Engaging Video Content Improves Online Healthcare for All
Being at the forefront of the battle against Covid-19, health workers worldwide are working day and night, under extreme conditions, to treat infected patients and ensure the continuity of health services for their communities. While doing so, doctors, nurses, and health professionals face two unprecedented challenges. First, they need to stay continuously informed on accumulating trial treatment research and frequently changing clinic protocols for this little-known disease. Second, they must be able to do that while social distancing from their colleagues and working in small shifts to minimize contagion risk. Additionally, health providers find themselves at the tip of the spear in promoting the public’s understanding and education that are essential to mitigating this crisis effectively. They need to be able to reach their audiences online and through remote communication.
Getting the Message to the Masses
In times of crisis, people seek news, data, and advice and digital experiences for healthcare become more important than ever before. Simultaneously, their attention span is limited. For this reason, emergency information must be made available and accessible yet digestible and comprehensive.
Video as part of a digital engagement strategy helps overcome language and cultural barriers and simplify even the most complex and abstract information. Therefore, it’s ideal for educating people on any topic, from how to put a mask properly to the symptoms indicative of Covid-19. It also strikes a deeper connection and elicits stronger emotional responses, making it more memorable and effective. Studies show that viewers retain 95% of a video’s message compared to only 10% of textual information. Audiences across all generations turn to video today as their preferred method for everyday learning (68%).
Providing Impactful Information at the Right Time
Frequent communication and real-time response are crucial during a crisis. News has to get out quickly and be easily updated to correspond to changing events. Content has to be agile, easy to produce, and manageable. Using external production shops with lengthy and cumbersome approval cycles just won’t cut it. An advanced video management platform enables health providers to do precisely that, leveraging smart, accessible, and streamlined video creation and distribution tools to serve a global and diverse community in need.
Putting in place a centralized and an easy-to-navigate patient portal is essential to minimize hospital and doctor visits for routine inquiries, check-ups, and postoperative follow-ups. It also offers a single source of truth, which is always available for on-demand viewing, from any device, screen, and network, wherever you are. Curating personalized playlists and using interactive tools – like hotspots, in-video questionnaires, and interactive video paths – are just some ways to provide immersive virtual care. These engage patients, creating lean-forward, accountable, and measurable informative experiences.
Empowering Healthcare Workers with Modern Training Tools
As healthcare providers face the need to regularly share knowledge within the organization, efficiently train medical personnel, and ensure compliance, videos can prove extremely advantageous. A highly searchable VOD portal can offer nurses and doctors contextual micro-learning experiences right on their mobile devices. Live executive communications or tailored video courses can help instruct medical personnel on updated protocols. Interactive learning pathways can demonstrate new cleaning practices for clinic workers exactly when they need it.
Video also enables health providers to learn about their viewers. By analyzing video consumption and engagement patterns or evaluating answers and choices (in the case of video paths, polls, and questionnaires), video is a second-to-none source of highly useful and actionable data. Which videos are medical personnel watching? Are they watching until the end or stopping midway? What parts interest them the most? Leveraging this in-depth data lets organizations improve their training procedures, and consequently, their staff’s skills and expertise. It also allows them to monitor each staff member’s progress and verify their information retention.
Providing Consistent, Reliable and Secure Information
Health insurers and healthcare organizations have long seen the benefits of providing personalized, secure, and engaging content to their patients and members. Adding video content that is customizable and searchable will help differentiate them from the competition by offering a unique service when patients need it more than ever.
A new normal is slowly taking shape because of the pandemic. It may require health providers to introduce more patient and staff digital communication further down the line. For now, reevaluating their educational practices and accelerating video learning is an excellent start.
To learn how HCL Digital Experience is adding industry-leading video capabilities from Kaltura to its platform, register for our webinar on October 27, 2020
