November 10, 2011
With its built-in HD camera and easy-to-use interface, the iPad 2 makes it possible to shoot high-quality videos on the go. Learn how to make the most of your iPad 2 by adding a few accessories.
You’ve already taken the plunge, purchased the iPad and added it to your hospital’s list of technological assets. The iPad is perfect for a multitude of uses within your community hospital, from acting as a digital file keeper to being a quick reference tool, but how can you make the most of this portable and versatile device?
Use the iPad, with its sophisticated, built-in video camera, to replace other portable flip-style video recorders.
The iPad 2′s intuitive interface makes capturing video effortless. Simply open the default camera, toggle from the still camera to the video icon and press the red button in the center to start and stop recording. Voila! You have high definition video footage — and a large and clear screen on which to view it!
But there are limitations to the iPad. With its sleek design and rectangular shape, it’s hard to hold the iPad perfectly still while filming. The built-in microphone certainly picks up audio — but it also captures unwanted background noise — and the backside illumination sensor doesn’t provide enough light for low-light settings. Only basic editing, such as trimming your clip, can be done on the fly while you’re reviewing the clip.
To take full advantage of the iPad’s video capabilities, I would recommend a few tools.
The Essential Tools
- iMovie App ($5): This video editing application may be purchased from the Apple App Store. Significantly improve the editing capabilities of your iPad. Check out this video on editing using iMovie.
- The iMove app works with all video recorded from an Apple device — iTouch, iPhone or iPad.
- iPad 2 Movie Mount ($70): The Movie Mount is a special case which holds your iPad while you’re shooting video. The Movie Mount may be attached to a tripod for stable shooting. Video accessories — such as lights, lenses or microphones — may easily be attached to the case. It may be purchased online.
- LED Video Light: Consider purchasing an LED light such as this one with a hot shoe design, which will clip right into your Movie Mount. Lights range in size and price, depending on your needs.
- Camera Lens: The Movie Mount comes with a 37 mm screw fitting, which enables you to supplement the iPad with a variety of lenses. This will help you zoom in and focus more easily when shooting interview videos. I like this 37 mm lens.
- Shotgun Microphone: Use a shotgun microphone to improve your video’s audio.
Why Should I Shoot Videos?
- Audiences are moving online. Studies have shown that Americans spend an equal amount of time online as they do watching television. And of that time spent browsing the web, an average three-and-a-half hours per week are spent watching online videos.
- Online videos may elicit a response. A study from Burst Media found that 18.2 percent of online video viewers took some kind of action based on seeing an online video ad. And these are not just your young viewers “” older viewers were actually more likely to take action.
How Can I Use Videos for My Community Hospital?
- Introduce your staff or your hospital. Use the iPad to make a quick introduction video of your hospital staff, a new ward or new equipment. Make your patients feel more comfortable by allowing them to familiarize themselves with your hospital’s layout and doctors through your videos.
- St. Louis Children’s Hospital is using the iPad as part of its treatment regime to educate, distract and prepare its young patients. The iPad is used to educate the young patients about their health concerns as well as introduce them to hospital staff and provide entertainment.
- Explain procedures and capture patient testimonials. Make a video of a doctor explaining a procedure or interview patients who have undergone a procedure. Gain your community’s trust by openly discussing and demonstrating patients’ success stories.
- Disney Pavilion at Florida Hospital and St. Luke’s Health System in Idaho are running pilot programs of an application for the iPad called Medical Video jLog, which uses short, interactive clips to explain common medical procedures. Patients can then view videos and patient testimonials.
- Create simple advertisements. Make your own video advertisements celebrating your hospital’s quality and community involvement and post them on YouTube!
Additional Resource: Check out this article on Ten Tips for shooting iPad 2 Video.
September 10, 2010
Video story telling is a powerful hospital marketing tool that is extremely effective to identify and make sense out of experiences.
Videos are quickly becoming the main way consumers search for health information. Community hospital’s videos often market the bigger over-arching brand using data and facts and miss opportunities for connecting through individual stories.
The initial step, before jumping into a storytelling video: community hospital marketers should organize and plan.
- Identify the context by analyzing the audience, purpose and delivery
- Identify the cast (people/subjects featured in video)
- Identify the storylines that provide context for each subject
- Write an overall OUTLINE of the story
- Schedule the interviews
- Outline the questions/points for the interview
- Interview each subject on-camera as a conversation
- After each interview, log and transcribe each interview
- Write final script
- Identify gaps in story
- Write narration and on-camera host scripts that interweave the interviews that display the story (beginning, middle and end).
- Edit the story. Be prepared to deviate from the script based on pacing and story execution.Â Place each piece of the puzzle together to support overall message.
- Revision cycle with stakeholders
- Deliver the message to the target audience
- Listen for brand ambassadors – Facebook, blog comments and Twitter postings are relevant up-to-date ways to connect to our future brand ambassadors. Use these channels to locate patient stories.
- Listen during the interview - Watching the subject’s facial expressions while you ask questions helps you understand what makes them tick. Does their mood change? Is now a good time for a hard question?
- Listen during the logging/transcription – Does it translate into the intended message? Log “soundbites” and opportunities for B-roll.
- Listen during the editing process - How does the story flow? If it feels awkward, forced, contradicting, etc; then be willing to change so that you feel “at peace” with the pacing.
- Listen during the revision process – Watch and listen to others as you present the story to your peers and the stakeholders. Watch their facial expressions. Notice when each person starts to lose interest or presents a complimentary emotion that matches the moment in the story. Does your audience smile or laugh when someone cracks a joke? Be willing to abandon ideas if they don’t reinforce the overarching goal.
- Most importantly, listen to your own instincts.
Before we can engage our audience with a message, we must know them! We must be able to look through their eyes, hear with their ears, feel their tendencies and understand their predispositions.
September 7, 2010
Video sharing platform YouTube, has become one of the web’s most popular search engines for healthcare, and community hospital marketers should definitely take notice.
Community hospital marketing is entering a new era and the game is about to greatly change. The web has given patients the ability to shop for healthcare solutions, compare quality and be better informed. With 32 percent of YouTube viewers watching health videos, YouTube should dominate your social media plan.
Kevin Silverman, healthcare specialist and vice president of digital strategy for Ogilvy, noted some of the current trends in video watching:
- Of YouTube’s 180 million viewers, 32 percent watch health videos – more than food or even celebrity videos
- Of those viewers, 79 percent of health consumers have watched videos about their specific health condition
- 93 percent take action after viewing health information
- 69 percent conduct further online research as a result of the video they watched
- 60 percent interact with their doctor
Kevin had an opportunity to meet with the healthcare team at YouTube and learn more about what these trends mean for healthcare:
- YouTube, and online video sources provide an avenue to reach patients with condition specific information, which could include treatment options, and drive them to speak with their healthcare provider.
- Opportunities exist on YouTube to provide patients with branded messages in advance of the patient-doctor conversation.
- Providers and pharmaceutical companies have another opportunity to reach consumers who are actively interested in receiving information on their conditions and actively searching for information.
Particularly for community hospitals, I would add these to Kevin’s list:
- Tour of facilities
- Introductions of physicians and staff
- Patient stories
- Surgeries and other procedures which help to educate patients
Check out the examples below to see how other hospitals are using YouTube to reach their patients:
What does this all mean for community hospitals?
“It means YouTube, and online video sources provide an avenue to reach patients with condition specific information, which could include treatment options, and drive them to speak with their healthcare provider,” said Silverman. “And, opportunities exist on YouTube to provide patients with branded messages in advance of the patient-doctor conversation.”
YouTube is an exciting and becoming an essential tool for marketing community hospitals.
Read Kevin’s entire article: “Looking to reach consumers in the healthcare space? Consider tuning into YouTube”