How to build
trust with
documentary
style video
CASE STUDY
A Healthcare Tech Brand Story Showcase
Executive summary
Iceberg partnered with Petal to create several documentary-style healthcare videos that supported their national sales program, targeted multiple audiences, and provided reusable assets that told a cohesive story for a wide range of internal teams.
This was achieved by crafting narratives that were built around real people telling authentic stories. The resulting content tells a very human story about what the company stands for as told by their own employees, and how the are helping healthcare professionals on a day to day basis to provide better care to patients. By putting faces, stories and emotion into the narrative, the campaign establishes a level of trust and acceptance in the product and shifts the consumer through the buying journey from skepticism to trust, to product acceptance.
why petal
chose iceberg media productions
Our experienced, senior-led team approach to
pre-production, filming and post-production provided confidence in our capabilities
Demonstrated ability to work with with a range of budgets while still providing multiple high-quality assets to use across multiple channels
Our strong communication and collaborative process gave peace of mind and comfort to a client new to video
Testimonial backed ability to lead a calm production process through detailed, on-set flexibility and the anticipation of client needs
Proven ability to guide
non-actors through interviews and testimonials
to get the stories clients are looking to tell
A trusted framework for filming in highly sensitive locations where privacy and the ability to adapt to changing circumstances is critical
tHE cHALLENGE
nEW TO VIDEO
mAJOR BRAND PUSH HIGH EXPECTATIONS
client: Petal
Industry: healthcare tech
the challenge:
Petal was on the cusp of celebrating 15 years of business in the healthcare technology industry.
They wanted to celebrate that feat, but also continue to build their brand by strengthening the conversations their sales teams were having as part of their national sales program.
While they were an established company with over 15 years of experience, they were completely new to video, which led to a lot of uneasiness and high expectations that this new venture would be able to achieve their main goals:
Showcase their product and its benefits clearly
Work across multiple audiences, channels
Our challenge was to craft a story that felt authentic and trustworthy, while being flexible enough to work across brand, sales, digital, and internal communications, without overcomplicating the process.
tHE pROBLEM
HEALTHCARE
cLIENTS Don’t Buy
Marketing
They buy
Trust
&
Credibility
tHE sTRATEGY
wE SHIFTED THE
CONVERSATION
FROM A sALES
MINDSET TO A
STORYTELLING
MINDSET
We didn’t want to put together another product spec video for sales, which would be easy given the technical nature of the product. That wouldn’t capture people’s minds, or hearts. Particularly in healthcare tech. It’s not only about tech specs, its about trust and credibility that your product or service can make a real difference in patient outcomes and the ability for healthcare professionals to provide better care.
We convinced Petal that instead of trying to make a single video to accomplish everything, we could develop a full brand campaign that could eschew the traditional ‘sales video’ format and instead adopt a storytelling mindset that focused on the people behind Petal and the people Petal actually help - frontline healthcare workers.
Rather than scripting a message, we focused on letting real people speak to their own stories, capturing the human experiences behind Petal’s mission to improve access to care across Canada.
This approach allowed the story to feel honest, emotionally grounded, and clear, while building trust and credibility with the viewer.
tHE results
Not just one video
but a reusable content system
Our team travelled across Ontario and Quebec interviewing Petal’s employees and their clients, which included doctors, nurses and other frontline healthcare workers in real world hospital settings to create a series of videos that felt authentic and deeply human.
Over the course of filming, we also captured a lot of b-roll footage and also developed the framework for future client testimonial videos, which would allow Petal to produce content at scale quicker and more efficiently.
We crafted several unique assets for specific audiences that were all anchored by a central brand story.
The final deliverables included a suite of documentary-style video assets, in English and French, that could be used across Brand Communications, Sales and Business Development, Digital and Social Channels and various Internal Teams.
4-min Brand Film
3-min Anniversary Film
2x 3-min Client Testimonials
3x 2-min Product Explainers
Business impact
Helped support Petal’s national sales rollout by providing credible, human-led video assets that sales and marketing teams could confidently use with healthcare stakeholders.
Enabled sales, marketing, and internal teams to work from a shared core story thereby reducing duplication while maintaining cohesive brand messaging across various channels.
Established a repeatable storytelling framework that allowed future testimonial and brand videos to be created quicker and easier.
Authentic human-led stories build trust
Real people outperform scripted messaging
As first-time video clients, our calm, guided process helped Petal’s team feel confident and supported throughout the project
why it
worked
The content helped humanize the brand, communicated credibility, and provided Petal with flexible assets they could use across various platforms to build on as the company grows.
Petal - Corporate Brand Film
THE VIDEOS
Petal - Client Testimonial: Stevenson Hospital
Petal - Client Testimonial: Hawkesbury Hospital
Petal - Milestone Anniversary Video
Petal - Product Explainer Video
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