Show, Don't Tell
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Transcript of Show, Don't Tell
“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
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