A microchip in a patient’s brain allowed him to move and feel again, as demonstrated by the Science & Technology Video winner in Ragan’s Video, Visual & Virtual Awards.
It sounds like science fiction: A microchip implanted into a man’s brain with paralysis restored some movement and sensation in his arm and hand. The Feinstein Institutes for Medical Research at Northwell Health performed this work. To promote this first-ever medical breakthrough, Northwell Health partnered with MediaSource to develop a multifaceted video campaign promoting its innovation and expertise in neurology and bioelectric medicine.
MediaSource knew the story would require a creative campaign with different video styles for specific outlets and audiences. The team identified key visuals, featured individuals and interview questions, captured footage, interviews and b-roll before and during the surgery, and documented key milestones throughout the patient’s progress.
To convey the essence of the story visually, the team highlighted an emotional scene: the “big moment” when the patient, Keith Thomas, opens his hand while his sister reaches out to hold it, showing him reacting to being able to feel her touch once again.
The video campaign was distributed via a multimedia newsroom customized for Northwell Health. The delivery system offered high-quality, downloadable multimedia elements to journalists in various formats. The team created variations of the key video for news media (across broadcast, digital and print), social media (Twitter, LinkedIn and Instagram) and other digital channels. This included:
- Long-format video for digital outlets and company-owned channels.
- An edited news package video targeted to TV and online media (with and without titles).
- Extra b-roll for media.
- Social media videos for company-owned channels.
The newsroom received almost 1,000 page views from journalists and 48 news outlets, resulting in 286 downloads of brand-produced content. The campaign reached a total audience of 524 million, with 1,104 placements. Media coverage included exclusives with CBS Mornings and Time, along with CBS News Live on the CBS News Streaming Network, Popular Science, Inside Edition Online, People and more.Best of all, the campaign increased the number of participants interested in enrolling in a related clinical trial to more than 200.
