Providers Create and Curate for Growing Mobile and Video Trends

Video is one of the biggest trends for 2013. More patients are searching for health information online and more are using mobile devices. Providers have an opportunity to create and curate content in the way more people look to consume it — via video.

VIDEO AND MOBILE TRENDS

mobile_health_thumb-300x286According to eMarketer’s US Digital Media Usage: Snapshot of 2013, there will be 73.3 million mobile video viewers during 2013, up 20% from 2012. One in three cell phone owners used their phone to look for health information in 2012, according to Pew Internet Research. They compare that with two years ago when only 17% of cell phone owners reported using mobile phones to look for health advice in a comparable study. Smartphone users accounted for 52% of those cell phone searches in 2012.

Dr. Howard Luks

With more people viewing and searching for health information online, there is a growing opportunity for healthcare organizations and physicians to provide content in the way many people look to consume it — via video.

In the U.S., 183 million people watched more than 37 billion online content videos for October 2012, according to comScore. One company hoping to take advantage of these trends is Clear.MD. In beta, Clear.MD recently started enlisting providers for its video-based platform. Their goal is to allow users to “search for any health topic and watch short, clear single-topic videos from local healthcare providers”.

Physicians, practices and hospitals can create videos and then group these videos into “Vidscriptions” for patients on a particular topic. “I think there’s great potential here,” according rheumatologist Dr. Irwin Lim, “We plan to provide our patients the link to these Vidscriptions to help educate them and to consolidate what we teach them in the clinic.”

“How do I condense complicated medical explanations into less than 1 minute? The answer is to break down the topic into smaller snippets, to help answer specific questions.” – Dr. Irwin Lim

DOCTOR AS CURATOR

Another growing trend over the last few years is content curation. Providers curating content to share with their patients have an opportunity to bring their point of view to the massive amounts of health information that can be found online. By recommending resources along with videos, a physician can save patients time and provide value. Patients feel more comfortable with content recommended by their doctor. It is this trusted and recommended content that defines curation, as opposed to simple aggregation.

An Additional Way to Connect with Potential Patients and Colleagues

Patients are not only searching for health information, they also want to learn more about providers when searching online.

Video opens up an opportunity for physicians to show their human side. Dr. Brian Stork  recently started creating videos and curating patient information. Not only is he curating around his specialty in urology, but he is also curating around his passion for his Michigan community. Sharing interests may be an additional way to connect with a potential patient or colleague.

Providers using video should be authentic and “real” and speak naturally, as if speaking directly to one patient.

Dr. Ronan Kavanagh

 Watch how Dr. Ronan Kavanagh, a Galway-based rheumatologist, turns lemons into lemonade by including his video bloopers on his blog.

VIDEO TIPS

VIDEO SEARCH AND ANALYTICS

Videos can provide valuable analytics on search behavior and interactions to providers and healthcare organizations.

  • Where are views coming from?
  • Which keywords are driving searches?
  • How long are people engaged?
  • What information are viewers going to next?

Analytics can help providers understand the type of content they should be creating and curating next! ♦

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Angela Dunn

Angela Dunn is a writer for HL7standards.com on health innovation and future trends. Dunn is a futurist who has assisted research organizations by forecasting trends in social, mobile and digital technologies. She is currently helping launch Permamarks.com , a startup revolutionizing the way knowledge (including health information) is curated and archived on the Internet. Follow Dunn on Twitter for health innovation at @HealthIsCool, or for future trends across many disciplines @blogbrevity. Dunn can also be found on Google+.

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  1. Mobile and Video Trends: Providers Create and Curate Content by @blogbrevity | #HITsm | Scoop.it - January 17, 2013

    [...] Video is one of the biggest trends for 2013. More patients search for health info online and use mobile. Providers have opportunity to create and curate content.  [...]

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