“Connecting with Audiences through Patient Experience Video

Sharing”

PAMELA JOHNSTONLahey ClinicDirector of New Media@LaheyClinic@PamJohnston

aka: SHOW Don’t Tell !Using Video to Tell Your Stories

Because we're addicted to technology!

Why Video? Why Now?

>30 minutes of video online daily

71% year-over-year growth

>2 billion unique YouTube views daily

1 in 3 people regularly watch healthcare videos

Health videos = 6th most popular category

• Behind movies, news, humor, music & weather

People Love Watching Video Online

True fans love sharing the love

Videos permanently celebrate success

Real people are today’s best spokespeople

In a techie world few are camera shy

• Even when the story is embarrassing

People Love Starring in Video Online

Case in Point: The Beautiful

Becky

Inside Job: Meet Your PCP

Dare to Experiment

Facebook Contests and Giveaways

Stuff We’ve Tried

“Ask The Doc”

More Stuff We’ve Tried

Topical News You Can Use

Even More Stuff We’ve Tried

Concepts to Consider:

Success Stories

Testimonials

Tours

Patient Education

Promotions

Introductions

Topical Info

News you can use

Procedures

Events

Getting Started

Who are you trying to reach and why?

Select ideas that resonate with that audience

Develop a strategy and editorial calendar

Ask for help and feedback

Produce, share and measure

Rinse and repeat

Inexpensive• Flipcam, video phone, HD digital camera

High quality

Light kit

Tripod

Basic Equipment

Rifa Lite Kit$650

Panasonic HPX5000$10,000

Cannon VIXIA$300

Flipcam$175

Share positive, strategic stories

Encourage customers to tell their own stories

Create value, not commercials

Shoot something worth sharing

Practice, Create, Share & Learn

Key Takeaways

Thank You!

PAMELA JOHNSTONLahey ClinicDirector of New Media@LaheyClinic@PamJohnston

URLs for VideosAddicted to Technology: http://www.youtube.com/watch?v=8P9gBq_ntusDr. Mourtzinos on Bladder Control:http://www.youtube.com/watch?v=_aPyBTvJ7so&feature=youtu.beBecky on YouTube:http://www.youtube.com/watch?v=ISBJSjaME54&feature=youtu.beBecky on Lahey.org:http://www.lahey.org/About_Lahey/Patient_Stories/Becky_s_Story.aspxMeet Dr. Elizabeth Nilson:http://www.youtube.com/watch?v=MDntk1SRzw0&feature=youtu.beMeet Dr. Polly Fraga:http://www.youtube.com/watch?v=XhNjvvT7VrQ&feature=channel_video_titleUnsedated Colonoscopy:http://www.youtube.com/watch?v=XhRy4HE64j0&feature=youtu.beLahey’s New Info Desk:http://www.youtube.com/watch?v=H9sZp8b-4hg&feature=youtu.beFacebook Contest:http://www.youtube.com/watch?v=AVLAEmP-Ybw&feature=youtu.beAsk The Doc:http://www.youtube.com/watch?v=zAFsJH0JUws&feature=youtu.beSlip and Fall:http://www.youtube.com/watch?v=TqWJSmREnSk&feature=youtu.bePink Glove Dance:http://www.youtube.com/watch?v=OEdVfyt-mLw&feature=youtu.beLahey Clinic Cancer Walk:http://www.youtube.com/watch?v=xf5QMNQ_qXM&feature=youtu.be