CASE STUDY · PROMOTIONAL VIDEO & HEALTHCARE MARKETING
Humanitas DMH
How do you depict an experience without giving away the surprise?
IN SHORT
The core of this project
CUSTOMER
CHALLENGE
Promoting the LVB Xperience without giving away the surprise of the training session
APPROACH
An interview-driven approach at a noisy location, supplemented with short clips for social media
RESULT
117 likes, 20 comments, and 32 reposts when it was first published on LinkedIn
RELEASE NOTES · WATCH THE MAIN FILM
THE ART OF OMISSION
Thinking
The biggest challenge with this project wasn't what we had to show, but what we had to leave out. If you reveal too much, you spoil the experience. If you reveal too little, the story won't convince anyone.
In close consultation with marketer Carmen van Dorst, we opted for an interview-driven approach. No footage of the training itself, but rather the reactions afterward. People who have just completed the Xperience sharing what it did for them. That’s more convincing than any demonstration.
The psychology is simple: people believe other people. A genuine reaction from a participant has a greater impact than an explanation of what the training entails. By focusing on the feeling after the experience—not on the experience itself—you preserve the element of surprise while also demonstrating its impact.
GREAT SOUND IN A NOISY LOCATION
Rotate
The shoot took place at Bar Beton at Utrecht Central Station, a deliberate choice because of the atmosphere and its recognizability, but also a challenge. The ambient noise from thousands of travelers was constantly present.
Thanks to proper microphone placement and a careful recording strategy, we were able to capture the interviews clearly, even amid the hubbub of the station. Locations like that require experience; you can’t just switch settings halfway through if a recording isn’t turning out well.
In addition to the main video, we also produced shorter edits for social media and provided over 40 photos. This allowed Humanitas DMH to share the content across multiple channels immediately after delivery, without any additional post-production work.
CONTENT THAT REALLY RESONATES
Share
At Mondha Media, we don’t believe in having a single video sitting on a disk somewhere, gathering dust. When we delivered the promotional video, we also included short clips that can be used right away on LinkedIn, Instagram, and other channels.
The first post on LinkedIn spoke for itself: 117 likes, 20 comments, and 32 reposts. That’s not just luck—it’s content that resonates with what the target audience feels and thinks.
Deliverables
✓ 1 promotional video (1:39 min)
✓ 1 short edit for social media (0:44 min)
✓ Over 40 photos for use on the website and social media
THE QUESTIONS · WHAT OTHERS WANTED TO KNOW, TOO
Frequently Asked Questions
How do you tell a sensitive story through content without being pushy?
By letting the people themselves guide the story. We ask questions that get to the heart of the matter, not questions designed to convey a marketing message. The camera records, and the person decides what to share. For the LVB Xperience, that meant not showing the training itself, but the reaction afterward.
How do you handle privacy when filming clients or participants?
We proceed with care and always in consultation with the organization. We use consent forms, discuss in advance what will and will not be filmed, and ensure that everyone involved feels comfortable. If that is not the case, we will not film.
What is the difference between a promotional story and an informational story?
A promotional story sparks interest and emotion; it makes people want to know more. An informational story explains how something works. For health and welfare organizations, the promotional story is usually the better choice: people make decisions based on feelings, not facts.
How long is a promotional video for healthcare or social services most effective?
Between 60 and 120 seconds. That’s long enough to convey a feeling and short enough to be watched in its entirety on social media. The video for Humanitas DMH is 1:39 minutes long, with a short social media edit of 0:44 seconds.
Can we also use the content for fundraising or grant applications?
Yes. We take that into account during the planning phase. Content that works both internally and externally starts with the right strategic question: Who are you creating this for, and what do you want them to do next?
Want to communicate a sensitive story in a powerful way, too?
A twenty-minute conversation is enough to see what's possible.