Summit Health is a trusted name for a wide range of medical services throughout Franklin County, Pennsylvania. They have specialty centers for cancer, orthopedics, women’s health, cardiology, and beyond. Wanting to grow their reach, Summit Health contacted HighRock Studios for help marketing their services. HighRock has produced a growing collection of videos for Summit meant to raise local awareness of their capabilities and services.
Summit Health originally approached HighRock to create a video ad campaign to air during the 2016 Summer Olympics. After successfully producing these ads for Summit, our respective teams decided that a continuing partnership would work better than a one-off solution. Video production, even for one video, is a lot of work; it’s more cost-effective to plan for multiple videos at once. On average, HighRock now produces two videos a month for Summit Health. We want to capitalize on Summit’s strengths by demonstrating powerful, personal stories in video format.
Although each video undergoes a pre-production, production, and post-production phase, each video’s overall process will look different depending on a variety of factors. For instance, for some videos, like Summit’s Robotics advertisement, we spent more time in pre-production. For this video, we wanted to find a way to mirror the graceful movements of the surgeon using the robotic surgical procedure. We spent a lot of time brainstorming concepts until, inspired by our discussions with the team at Summit, we settled on a ballerina. For all of our videos, we created storyboards in the pre-production phase. These storyboards serve to preview what the finished product will look like. It’s simpler to suggest ideas and make changes in the story board phase, which prepares us to know exactly what we’ll be filming when we enter production.
Because video touches our lives in so many ways -- from 30 second TV spots to content on social media or websites -- we wanted our videos for Summit Health to be memorable. One of the most powerful videos we created focused on a young breast cancer survivor and her relationship with her doctor. We used testimonials from both women, and footage of the patient with her family to show Summit’s personal dedication to their patients’ health and well-being.
Summit Health uses their videos many different ways; they’ve run on TV, and they’re featured various places online. We wanted to help Summit reach as wide of an audience as possible, so we produce a wide range of videos for them. For the Healthy Heart series we created, we used motion graphics and voiceover to give the videos a lighthearted feel. In post-production, many of our staff contributed their voiceover talent for the silly noises that the vegetables make. We spent more time in post-production to make sure that Summit had an educational, yet goofy video that would appeal to young parents and their children.
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