Guide
How to film patient stories ethically
Get informed, plain-language consent that covers where and for how long the film will run. Follow your organization's HIPAA authorization process if you're a covered entity. Let patients speak in their own words and review their story. Keep individual experiences separate from efficacy claims, and film on the patient's terms.
Before filming
- Consent in plain language. Say which channels, which countries and how long. "Forever, everywhere" isn't informed consent.
- Privacy authorization. Covered entities generally need a HIPAA authorization to use a patient's health information in marketing. Your privacy office owns this.
- Recruitment through trusted channels. Patients should come through their care team or an advocacy group, not a cold call from a production company.
- Clinical trials are different. Materials used to recruit trial participants generally need IRB review. Check with your clinical operations team.
On the day
- Film where the patient is comfortable, with a small crew and planned breaks.
- Ask open questions. Don't feed lines or script testimony.
- Invite a caregiver or clinician if the patient wants support.
After
- Let the patient see their story before release.
- Keep a consent record attached to every clip in the archive.
- Don't use one patient's outcome to imply typical results.
Tell us what you're working on
A 30-minute call, then a written plan: story, claims, shoot days and deliverables.