Video is one of the biggest trends for 2013. More patients are searching for health information online and more are using mobile devices. Providers have an opportunity to create and curate content in the way more people look to consume it — via video.
VIDEO AND MOBILE TRENDS
According to eMarketer’s US Digital Media Usage: Snapshot of 2013, there will be 73.3 million mobile video viewers during 2013, up 20% from 2012. One in three cell phone owners used their phone to look for health information in 2012, according to Pew Internet Research. They compare that with two years ago when only 17% of cell phone owners reported using mobile phones to look for health advice in a comparable study. Smartphone users accounted for 52% of those cell phone searches in 2012.
With more people viewing and searching for health information online, there is a growing opportunity for healthcare organizations and physicians to provide content in the way many people look to consume it — via video.
In the U.S., 183 million people watched more than 37 billion online content videos for October 2012, according to comScore. One company hoping to take advantage of these trends is Clear.MD. In beta, Clear.MD recently started enlisting providers for its video-based platform. Their goal is to allow users to “search for any health topic and watch short, clear single-topic videos from local healthcare providers”.
Physicians, practices and hospitals can create videos and then group these videos into “Vidscriptions” for patients on a particular topic. “I think there’s great potential here,” according rheumatologist Dr. Irwin Lim, “We plan to provide our patients the link to these Vidscriptions to help educate them and to consolidate what we teach them in the clinic.”
“How do I condense complicated medical explanations into less than 1 minute? The answer is to break down the topic into smaller snippets, to help answer specific questions.” – Dr. Irwin Lim
DOCTOR AS CURATOR
Another growing trend over the last few years is content curation. Providers curating content to share with their patients have an opportunity to bring their point of view to the massive amounts of health information that can be found online. By recommending resources along with videos, a physician can save patients time and provide value. Patients feel more comfortable with content recommended by their doctor. It is this trusted and recommended content that defines curation, as opposed to simple aggregation.
An Additional Way to Connect with Potential Patients and Colleagues
Patients are not only searching for health information, they also want to learn more about providers when searching online.
Video opens up an opportunity for physicians to show their human side. Dr. Brian Stork recently started creating videos and curating patient information. Not only is he curating around his specialty in urology, but he is also curating around his passion for his Michigan community. Sharing interests may be an additional way to connect with a potential patient or colleague.
Providers using video should be authentic and “real” and speak naturally, as if speaking directly to one patient.
Watch how Dr. Ronan Kavanagh, a Galway-based rheumatologist, turns lemons into lemonade by including his video bloopers on his blog.
- Keep videos short and shareable. Focus on one question or topic.
- Use close-ups (Images need to be large to show up on small screens.)
- Although people prefer videos to be short, the average time spent on a page with video was 3 minutes compared to 1 minute and 30 seconds.
- Videos included in email marketing have been shown to increase click-through rates by over 96%.
VIDEO SEARCH AND ANALYTICS
Videos can provide valuable analytics on search behavior and interactions to providers and healthcare organizations.
- Where are views coming from?
- Which keywords are driving searches?
- How long are people engaged?
- What information are viewers going to next?
Analytics can help providers understand the type of content they should be creating and curating next! ♦
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