Stanford Medicine

 

Background

In 2018, Stanford University School of Medicine unveiled a new approach to primary care as the Humanwide study.  The study hypothesized that patients in the primary care setting would benefit from

advances in genetics, technology, and care that would not only help treat disease, but could actually be leveraged to prevent it before it occurred.  Patients would be given digital tools to monitor and improve their own health, regular health coaching to help them better achieve their health goals, and pharmacogenomic and genetic testing to  better predict future health challenges and to better tailor treatments to their specific genetic makeup.  Luceo spent a full year following six patients enrolled in the Humanwide pilot to document their experience of this new approach to primary care.

Objective

To create a cross-media story world for Stanford University School of Medicine following six patients and their healthcare providers through the Humanwide pilot program.

Deliverables

• Six episodic videos focusing on individual pillars of the Humanwide pilot

• 30 minute video documentary of the Humanwide pilot

• Nine field reports for inclusing in Stanford University School of Medicine's podcast series

• Video shorts for social media and marketing

• A library of still images for social media

• Selected photography for press kits, digital and print advertising

• Toolkits and best practices guidebooks for patients to record their own stories

• Weekly strategic consultation on progress and implementation of developed media

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Insights

#1 Stories matter.  Humanwide's potential is in its capacity to turn a one-size-fits-all  approach to primary care on its head by offering patients a more personalized healthcare experience. The pilot program required patients to get genetic testing and counseling, use digital health monitoring tools on a regular basis, and to engage with a health coach in their primary care setting on a regular basis. The relationships between patients and their providers created ample story opportunities to illustrate the efficacy of the Humanwide pilot and to create engaging stories that would be relevant and interesting to the Stanford University School of Medicine's target audiences.

#2 By spreading the story of Humanwide across  different channels, Stanford University School of Medicine could engage with a  larger audience. Luceo's documentary efforts utilized videography, photography, radio reporting, and social media to develop sufficient content for all of Stanford University's School of Medicine's marketing, press, and social channels.

Solution

Luceo worked on a collaborative basis with Stanford University School of Medicine's communications department to identify patients and providers with compelling stories for inclusion in the documentary deliverables as part of a rigorous pre-production process. Luceo began principal photography in early 2018, following six patients, their healthcare providers, and clinical experts throughout the Humanwide pilot program. Luceo's documentary aim was to show patients as they changed as a result of their participation in the pilot program.