Booster Shot Media's proposal to create videos and comics for a research project on the ethics of Research on Medical Practices (ROMP)

1. Ethics of Research on Medical Practices (ROMP)
Proposal for videos and illustrations
For the Treuman Katz Center for Pediatric Bioethics at Seattle Children’s
Proposal prepared by
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BoosterShotMedia.com

2. About Booster Shot Media
Company
Booster Shot Media produces creative health information for medical audiences. We use comics,
animation, video, and other visual arts that are memorable to patients, providers, and the public.
Comics
Animation
http://iggyandtheinhalers.com/
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Booster Shot Media is a partnership between Alex Thomas, MD, an illustrator and board-certified pediatric allergist,
and Gary Ashwal, a health communication specialist, content producer, and creative strategist

3. Project Summary
Summary
The objective of the “Attitudes about Ethics of Research on Medical Practices (ROMP) is to better
understand how patients, the general public, and IRB members view the ethical implications of
randomization within the standard care. To achieve this, videos and illustrations are needed to
introduce concepts and provide concrete examples about research on medical practice. These
videos and illustrations will be used to trigger focus group discussions and survey responses.
Concepts to communicate:
• The safety and effectiveness of standard medical care
• The range of research approaches to improve medical care
• Clinical examples of uncertain approaches
Objectives
• Create videos and illustrations described above
• Create modular digital assets that can be repurposed or used independently
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4. Video Concepts
Videos - Concept Summary
Four videos will work in sequence to tell the story of how
research on medical practices is conducted. Beginning
with the interaction between an single patient-doctor
pair in the first video, each subsequent video will “zoom
out” to show this familiar one-on-one medical
appointment in the context of a larger system. Each video
will tell a slightly larger story and build on the information
in the previous video. As a whole, the videos will show
the broad picture of research on medical practices, why
this research is important, and how it affects “you,” the
patient.
Video 1: Standard medical care
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Video 2: Range of standard medical practices
Video 3: Range of research approaches
Video 4: Randomization
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Images and Characters ©2013 Booster Shot Media

5. Comics Concept
Supporting Comics Summary:
Based on the same visuals and characters as the videos, we will produce a 4-page comic (1-page for
each video) which can be subdivided into smaller standalone comics or illustrations. Each supporting
comic will convey the same key messages, but in a slightly different format that allows the reader to
review information at their own pace. The combination of the video and the comic provides a unique
way to reinforce key concepts using two complementary formats with overlapping information.
Video 1
Comic 1
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Video 3
Video 2
Comic 2
Images and Characters ©2013 Booster Shot Media
Video 4
Comic 3
Comic 4

6. Modular Structure and Repurposing Elements
The individual components will be created in such a way that allows for future restructuring or
alternative uses. This page has just two examples, but we can plan in advance for almost any use.
Both the video and comics can be easily reproduced in Spanish or any
other language by changing video narration and comic text. We have
experience producing videos in multiple languages.
Segments of the comics or stills from the video can
easily be extracted to serve as visual reminders next to
survey questions.
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Images and Characters ©2013 Booster Shot Media

7. Video 1: Standard Medical Care
Concept Frame for Video 1
The two main characters are introduced. This doctor-patient interaction will be repeated and
adapted throughout the 4 videos and comics as a constant reminder of how research on medical
practices affects “you” – the individual patient.
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Images and Characters ©2013 Booster Shot Media

8. Comic 1: Standard Medical Care
Supporting Comic – Possible Treatment
The comic will use the same characters, Andy
and Dr. Amy, to give a short narrative example
of standard medical care. Instead of the
“narrator,” the characters themselves will selfreferentially comment on their own story to
point out the key information that the reader
should remember.
For example, the reader will see a series of
panels that depict the simple story: Andy being
treated for high blood pressure by Dr. Amy.
Below these panels, Dr. Amy and Andy will
have a conversation about the simple story and
explain why Dr. Amy made the treatment
decision that she did and, more generally, how
doctors learn about guidelines, research, and
best practices.
Concept sketch (not final story/layout)
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Images and Characters ©2013 Booster Shot Media

9. Video 2: Range of Standard Medical Practices
Concept Frames for Video 2
New characters are introduced to show the range of standard
medical practices. Treatments A, B, and C are used to simply
convey the idea of different types of treatment.
Split Screen (see Appendix A)
Doctor B and Patient B
Doctor C and Patient C
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Images and Characters ©2013 Booster Shot Media

10. Comic 2: Range of Standard Medical Practices
Supporting Comic – Possible Treatment
The comic will mirror the content in video 2 to
explain the range of standard medical
practices.
Again, Dr. Amy and patient Andy will serve as
quasi-narrators by commenting on the simple
stories shown in the comic panels.
In this comic, the reader will see 3 simple
stories side by side (1) Dr. Amy and Andy, (2)
Dr. Barry and Beth, and (3) Dr. Cathy and
Carlos.
The layout of the comic will be designed to
emphasize that these are 3 patients with
identical conditions but receiving 3 different
standard medical treatments from 3 different
doctors. The comic ends with the question,
“How do we know which treatment is best?”
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Images and Characters ©2013 Booster Shot Media
Concept sketch (not final story/layout)

11. Video 3: Range of Research Approaches
Concept Frames for Video 3
The story continues to zoom out to remind the viewer that the doctor-patient interaction and
treatment decision is made thousands of times everyday. Using various simplified building shapes,
the video shows how the research can be conducted different ways: comparing patients, comparing
doctors, comparing blocks of doctors, or comparing between entire healthcare organizations.
Zoom out start
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Zoom out end
Images and Characters ©2013 Booster Shot Media

12. Comic 3: Range of Research Approaches
Supporting Comic – Possible Treatment
The comic will mirror the content in video 3 to
explain the range of research approaches.
Visually, the comic will use parallel panels to
show many doctor-patient pairs within many
different healthcare organizations.
Dr. Amy will explain how medical researchers
compare standard medical practices between
patients, doctors, and healthcare organizations.
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Images and Characters ©2013 Booster Shot Media

13. Video 4: Randomization
Concept Frames for Video 4
To help explain randomization, the visuals will
show a few options of how medical practice
might be randomized for research. Using
characters from our story, the narrative will
zoom out to show randomization options at
different levels.
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Images and Characters ©2013 Booster Shot Media

14. Comic 4: Randomization
Supporting Comic – Possible Treatment
The comic will mirror the content in video 4 to
explain randomization. Dr. Amy explains the
general idea of randomization and then
explains how that affects patient Andy’s
treatment.
Visually, the comic will give the reader a wide
perspective, so they can see the entire
randomization process. The structure will
convey the entire research plan but also let
reader see what this plan means for a single
patient.
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Images and Characters ©2013 Booster Shot Media