Genesis Care
Client
Industry
Healthcare
Service
Video scripting
www.genesiscare.com
Genesis Care provides specialist private cancer centres, dedicated to the treatment of all types of adult cancer. Their goal is to change the way people experience cancer care, to achieve the best possible life outcomes. That’s why they wanted to remind medical staff of the importance of patient care and to protect the patient experience. To avoid them testing their patients’ patience.
Craft Words fit the bill because of our experience in creating videos for ZIYX and WanUp. And for our skill in understanding and responding to the needs of an internal audience, just as we’d done for Apple and Zalando.
Genesis were keen to create a video that reminded medical staff how important it was to remain considerate of the patient experience and take the patient’s feelings into consideration at all times. After all, when you see dozens of patients every day it can be all too easy to forget about the human on the other side of the examination or consultation.
The team at Craft spent a lot of time understanding the nuances of exactly what was needed. Our client shared about eight points they wanted to get across in a fun and light-hearted way. And from these points we wrote a script that got them across in the style of Dr Seuss. It’s difficult to explain exactly why we went this way, sometimes these things just happen. But we had a blast channelling the late Theodor Geisel and we came away with new-found respect for what a flat-out genius that man was.
The finished video
Our script for this internal video went down incredibly well with Genesis, who felt it really worked to remind specialists about being patient with patients, without patronising or browbeating. And for the team at Craft, it was great to be involved with people doing such vital work in healthcare, and we’re very proud of the final video.
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Alex Olmedo
Co-Founder, Fast-Track
Very professional and knowledgeable. I had a great experience working with Craft Words organizing communications training for the Digital Impact Alliance. They customized each workshop to our specific needs and industry, and were adaptable as new things came up. Our team had a lot of fun during the sessions and learned new strategies and techniques for writing and presenting. Arielle Diamond Senior Communications Manager, Digital Impact Alliance (DIAL)
Arielle Diamond
Senior Communications Manager, Digital Impact Alliance (DIAL)
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Raul Balreira
Digital Project Manager, Tribal Worldwide London
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Ben Oliver
Vice President, Creative and Original Content at RFRSH Entertainment / Blast Pro Series / Astralis / Origen
Paul is a true wordsmith. He is never satisfied with ‘good enough.’ It was a pleasure to work with—and be inspired by—someone constantly seeking experts and experiences to hone his craft. Anita Stubenrauch Senior Content Manager, Apple
Anita Stubenrauch
Senior Content Manager, Apple
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Author of Apple's Credo
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Simon Croft
Founder and CD, Orangery
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Anna Murphy
Content Manager, PepsiCo
Straight away, we saw Craft’s work ethic and can-do attitude. There have been many big projects where we needed support and this took a lot of weight off our shoulders and meant we could concentrate on more strategic decisions driving the projects. Andrew Penfold Digital & Content Marketing Manager, Security & Safety Things
Andrew Penfold
Digital & Content Marketing Manager, Security & Safety Things
Tone of voice and brand challenges resolved via well-crafted words across all channels, to get you and your brand, business or organisation wherever you wish to go. Liam Morgan Cogs
Liam Morgan
Cogs
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Jorge Cumbre
Unseen
It was a pleasure to work with Paul. His great collaborative mindset and professionalism push the deliverable to the next level. He’s a great content strategist, writer and thinker who asks insightful questions to push the design. I’ve never worked with a writer who influences design so much. Seisho Manabe Director, Frog Design
Seisho Manabe
Director, Frog Design
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David Clarke
Executive Creative Director, Huge
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Hertje Brodersen
Head of Design ∙ Experience Strategist, Zalando
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