The problem
One of our annual goals is to improve our HEDIS (Healthcare Effectiveness Data and Information Set) scores. These scores measure, how many members get certain screenings, visit their primary physician, etc. We needed to increase metrics related to members getting their blood pressure checked and decided to create an informational video that could provide members with some basic understanding of high blood pressure and certain risk factors that could cause it.
THE Process
The need for video was clear. Animated motion-style graphics would help us to convey confusing and complicated clinical information in an easier way. After the kick off, I met with the project manager and the content writer to work on the scripting and details we wanted to include. After the script was approved, I started to work on a low-fidelity storyboard sketch. This process helps me work out animation transitions and elements before I begin animating. Once I am happy with the flow of the sketches, I move onto a higher-fidelity version in Adobe Illustrator and InDesign. At this stage I can flesh-out the style of the animations and the color palette.
The storyboard process can take a few days to a week depending on how many elements are needing to be created. After an approval process and refinements, I moved onto video creation and animation. This starts with hiring the voice over talent needed for the video, which includes reviewing submissions and picking the best fit based on the tone and feel we're trying to achieve. The video goes through at least two rounds of review, one with the creative team and then the stakeholders. The final video is rendered out and sent off for reference in an email campaign and uploaded to our YouTube channel.
The REsolution
Early indications show the video has helped increase our HEDIS metrics as part of the larger overall campaign. Stakeholder expectations were exceeded, and in addition to moving the needle on this important business goal we also now have a long term piece of evergreen blood pressure video content that will be a valuable tool for our clinical teams.