How Hospitals Can Leverage Online Video

August 9, 2012

We’ve all heard about the power of video for business.  Online streaming is being used more and more to communicate with customers and employees.  No matter the subject, video has the ability to draw viewers in and keep them engaged, whether they are employees watching training videos, physicians listening to a Town Hall from the CEO, or residents viewing a medical procedure.  

As outlined in a recent presentation by Steve Vonder Haar of Wainhouse Research, it may be most useful to view video as you would any other content type, or data, in your business (i.e. documents, reports, x-rays, presentations, etc.). Video is no longer defined as moving pictures with audio; it is being used as a rich tool that enables analysis and problem solving.  Whether healthcare providers are targeting patients, physicians or employees, streaming video has the ability to transform their business by offering five key values:

Video can be streamed live or archived for on-demand viewing.  Symposia and conferences can be broadcast live, while lectures and employee-training can be recorded, categorized and filed in virtual libraries, configured for specific user-groups to access.

Once video content is created it can be viewed anytime, anywhere on any device - allowing users to access the information they need, when they need it.  Residents can access Chief’s Rounds and view lectures they want to review.  A rehab patient can refresh their knowledge by watching a video on how to do their physical therapy exercises at home. Recent hires can watch new employee orientation at work, from home, or even during their train ride to work.  A surgical procedure taking place in Chicago can be viewed in real-time by a surgical team in India, all while the procedure is being recorded, then posted online for later viewing.

Once created, video content can be distributed to viewers anywhere in the world – with the click of a button.  It’s a way to make a procedure, a meeting or event available, everywhere - in an instant. A CEO can address an entire network of hospital & medical facility staff by streaming a video from the convenience of his or her office, just as easily as an emergency medical procedure can be streamed, as it’s happening, to clinicians in the same building, in another city, or another country.

Teaching hospitals can distribute online video-based Continuing Medical Education, reaching a global audience. Client–specific content can be created and made available via subscription or pay-per-view service.  Video-based training for staff makes it easier to manage compliance and personal certification requirements. Patients can schedule video-chat appointments with their physicians, saving time and resources. Videos are not standalone pieces of data; they can be linked with documents, PowerPoint slides, and photos, and distributed as a complete package of information.

Analytics should be a key feature of online video communication delivery. Know when employees have completed online compliance training, which service-related videos are most popular with perspective patients, and access survey reports from completed Continuing Medical Education.  Good analytics allow the healthcare provider to manage their business proactively, offer better patient service and help improve risk management positioning.

Video is a powerful communication technology for hospitals – it’s dynamic, engaging, and immersive and provides a user-experience that no static content (web page, documents, PowerPoint slides) can match - and it’s easier and more affordable than ever to integrate into their business.  Video can change the way hospitals do business by significantly improving communication, helping to better inform and empower patients, employees, clinicians and partners.  Better communication, resulting in better patient care can give healthcare providers a competitive advantage - and with H-caps (HCAHPS) surveys beginning in October 2012, perceived value and improved patient care becomes more important than ever.

Are you leveraging online video to your full advantage?

Inteli-Safety Team

The Intelivert Inteli-Safety Team consists of seasoned safety professionals, business process experts, compliance specialists and market analysts who strive to provide valuable content to keep our clients and our readers informed. Our blog content focuses on safety, regulatory and compliance trends, technology and other current events.

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