Challenge
Cylinder Health sought to create a series of engaging and informative explainer videos to educate Cylinder members about various gastrointestinal (GI) conditions. The videos needed to be both medically accurate and easy to understand, catering to a wide audience with varying levels of medical knowledge. This project was a crucial component of the company's rebranding efforts to establish Cylinder Health as a leading provider of GI care. Additionally, there was a need to strategically integrate product features into the overall member experience.
Solution
As a contract designer with full creative direction, I collaborated closely with Cylinder Health's VP of Product to develop a comprehensive video strategy within a tight three-month timeframe. Together, we created a series of 12 explainer videos that effectively communicated complex medical information to Cylinder members while aligning with the new Cylinder Health brand identity.
To bring the videos to life, I worked with professional voiceover artists to ensure clear and compelling narration. I also curated a library of stock videos that aligned with the new brand aesthetic, allowing for complete creative control over the visual style. This approach enabled me to create a cohesive and engaging viewing experience for Cylinder members.
Beyond video creation, I played a pivotal role in identifying opportunities to seamlessly integrate product features into the member journey. By analyzing the content of each explainer video, I developed strategies to highlight relevant product functionalities. For instance, if a video discussed the importance of diet management, I suggested incorporating visuals or mentions of the platform's recipe and meal plan features. This approach not only enhanced the video content but also provided tangible value to members by showcasing how the product could support their health goals.
To ensure consistency and effectiveness, I developed a template for integrating product features into the videos. This template outlined key principles for placement, messaging, and visual style. By following this template, we maintained a cohesive look and feel across all videos while effectively communicating the value of the product.
Results
The explainer video series and product integration efforts were highly successful in achieving their goals:
Increased member understanding: Cylinder members reported significantly increasing their understanding of the targeted GI conditions.
Enhanced member engagement: The videos received positive feedback for their engaging and informative content.
Strengthened brand awareness: The consistent visual style and messaging reinforced the Cylinder Health brand and successfully communicated the company's rebranding efforts.
Improved member outcomes: The videos empowered Cylinder members to make informed decisions about their healthcare, and the integration of product features provided practical tools to support their journey.
Increased product adoption: By showcasing relevant product features within the explainer videos, we successfully drove member engagement and adoption of the platform's tools and resources.
The explainer videos and product integrations are now integral parts of the Cylinder Health member experience, providing valuable information and support to members while effectively showcasing the platform's capabilities.
By combining medical accuracy with engaging storytelling, strategic product integration, and professional voiceover talent, the explainer video series has become a valuable asset for Cylinder Health in educating members, building trust, and driving product adoption.
