show, don’t tell
Post on 17-Oct-2014
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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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Case in Point: The Beautiful
Becky
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Inside Job: Meet Your PCP
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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