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EuroEyes is a company that specializes in eye and laser surgery. They hold regular information meetings and conduct many initial vision tests at their clinics.
As a new initiative, EuroEyes has chosen to invest heavily in video in their marketing strategy. On one hand, they have activated their ambassadors and customers in testimonial videos, telling their own experiences. But as an extra service to their clients, they have also chosen to pass on the text-heavy FAQ to 40 small video clips, told by the ophthalmologist who performs the surgery.
These FAQ videos are partly available on the EuroEyes website but are also sought by customers seeking information on eye surgery on the web. EuroEyes has created a lot of live content that future customers can easily find and that creates value and credibility when they need to take the step further.
The same small videos are also used for email marketing, Facebook ads, and advertising, and are available on EuroEye’s YouTube channel.
In EuroEyes’ case, an overall strategy for video content has been developed from the beginning. They chose to involve external help in the planning phase and production of the videos, and subsequent execution and analysis.
The process of creating successful video content requires thorough preparation and detailed planning. Once the purpose of the videos and overall storytelling is established, manuscripts with timing are written down to the second. The scenes are planned with storyboard, including b-roll sequences that fit with the speaks. Because if all the processing is carefully planned for the actual recording day, it is possible to produce a larger number of videos. For example, we managed to shoot 40 FAQ movies + 8 info movies in one day, with the help of teleprompters so that the scenes were shot quickly. The other 8 testimonial films were also filmed in just one day. Subsequently, the films are cut and cropped into short and long versions so that they also lend themselves to running on social media.