Video everywhere

It wasn’t so long ago when the only place you were likely to see a company’s video was at an AGM, a sales presentation or maybe running mute on a loop in reception. Now it’s accessible to all – not only on branded websites but also on video hosting sites such as YouTube and web tv channels like ecancer.tv. Doctors.net, which regularly stream video based interviews with experts as a platform for their congress highlights.

Video in the healthcare sector

44% of patient education is now delivered through online video such as YouTube, 25% through webinars, 18% blogs and 9% video chat. (HealthEdAcademy).

There are great examples of blending video and social media in the UK healthcare space, among them HCA – the Healthcare Corporation of America, which operates six leading private hospitals in London, including The Wellington Hospital and The Portland Hospital. The HCA UK homepage offers you a quick video overview of this group: three minutes of reassurance that you’ve come to the right place with the option to share this with a colleague, friend or family member. Further videos highlighting particular services are cross-referenced on YouTube and other video sites. Understanding the value of web video in driving new business has played a big part in driving a sharp increase in referrals for this organisation.

Video SEO

So the first rule of online video has to be: do it well, or don’t do it at all. And just as important: enable people to find it. You could prompt them through a CRM email campaign, internet banners or even conventional advertising, but you’ll certainly need to do some Video Search Engine Optimisation and establish a presence on social media platforms.

Video SEO is evolving fast, and video viewers are getting cleverer, adding the word ‘video’ to their enquiries. Google now crawls across the full range of web media – text, images and video – and sites with video on the homepage are 53% more likely to feature on the first page of Google search results. Dedicated video search engines like Blinkx can also now look for keywords in a spoken interview and other engines will soon recognise faces and shapes on video.

Video is social

As healthcare information continues to grow dramatically across the internet, finding the right information can still present a problem. How do you know what to trust? Who to trust? The rise in shared content through YouTube, Facebook, and Twitter means that this information now comes peer reviewed, which means users trust it more, and if they trust it they’ll go on to share it themselves, building more and more referrals to the content.

Brandcast Health

Brandcast Health have gained considerable experience in this space having developed and maintain the multi-award winning www.ecancermedicalscience.com – which combines ecancerjournal, the online only peer-reviewed publication of the European Institute of Oncology and ecancer.tv, the web tv channel for cancer specialists around the world. With an audience of over 35,000 and more than 16,000 videos viewed per month, ecancer has become the leading cancer communication platform in Europe.

At Brandcast Health, we help our clients use video to promote their brands, engage internal customers, educate healthcare professionals, inform patients and tell their stories. Not only do we develop award-winning video, but we are experts at putting video content exactly where your customers will watch it and share it.

We have years of experience working in cancer communications, partnering with some of the biggest brands, institutions and societies. We understand that when it comes to cancer, you use a different voice depending on who your talking to and the discussions your are having. Our clients aren’t always selling; sometimes they’re educating, instructing or supporting.

Brandcast Health has a been working with clients in cancer-related fields since 2005. We have a wealth of experience communicating different cancer types to different audiences. From solid tumours to blood cancer, from patients to professionals; within cancer we work with patient groups, clinical trials, medical societies, publishers, hospitals, institutes, diagnostics, device, biotech and pharma.

You can view our cancer communications playlist on YouTube.

If you are a cancer organisation, patient group or oncology company and need digital support, then we’d love to hear from you. Contact Stephen Dunn to explore how we could help.

Brandcast Health work’s with industry, supported via sponsorship and educational grants, to provide video based education programmes which are published on ecancer and feature leading experts discussing and debating the latest data and emerging treatment strategies.

Introduction to ecancer.tv

Opportunities to engage with ecancer.tv – the leading oncology channel

If you are interested to find out more about our medical education initiatives on ecancer, please contact Stephen Dunn, Director of Healthcare at Brandcast Health.

Brandcast has partnered with some of the biggest brands and institutions in healthcare to help build brand pride, communicate best practice and attract new talent.

We understand that how you speak to employees and peers is as important as how you speak to clients and customers. Over our many years working in internal and corporate communications, our clients have trusted us with the delicate and crucial task of talking to the people they work with. Why? Because we appreciate the subtleties of tone, the knowledge of audience, and the captivating delivery required to make it work.

With our background in internal and corporate communications we can help you find your voice. With our rich heritage in video we can help you develop a compelling story. And with our expertise in all aspects of digital we can help you reach the right people, through the right channels.

We had a very successful week in Vienna for the 2012 edition of the ESMO Congress, delivering a range of projects which had video and social media at the heart. These included filming a number of our clients satellite symposia to be developed into webcasts and education programmes for internal and external audiences; expert interviews and panel discussions to be published on various healthcare professional websites such as ecancer and a live press briefing broadcast.

Onsite, our clients were engaging customers on their exhibition stands with our interactive iPad tools, which incorporated Mode of Action (MOA), opinion leader interviews, patient stories and case study videos.

We were busy analysing the social media conversation around ESMO, developing competitor insights for our clients. The Brandcast Health social media infographics, which were published daily during the ESMO congress were well received and gained much interest, particularly via Twitter.

Enjoy our video highlights of ESMO 2012 below.

If you would like to find out how Brandcast Health can enhance your next congress using video, interactive and social media, please contact Stephen Dunn. We’d love to hear from you.

So I thought I’d undertake some research, to find out which agencies and pharma companies we were up against – Google Search I thought would be the best place to start.

Search term: PM Society Digital Media Awards

Search engine: Google

Results: see below

Fascinating results I thought. I wish there was a category for SEO.

Author:Stephen Dunn

Have a look at our Mobile infographic below for some fast facts and a few tips to help you along with your mobile strategy.

• 67% of businesses post video to their own sites while 61% post to social media sites
• 52% say they’ve used video email marketing and 88% of them stated it had a positive impact
• 64% believe they will see an increase in their video marketing budgets for this year while 17% thought it would remain stable
• 29% said their video marketing budget would drop this year
• 76% believe that online video increases click through rates while 17% say no and 7% say they don’t know
• 72% believe that online video marketing raises purchase intent/conversion

In terms of the major barrier to online video in email marketing, 41% say that the availability of video assets was the problem while 25% said ease of implementation. Furthermore, 18% cited cost as a major barrier meaning either they thought video production was too expensive or the implementing of video marketing was too complicated.

It’s an interesting report that clearly shows that many businesses realise the potenital of online video marketing but are still challenged by how to go about doing it. One thing’s for certain though, businesses implementing a marketing campaign that includes online video are seeing the results.

Sectors using Online Video Marketing:

While video marketing in the healthcare and pharmaceutical sectors is still in it’s infancy we are already seeing interest in this area grow as channels such as ecancer.tv provide a ready made target audience, just waiting to digest new educational video content.  And for our hospital clients, video is proving a very successful tool for marketing their services to potential patients. Check out The Wellington Hospital as a case in point.

In the past, e-learning has been focused on Computer Based Training (CBT) and Web Based Training (WBT). But with the rapid development of mobile technology, it is no surprise that e-learning has had to adapt to the learning opportunities offered by portable technologies.

Mobile learning (m-learning) now delivers education in the form of apps and delivery to mobile browsers, but is sure to change and accomodate the quickly developing world of mobile technology.

For organisations with remote teams, such as a sales force, deploying important training via the iPad for example, will make learning on the move a reality, saving time and money.

We see video-to-mobile as a core component of mobile learning content (mLearning). You can say more in a three-minute film than in 100 pages of text; it’s the perfect learning medium to communicate big ideas in a  simple and compelling format – be it film or motion graphics.

Instructional videos help learners understand complex product information, complicated installation or assembly processes, and demonstrate effective sales or customer service techniques.

For patients, using video, with real doctors, nurses and patients explaining their disease, what to expect from their treatment and the importance of compliance to the effectiveness of their therapy can now de delivered to mobile so that the patient and their families have access to vital information without being tied to a DVD player.

For internal audiences, videos are also an excellent method to communicate the vision, mission and values of the organisation. A short video interview of the top management is an excellent way to communicate the goals or the organisation and welcome new employees.

CBT has brought about real benefits in terms of access to learning and efficiency for the provider and learner. This access and efficiency will increase exponentially as the rapid growth of smart phones and tablets continues and their technology improves.

Stephen Dunn

We just love the YouTube video announcing the recruitment of top British cyclist Rob Hayles as the new Near Naked Man Cycling Ambassador.

Near Naked Man is the champion for Male Cancer Awareness Campaign’s  (MCAC) campaign to combat the embarrassment that prevents men from discussing their bodily functions and getting tested for prostate cancer.

Using a creative approach to appeal to men’s sense of humour, MCAC want to reach a mass audience of men and those who care about them – whatever their age, culture, religion or sexuality. By getting the message across to younger men then perhaps they’ll remember it when they’re older and recognise the early warning signs in their older friends and relatives.

The Near Naked Man outfit is the world’s most eye catching cycling apparel, its purpose is to raise awareness and reduce embarrassment of male cancer. With Rob’s support they’re asking as many people as possible to sign up to their fundraising website www.ballsoutchallenge.org and help raise awareness of male cancer. Anyone who signs up to one of the charity challenges will be invited to a special Rob Hayles’ training day that will finish in the evening with their ‘end of season awards’ hosted by Rob and his special guests. Rob is a three times Olympic medalist and double track world champion and is one of the most experienced and respected riders in British cycling.

This is a memorable and creative disease awareness campaign that will appeal to the target audience of younger men (blokes) and the use of social video to deliver the message is wonderfully executed. Great job.

Who’s going to get their balls out then?