Work / Condition explainer

Genicular artery embolization

A patient who has been told to expect a knee replacement has usually never heard of this procedure. This film is the ninety seconds that makes them ask about it.

Press play to watch it.

The sound is off when it starts, because this film is built to be understood on a phone in a waiting room with the volume down.

Who was it made for?: It was made for a cardiology and vascular practice in South Florida.
What is the specialty?: The specialty is interventional cardiology and vascular.
How long is it?: It runs 1 minute 52 seconds.
Who is it written for?: It is written for patients with knee osteoarthritis who have been told their next step is a replacement.

This is the problem the practice brought us.

A practice that treats a procedure almost nobody has heard of has a harder job than one treating a familiar condition. A patient who has been told to expect a knee replacement does not know that genicular artery embolization exists, and a paragraph on a web page is not the thing that makes them raise it with their physician.

This is what we wrote for them.

We wrote the script in the order a patient asks the questions, rather than the order a clinician would teach them. It opens on the knee pain they already have, names the procedure, explains what the treatment involves, and finishes on what the week afterwards looks like. Nothing in it promises an outcome that the practice’s own consent material does not support.

This is how the clinician reviewed it.

The interventional cardiologist read the script as a document and signed it off before a single frame was produced. That order matters commercially as well as clinically: changing a sentence in a script costs nothing, and changing it after a film is finished costs the film.

This is why we show this film.

It is the argument for this whole business in one procedure. The treatment is high value, awareness of it is close to zero, and no practice could justify a film crew to explain it. Ten more conditions on that practice’s list sit in exactly the same position.

Here is where it runs. It sits beside the condition page on the practice’s own site, it plays in the waiting room, and a vertical cut of it runs on social.

There is more work to read.

Ask what yours would look like.

Tell us the condition you explain most often, and we will script that one first. The script is yours whether or not you go ahead with the film.

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Tell us what you need made.

Tell us the condition and who the video is for. If the answer is a page rather than a video, we will say so.

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