Show, Don't Tell

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“Connecting with Audiences through Patient Experience Video Sharing” PAMELA JOHNSTON Lahey Clinic Director of New Media @LaheyClinic @PamJohnston

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Transcript of Show, Don't Tell

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“Connecting with Audiences through Patient Experience Video

Sharing”

PAMELA JOHNSTONLahey ClinicDirector of New Media@LaheyClinic@PamJohnston

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

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Because we're addicted to technology!

Why Video? Why Now?

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>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

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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

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Facebook Contests and Giveaways

Stuff We’ve Tried

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“Ask The Doc”

More Stuff We’ve Tried

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Topical News You Can Use

Even More Stuff We’ve Tried

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Concepts to Consider:

Success Stories

Testimonials

Tours

Patient Education

Promotions

Introductions

Topical Info

News you can use

Procedures

Events

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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

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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

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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

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Thank You!

PAMELA JOHNSTONLahey ClinicDirector of New Media@LaheyClinic@PamJohnston

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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