Case Study: Showcasing Stories of Rural Medicine
Client Overview
The Wisconsin Collaborative for Rural Graduate Medical Education (WCRGME) is a coalition of residency programs, rural hospital partners, and other stakeholders working to grow Wisconsin’s workforce of rural physicians. The organization’s overarching mission is this: Bring more doctors to Wisconsin’s rural communities.
Our Initial Challenge
WCRGME reached out to Spoken Frame Media in 2020 amidst the early days of the COVID-19 pandemic. Because they could no longer perform in-person tours and interviews at rural sites, they identified video (and YouTube) as a platform to showcase training and residency programs to potential applicants. WCRGME connected with Spoken Frame Media on the recommendation of Stoughton Health–another healthcare facility we frequently partner with.
Our Project Objective
Trusting our experience working within hospitals and healthcare, we hit the ground running and identified our core project objective:
Encourage medical students and residents to envision a future in rural healthcare by showcasing real stories and communities.
Additionally, WCRGME had limitations that were important for us to acknowledge, namely respecting their timeline needs and the privacy of patients coming and going from their facilities.
Our Approach
Spoken Frame Media’s documentary style was important to the WCRGME brand and something that drew them to us as their video production partner. As we do, we went all-out with quality. We used a full lighting setup, two cameras, and microphones to capture interviews with the program’s residents, fellows, and attending physicians. We filmed at a handful of rural locations, and if we could not physically location scout, we coordinated logistics through photos and email.
B-roll
For the b-roll, we kept it simple, using just a camera and no additional lighting. This way, we weren’t intrusive when filming in high-traffic areas like the emergency department. Plus, by moving quickly, we could respect the time doctors and residents took out of their workday for filming. B-roll shots mainly featured staff working. To protect privacy, we avoided filming patients or screens in the background.
Drone Footage
Our drone footage of the featured communities was unique to this project. With our goal of showcasing the beauty of a rural lifestyle, these shots allowed us to promote the hospitals and their surrounding towns. With permission from each hospital, we captured where medical students and residents would be living and working.
Editing
We licensed royalty-free music to accompany our videos. We also provided 4K screenshots and 15-30 second vertical clips for use in marketing efforts or in-person recruiting events. We always provide clients with the raw footage, but we also maintain an archive so we have a library of assets to supplement future projects.
Our Results
Over the last four years, our partnership has created nearly 20 videos for WCRGME’s YouTube channel, ranging from hospital overviews to day-in-the-life interviews. From YouTube, they can embed videos on their website or share links through social media. These assets have proved to be a huge recruitment tool for their residency programs. Plus, they’ve received great feedback from medical students inspired by our videos. Not only have we accomplished our project objective, but our partnership continues to prove the power of video as both a worthy marketing investment and a powerful storytelling tool.
“Wes from Spoken Frame Media was great to work with in all aspects of our video production project. From the beginning of our video production project, it was obvious that Wes wanted to learn about the background of our company so he could make the videos the best they could be. Additionally, since it was our first video production project, Wes did not hesitate to help us with interview questions, and the overall flow of the videos to match our goals of the project. In the end, we were left with high-quality videos and have received countless compliments. We can’t wait to work more with Wes and Spoken Frame Media for future video production projects!” - (WCRGME)
Featured Projects
A Day in the Life of a Rural Surgery Resident
A Day in the Life of a Rural Doctor
Rural Residency Training in Wisconsin
Ready to Share Your Story?
Spoken Frame Media is a story-driven video production company based in Madison, Wisconsin. We specialize in producing interview-style company overviews, client testimonials, and careers page videos. We excel at helping you communicate your message to the right audience. Whether you’re looking to promote your services, showcase your company culture, or attract future business, we’re here to help you share your story.