How a Tour Video Helped Fairview Lakes Reach a Record Month for Births
Summary
TreeTop Media produced a video tour of Fairview Lakes Birth Center's newly renovated space in Wyoming, Minnesota, which then ran as the creative for a 3-month paid ad campaign. Heather Gleason, CNO at Fairview Lakes, reported a 55% increase in families choosing to give birth at Fairview Lakes and an all-time record for deliveries in a single month.
The Client & Challenge
Fairview Lakes sits close enough to the Twin Cities that rural families often default to city hospitals for prenatal care and delivery — even when a closer option exists. A main objective of this video was to show that exceptional care, amenities, and easy access to NICU care, should it be needed, are available at Fairview Lakes, not just at hospitals within the city.
Strategy & Approach
By recording video interviews with birth center management and nursing staff, we were able to capture authentic sentiment about the strengths this team and location have to offer. We paired this with supporting visuals for the elements described in interviews to tell the story of what prospective patients will experience when receiving care at Fairview Lakes.
What we produced
We produced a 4 minute video along with a 1 minute video at various dimensions optimized for viewing on social media. The longer-form video lives on the Fairview Lakes Birthplace website, and has over 90,000 views.
The Process
Since we were filming within an active healthcare setting, the crew size had to remain small. We collaborated with Perk at Play Productions, with producer Eric Perkins supporting staff interviews on-site. TreeTop Media led production on the project — staging rooms for interviews & b-roll, directing talent, operating cameras, and recording audio, all captured within a full 10-hour day.
Why It Worked
Hearing directly from the nursing staff that would be administering your care and seeing the actual spaces for prenatal care, delivery, and postpartum care helps establish trust between Fairview Lakes and a prospective patient. Similar to an elevator pitch, there may only be one opportunity to make a lasting impression, so equipping organizations with marketing collateral like a tour video and running strategic advertising campaigns is an effective strategy for teams looking to grow and increase their footprint.
Interested in a video like this?
Considering a video that helps prospective patients trust your team before they ever walk through the door?