March 30, 2018

How We Published 31 Videos in 31 Days: Behind the Scenes of the Colorectal Cancer Expert Series

By Taryn Offenbacher, Senior Communications Specialist

This March, Mayo Clinic launched the Colorectal Cancer Expert Q&A Series—a daily video answering one colorectal cancer question. This idea (like many great ideas) started as a casual discussion carefully recorded on a napkin.

The request seemed simple: release 31, :31-second videos, one to correspond with each day in March, discussing basic colorectal cancer facts.

Perhaps you've been there. You can see the blank stare on your face as you silently process how you will have time to produce 31 videos. One video alone can take hours, days, even weeks to produce.

That is true and valid. But it can also be simplified, significantly simplified, so it's possible. Because sometimes done is better than perfect.

Here is a behind-the-scenes look at how we accomplished the project.

Divide and Conquer

We gathered the team. With 31 videos and three campuses, each local team member was assigned 10 videos, which were divided among 3-5 experts. In addition, one person created lower-thirds, one uploaded to YouTube, we all scheduled the videos to post on social media.

Pick Tools to Maximize Quantity and Optimize Quality

Mayo Clinic has a team of professional videographers on staff and we partner with them often. But, for this project, we recorded all interviews using our cell phones. This allowed us to simplify the recording process by cutting out the third party and reducing set-up and tear-down time, gave us immediate access to the footage, and enabled us to use apps to quickly edit the footage. To optimize the quality, we employed the basic principles of videography: pick a location with adequate quality light, reduce noise (use an external microphone, if available), and frame the subject properly.

Using built-in video editing features and apps, we trimmed the beginning and end of the video to remove excess footage and cropped the video to create a square version. Because we posted the videos to YouTube, Mayo Clinic Connect, and our social media sites, we needed both square and landscape versions.

Create a Template

Once the videos were shot and edited, it was time to upload. To simplify the upload process for 31 videos, we created a template title, description, tags, and post text and customized each post by adding an opening sentence to summarize the content of the video.

For example:

Dr. Tanios Bekaii-Saab discusses the treatment options for early- and late-stage colorectal cancer. Mayo Clinic joins Fight Colorectal Cancer for #80by2018. Learn more about colorectal cancer on Mayo Clinic Connect:


Each video appeared on:
Have you tried a similar campaign? How did it go and what lessons did you learn?

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Tags: campaign, Case Studies, colorectal cancer, CRC, Strategy, Tactics & Best Practices, video

Even though you simplified the process, any idea how many hours this project took @toffenbacher? If not for the team – for you?

Hi @DanHinmon — it took our team approx. 45 hours to complete this project. That includes planning, filming, editing, uploading to YouTube and social media, writing YouTube and post text, posting, boosting, etc.

This is really cool! Thanks for sharing. I was wondering which apps you used to edit/trim the video ? Just iMovie or something else? Also, for the lower-thirds and YouTube, was that done from your phone somehow or uploaded to a computer and done that way?

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