PAGNY Videos

Physician Affiliate Group of New York, P.C. (PAGNY) is a nonprofit that staffs and provides benefits to medical professionals working in the largest public healthcare system in the United States, NYC Health + Hospitals. Every year, PAGNY invites researchers from the New York City Metropolitan area to convene and present their research findings at a historic NYC landmark, like Columbia University’s Low Library or the New York Botanical Garden.

To document the event for PAGNY’s network and attract new sponsors, we created an evergreen marketing video that lives on the PAGNY Research Day webpage. We provided detailed video briefs for PAGNY’s videographer to reference, and created a detailed line-by-line storyboard. We wrote a script that conveyed PAGNY’s mission and impact through the lens of research: how research changes public health outcomes in underserved communities across NYC, and how research also fulfills the medical professionals who conduct it.

Physician Affiliate Group of New York, P.C. (PAGNY) is a nonprofit that staffs and provides benefits to medical professionals working in the largest public healthcare system in the United States, NYC Health + Hospitals. PAGNY competes against well-funded private hospitals in the New York City Metropolitan area for talent, but offers their professionals the chance to practice mission-driven medicine.

To support recruitment efforts, we themed the video around this differentiator and identified a subject who exemplified PAGNY’s mission: the longtime Chief of Pediatrics at NYC Health + Hospitals/South Brooklyn, Dr. Warren Seigel. We interviewed Dr. Seigel to identify themes and create a storyboard, then prepared prompts and coached him through the video shoot. In the editing room, we chose all interview clips, selected B-roll, styled lower thirds, and created title cards.