For the last couple years I’ve been talking about the importance of developing online content that has real value for the target audience. In this day of the connected consumer, they decide what they watch, when they watch it, and on what kind of device. The consumer is in the driving seat. If we want to engage and inform them, we must develop content that interests them. The same old static web content won’t do the job. To that end, I’ve been pushing for hospitals to start using more video content on their digital platforms!
I rarely feature my firm’s services through my blog, other than perhaps by giving the occasional look at the finished product. My goal with this blog is usually to simply share developments within healthcare marketing. But today I am openly sharing information about a service that my firm offers that I feel is of value to healthcare organizations. Today, my company announced the launch of Physicians In Focus, a new business unit that specializes in the production of high quality physician videos. Please check out the introductory video that we’ve produced. It has footage of physicians and hospital administrators talking about the power of physician video:
Below is some of the language from the press release announcing this new endeavor:
Physicians in Focus will be dedicated to the development of engaging physician marketing programs and online video content that meet the expectations of today’s connected consumer. In addition to prospective patients and family members, campaigns will also target referring physicians who are gradually integrating digital communication into their daily routines.
“The simple truth is that patient care is delivered by physicians and health care providers, not by hospitals, buildings or health systems. Through the use of well-crafted physician videos, patients and family members can learn more about the person who will care for them. Patients will be able to assess the likelihood they will relate well to the physician, be comfortable sharing their life stories and working together to improve their health,” said Dan Dunlop, Jennings Principal.
Selecting a physician is one of the most important decisions an individual makes. For those facing serious illness, this is the individual who will guide them through their treatment and the ensuing journey to good health. Physicians in Focus will give hospitals and health systems a more meaningful way to introduce consumers to their physicians through online video segments. In general, video content is far more effective at capturing the attention of prospective patients and in conveying the personality and demeanor of a given physician.
Jennings developed Physicians in Focus to address a number of challenges currently facing hospital marketing and physician relations departments. The service will help hospitals and health systems to:
- Attract new patients through the development of engaging online physician videos. These videos are typically leveraged across a number of digital platforms including hospital websites, YouTube, Google+ and Facebook.
- Assist prospective patients and their families to select physicians with whom they relate by viewing introductory videos of the physicians.
- Engage community physicians and introduce them to the hospital’s leading specialists by way of online video.
- Inform community physicians of new procedures, treatments and research that can be accessed through the hospital or medical center.
- Attract new physicians to their medical staff by portraying the hospital as a physician-friendly organization as evidenced by the way it actively markets its physicians.
- Aid in physician retention efforts by demonstrating the organization’s willingness to promote this valuable asset.
- Enrich the hospital’s digital footprint and improve search engine rankings through the addition of meaningful video content.
Here’s the call-to-action: For more information about Jennings’ Physicians in Focus, please contact Dan Dunlop at 919-929-0225 or email him at firstname.lastname@example.org. To learn more about Physicians in Focus, go to physiciansinfocus.com.
Posted in Physician Marketing, Physician Recruitment, Physician Relations, Physician Videos | Tagged Jennings physicians in focus, linkedin, physician marketing, physician relations, physicians in focus | 5 Comments »
As long as I’m on a video content and storytelling kick (and I am), I thought I’d share with you a series of patient videos my firm recently produced for Signature Healthcare in Brockton, Massachusetts. I had the pleasure of conducting the interviews with most of these amazing people. It wasn’t easy for them to tell their stories, and, at times, it wasn’t easy to be the interviewer. They were brave to share their stories – and selfless. Above all, these individuals want others to learn from their experiences. These videos were created for members of the community who are facing similar health challenges. We hope that they will be empowered and motivated by what they learn from these compelling stories.
Posted in Patient Stories, Patient Videos, Use of Video, Video Content | Tagged digital health Linkedin, linkedin, online storytelling through video, patient stories, patient videos | Leave a Comment »
Well-crafted video is where it’s at! For healthcare marketers, it is time to climb aboard the video train. The connected consumer expects video content – even from hospitals and health systems! (If you’re interested, you can check out some of my previous posts about the importance of online video.) Here’s an infographic from Solutions 8, using information from the Content Marketing Institute, that addresses the keys to creating videos that are effective, relevant, and successful. Enjoy.
Posted in Use of Video, Video Content | Tagged creating compelling video content, creating compelling videos, linkedin, video in healthcare marketing | 2 Comments »
I belong to the Digital Health Group on LinkedIn. The moderator of that group, Paul Sonnier, has developed two animated videos that succinctly explain digital health. In sharing his video with the group, Paul clearly stated his mission: “It’s incumbent upon all of us to advance the intelligent application and utilization of digital health in order that it help us and our families live healthier and happier lives, while also improving healthcare delivery, efficiency, quality and access.”
As I watched Paul’s videos I wondered how others have used video to explain digital health. On YouTube I was able to quickly find a couple of other examples of animated videos addressing the topic. Those videos, and Paul’s, are embedded below. Enjoy!
Here are two videos by Paul Sonnier. For the past four years Paul has curated the Digital Health group on LinkedIn (20,000+ members). Paul is the head of Digital Strategy at Popper and Company – an M&A advisory and specialty consulting firm.
Posted in Digital Health, Digital Health Communication Education | Tagged digital health, digital health group, digital health Linkedin, digital health videos, explaining digital health, paul sonnier | Leave a Comment »
When my team develops a new integrated physician marketing program, we first assess the business objectives (patient acquisition, physician retention, etc.). Then we enter into a strategic process to determine what communication channels and platforms will enable us to cost-effectively reach the target audience within the context of their lives. Are they Facebook users? Do they commute to work using trains or buses? Are they blog readers? The formula is never just print, radio and TV.
Signature Healthcare’s physician marketing program definitely takes a multi-channel approach. The campaign is delivered via transit ads, web banners, a dedicated microsite, pay-per-click elements, one television spot adapted from the physician videos, print ads, social media and internal communication vehicles (posters, presentations). Below are a few components of the campaign featuring one of the 52 physicians we have highlighted – Dr. Michael Dern.
Transit Ads (You can click on images to enlarge)
Here’s a sample web banner from the campaign:
Here’s a print ad featuring Dr. Dern:
Here’s Dr. Michael Dern’s video that has been leveraged across a number of digital platforms (Facebook, YouTube, Google+ and more).
Posted in Advertising Campaigns, Physician Marketing, Physician Videos | Tagged integrated physician marketing, linkedin, physician marketing campaign, physician marketing program | 1 Comment »
According to a recent survey by the American Osteopathic Association, word of mouth continues to lead the way as the resource most often used to select a physician. The AOA infographic gives detail on how adults choose physicians for themselves and for family members. Remember, a lot of moms are selecting physicians for husbands, children and aging parents.
One of the things I would like to point out is that some of the attributes people look for in a physicians, and learn about through word of mouth, could be conveyed through better communications. Specifically, videos introducing physicians could go a long way toward conveying compassion, empathy, bedside manner, etc. With the proper online video content, consumers would not have to rely so heavily on word of mouth; they could get to know your physicians before ever setting foot in the practice.
Enjoy the infographic.
Posted in Infographics, Physician Marketing | Tagged american osteopathic association, AOA infographic, finding doctor right, finding Dr. Right, linkedin | 5 Comments »