Canon Medical
Client
Industries
B2B Healthcare SportsMed
Services
Carousels Video scripting
global.medical.canon/specialties/sportsmed
Canon Medical supplies diagnostic medical imaging solutions such as CT, X-Ray, Ultrasound and MRI. They also offer an innovative portfolio of SportsMed imaging tools that they use to help elite sporting clubs get their players back on the pitch faster. To communicate the benefits of this service, Canon turned to Craft to create a video turning medical imaging into moving images.
They felt reassured to choose Craft as a partner thanks to our background in scripting videos for clients such as Manuvo and WanUp. Also because of our ability to understand internal audiences for clients including Apple and the International Committee of the Red Cross.
Canon were especially concerned to strike the right tone with their audience of medical professionals. These people see sports injuries as a delicate subject, so we needed to approach it in a way that would successfully connect with and engage them. Meanwhile, for a Japanese tech brand with a long heritage, the balance was to come across as authoritative but not arrogant.
Another important aspect was to understand the time-poor nature of our audience. Frankly, they have better things to be getting on with than watching our video. So the tone and content of the script had to speak simply. It was vital that we pulled out the correct benefits, and highlighted them in a way that was clear. While at the same time respecting the fact that our viewers are highly educated and particularly knowledgeable in their field.
Before we could start writing scripts, we knew it was crucial to develop our understanding of what was required. Our team focused on understanding the technical aspects of the product and how it benefited the audience. Then we spent a lot of time immersing ourselves in the very nuanced tone of voice and approach Canon Medical takes when talking to its medical audience.
When we delivered the project, Canon were thrilled with the video script, feeling it truly captured their tone and would communicate clearly and efficiently to their specialist audience. We also worked with them to develop two accompanying carousels on their website.
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Author of Apple's Credo
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Unseen
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Senior Content Manager, Apple
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