press releases

Contrast Creates Video for Duke Integrative Medicine
09.10.08

Imagine medical care unlike any other where a visit to your doctor leaves you feeling replenished, rejuvenated, and motivated to make changes in your life. This sentence opens the new Duke Integrative Medicine video completed this summer by Contrast Creative.

“Integrative Medicine is a whole philosophy of care that’s different than our conventional medicine in that it’s a broader scope and a broader approach to healthcare,” explains Dr. Tracy Gaudet, Director of Duke Integrative Medicine. “This is a model of care that looks at the whole person—mind, body, spirit in the context of community—and addresses all aspects of health to not only treat disease the best we can, but also to help people reach their optimal level of health.”

Contrast, which specializes in medical communications, began working on the project in late spring 2008. “From the moment you walk inside the doors of Duke Integrative Medicine, you know you have arrived at a special place—a place of medical innovation and uncommon humanity,” says Contrast’s VP and Creative Director Kathleen McDonald.

Contrast Creative writers formed an immediate partnership with Isabel Geffner, Director of Communications for Duke IM. “We relish forming collaborative relationships with our clients,” notes McDonald. “Isabel was working on re-branding the website as we were producing the video, so we shared ideas and information to create the best end product.”

“I have worked with many creative teams over the course of a long career in the public and private sector. Contrast Creative surpassed my expectations on every level,” says Geffner. In a span of just two days, the production team videotaped every aspect of Duke IM from medical exams and conferences to a full host of classes and workshops. “They bring fresh imagination, state-of-the-art skill, unmatched expertise, and sophisticated thinking to everything they do. They take exacting pride in their work; they are incredibly easy to work with; they listen to and hear what the client wants and needs; and they deliver a product--on budget and on time--that reflects the client's goal--while incorporating their signature genius!”

The Duke Integrative Medicine video is complete and now being used in a multitude of ways, including as a presentation tool to educate medical professionals and the public alike about the Duke IM brand.

“The video Contrast Creative created will also be incorporated onto our website and become the standard centerpiece for all of our promotional efforts,” adds Geffner. “We believe it will serve to easily explain a complex idea to the public and encourage people to become part of the community of health and healing we are creating at Duke Integrative Medicine.”

To learn more about Duke Integrative Medicine, visit http://www.dukeintegrativemedicine.org.