Project Overview
Here Now Films recently completed a three-month medical video production project for Calla Lily, a London-based femtech company developing innovative women’s healthcare technology. The project required creating three distinct video assets from a single production: a product demonstration for clinical trial participants, an investor pitch video, and a comprehensive B-roll content library.
Full case study coming soon… we’ll be sharing detailed insights into the production process, regulatory challenges, and creative solutions once the client’s clinical trial launches.
Why This Project Matters
Medical device video production represents one of the most demanding niches in commercial video. Content must satisfy regulatory requirements for ethics committees, communicate clearly with patients, engage potential investors, and maintain brand consistency, often all from the same source footage.
This project is a great example of the unique challenges healthcare startups face when creating video content:
- Regulatory compliance for clinical trial submissions
- Budget constraints typical of pre-revenue startups
- Multiple audiences requiring different tones and messaging
- Tight timelines driven by clinical trial deadlines
- Stakeholder management across medical advisors, patient groups, and internal teams
Three Assets, One Production Day
We produced three distinct videos across a single day of production.
1. Clinical Trial Product Demonstration
Purpose:
Patient education for clinical trial participants
Key Requirements:
- Regulatory compliance for ethics committee submission
- Clear, anxiety-reducing instructions for medical device use
- Under 3 minutes to maintain engagement
- Multiple versions (with/without subtitles, various endings)
- Anatomical model demonstrations
- Professional voiceover in accessible language
Challenge:
Meeting stringent regulatory standards while remaining genuinely patient-friendly.
2. Investor Marketing Video
Purpose:
Secure funding and partnership opportunities
Key Requirements:
- Emotive founder storytelling
- Demonstration of scientific expertise
- Balance between technical credibility and human connection
- Compelling enough to secure Series A/B funding
Challenge:
Creating content that satisfies both analytical due diligence and emotional engagement.
3. B-Roll Content Library
Purpose:
Ongoing marketing and communication assets
Key Requirements:
- Office and laboratory footage
- Team and founder segments
- Branding and product shots
- Versatile 15-30 second clips for multiple platforms
Challenge:
Capturing future-proof content in a single production day.
What Makes Medical Video Production Different
Regulatory Precision
Medical device content destined for ethics committee review operates under constraints that don’t exist in commercial video. Language must be precise, assumptions about user knowledge must be eliminated, and every visual element must serve clear communication rather than aesthetic preference alone.
The script revision process for this project included changes addressing:
- Medical terminology consistency
- Removal of assumptions about prior experience
- Elimination of contractions for non-native speakers
- Precise component labeling and identification
Each change addressed potential confusion that could lead to improper device use, making these edits safety issues, not stylistic preferences.
Multiple Stakeholder Approval Processes
Unlike commercial projects with single decision-makers, medical video content requires sign-off from:
- Medical advisors verifying clinical accuracy
- Regulatory specialists confirming compliance
- Patient advocacy groups ensuring accessibility
- Internal teams across engineering, clinical operations, and marketing
Timeline Impact:
Medical video projects require more revision time than equivalent commercial work.
Technical Standards as Trust Signals
In medical contexts, production quality directly influences perceived device credibility. Inconsistent lighting suggests lack of attention to detail. Shaky demonstration footage creates patient anxiety. Poor audio quality undermines instructional clarity.
For this project, technical requirements included:
- Professional lighting for shadowless, consistent illumination
- Custom backdrop colors matching exact brand specifications
- Multiple takes to eliminate any visible instability
- Professional voiceover selection for natural but clear delivery
- Frame-by-frame review to smooth subtle tensions in demonstration footage
Content Longevity and Strategic Planning
Medical video content typically serves longer timeframes than commercial work. Strategic planning for this project included:
- Immediate use: Ethics committee submission deadline
- Secondary use: Investor meetings and partnership discussions
- Ongoing use: Website, social media, marketing materials
- Future use: Additional versions for post-trial contexts
Shooting for both known and anticipated needs maximizes production efficiency, critical for budget-conscious startups.
Production Approach:
Pre-Production Phase (2-3 weeks)
Medical video demands thorough planning:
- Script Development: Multiple revision cycles with medical advisors, patient groups, and regulatory consultants
- Location Assessment: In-person site visits to evaluate space constraints, lighting conditions, and equipment needs
- Equipment Planning: Custom backdrop sourcing, specialized lighting packages for medical applications
- Interview Preparation: Question development balancing scientific credibility with emotive storytelling
Production Day (Single full shoot day)
Comprehensive pre-production enabled capturing content for three distinct video assets in one production day:
- Product demonstration sequences with anatomical models
- Founder and team interviews
- Laboratory and office environment footage
- Branding and product detail shots
Post-Production Phase (3-4 weeks)
Extended timeline accommodated:
- Multiple stakeholder review rounds
- Detailed frame-by-frame refinements
- Animation and labeling additions
- Multiple version creation for different contexts
London’s Medical Video Production Landscape
London’s concentration of healthcare innovation creates specific demand for specialist video production:
Healthcare Ecosystem:
- Femtech and healthtech startups entering clinical trials
- Medical device companies preparing for market launch
- Clinical research organizations recruiting trial participants
- Pharmaceutical companies communicating with patients and HCPs
Video Requirements:
- Regulatory-compliant content for ethics submissions
- Investor pitch videos for Series A/B funding rounds
- Patient education for clinical trials and D2C marketing
- Professional training and continuing education
Specialist Gap:
Traditional corporate video companies often lack understanding of regulatory requirements, medical terminology precision, patient communication best practices, and clinical trial protocols.
Healthcare organisations increasingly seek production partners with genuine medical sector expertise, not just technical video capabilities.
Why Specialist Expertise Matters
This project reinforced why medical video production demands specialist knowledge:
Regulatory Understanding:
Knowing what ethics committees require, how to structure content for approval, which language choices affect compliance
Medical Communication:
Balancing technical accuracy with patient-friendly accessibility, avoiding assumptions about prior knowledge, eliminating confusion points
Technical Precision:
Understanding why production quality directly influences medical credibility, when to prioritize clarity over creativity, how to create trust through visual consistency
Stakeholder Management:
Coordinating multiple review processes, managing competing priorities, building revision timelines that satisfy all parties
Strategic Thinking:
Planning content that serves immediate regulatory needs, investor engagement, ongoing marketing, and future requirements simultaneously
Full case study with detailed insights, client testimonials, and lessons learned coming soon.
Regulatory Evolution
Medical device video content sits at the intersection of:
- Ethics committee requirements for clinical trials
- Marketing regulations for healthcare claims
- Patient communication accessibility standards
- Data protection and informed consent protocols
Staying current with evolving regulatory landscape requires specialist knowledge—not just technical video skills.
Patient-Centered Communication
Modern medical video emphasises:
- Anxiety reduction through clear, reassuring presentation
- Inclusivity avoiding assumptions about prior experience
- Accessibility for diverse audiences including non-native speakers
- Empowerment through comprehensive yet comprehensible information
These priorities reflect broader shifts toward patient-centered healthcare, making specialist communication expertise increasingly valuable.
Work With Us: Medical Video Production in London
Here Now Films specializes in medical video production for healthcare innovators in London and across the UK. We bring deep understanding of regulatory requirements, patient communication, and clinical contexts to every project.
Our Medical Video Services:
- Clinical trial video content (patient education, regulatory submissions)
- Medical device demonstrations for ethics committees and patients
- Investor pitch videos for healthcare startup funding
- B-roll content libraries for ongoing marketing
- Femtech and women’s health video production
Why Choose Here Now Films:
- Proven medical sector experience (robotics, pharmaceuticals, femtech)
- Understanding of regulatory requirements and ethics committee processes
- Technical precision meeting medical communication standards
- Startup-friendly approach balancing quality with budget realities
- London-based with national reach
About Here Now Films
Here Now Films is a London-based video production company specializing in content for healthcare innovation, sustainability, and social impact. The company has produced content for BBC World (400M+ viewers), robotics companies, femtech startups, and healthcare organizations requiring regulatory-compliant video.
We believe cinema-quality storytelling should serve meaningful work, enabling medical innovation, communicating scientific advances, and helping healthcare organizations achieve their missions.
