Communicators at a nationally designated cancer center don’t mince words with their superbly crafted script, which balances science and soul.
Yes, we are all about visuals these days.
However, there is magic in the writing that accompanies videos, especially those that must combine complex medical science and human emotions.
Los Angeles-based City of Hope is one of 45 comprehensive cancer centers designated by the National Cancer Institute. The research and treatment facility’s YouTube Channel is dubbed the “Miracle of Science with Soul.”
One recent video has a deftly written two-and-a-half minute script. The clip gently introduces viewers to people who have cancer, the doctors who treat them and researchers who work toward a cure.
[RELATED: Learn new strategies to tell your story with social media, images and video]
The beauty in the segment is the verbal bridge linking physicians, CEO Robert Stone and the patients served by City of Hope. There are no mysterious medical terms or jargon. There is also a congruence in Stone’s facial expressions and body language, which complement his spoken words.
“It really is focused on what we discover in the laboratory and taking it across the street to somebody who is a bed suffering from a disease that we want to cure,” said Dr. Stephen Forman.
The people in the video capture the essence of the City of Hope story. For a 102-year-old facility, some messages are timeless. Take a look:
Published August 2016.