American Medical Assn: Video Script Series
Client: American Medical Association
Brief: Write scientific yet conversational scripted copy for informational video series “What Doctors Wish Patients Knew” for professional physician membership organization.
Response: Most doctors say they wish they could spend more time with their patients but insurance rules prevent this. To address this gap, the AMA launched this educational video series series featuring insights from expert physicians with the goal of getting patients up to speed on issues that may affect their health. The videos offered bite-sized articles about a variety of health issues, including eczema, birth control, child obesity and microplastics. Each featured a practicing physician and AMA member who shares what they wish their patients knew about the topic. Subjects include topical tips on how to use artificial intelligence for health information without falling for misinformation and seasonal advice about the flu.
This particular video was around the issue of physician’s “scope of practice” (the idea that health care professionals only perform the activities they are licensed to practice) and why it matters to patients. Part of my prep was researching the topic to ensure I could interview offer thoughtful responses. Next, I interviewed the AMA member-physician who agreed to go on camera, and drafted a 4-minute informational script that defined scope of practice, gave examples, and explained in Dr. Ferguson’s own words, why it was a crucial concept. The gist was that even though each health professional has a role in caring for patients, the field of medicine demands the education and leadership of a fully trained physician.
Post-interview, I transcribed and edited Dr. Ferguson’s responses, then organized and distilled the info into a conversational script format with timestamps. Last, I worked with a video editor to plot the iconography/graphics at appropriate points. I also parsed and shortened interview quotes, organized content into soundbites and wrote promotional and social media copy for the video’s release.
