STANFORD MEDICINE
Background
In 2018, Stanford University School of Medicine unveiled the Humanwide study, a new approach to primary care. The study hypothesized that recent advances in technology and genetics could be leveraged in primary care settings to both treat disease and prevent disease before it occurs. Patients would be given digital tools to monitor and improve their own health, regular coaching to help them achieve their health goals, and pharmacogenomic and genetic testing to predict future health challenges and 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 including 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
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
As part of a rigorous pre-production process, Luceo collaborated with Stanford University School of Medicine's communications department to identify patients and providers with compelling stories to include in the documentary deliverables. 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 positive change in patients’ health as a result of their participation in the program.