This document discusses how online video and audio can help healthcare organizations engage with consumers and patients. It provides examples of how the Medical University of South Carolina (MUSC) used online videos that explained bariatric surgery procedures, which drove new patient business and generated over $780,000 in total revenue. The document also outlines MUSC's use of podcasts on various health topics, which attracted international listeners and feedback. MUSC employed strategies like custom RSS feeds and widgets to spread their health-related content through various online channels.

2. Give Them What they Want

3. Video and Audio Lengths? This is consistent with what we found at the Medical University of South Carolina

4. Online Video Health Sites Continue to Grow

5. Consumer Focused Video Sites

6. Physician Targeted Video Sites

7. YouTube Allows for User Generated Advertising of Your Services Embed code for distribution of video

8. Video Goes Viral Insure that you brand your content and include contact information. The best practice would be to use a unique telephone number in order to track your content.

9. Share your Content with the World

10. Online Video Patient Stories to Qualifiers

11. Bariatric Video Program Drives Business There were 888 people who viewed the on-line Bariatric Videos over an 11 month period and provided enough demographic information to track in MUSC’s Accounting Systems. Of those 888 people, 131 people (14.75%) had 523 subsequent encounters with GI Surgery. Of those 131 people 62 (47.33%) were considered new to MUSC with this being their first encounter.

12. MUSC Bariatric Video Return on Investment $ 772,000.00 $ 8,000.00 $ 780,000.00 Web Development and Video Production Costs Revenue Generated by patients who registered online and watched the video TOTAL REVENUE LESS EXPENSES * Excludes Adwords Expenditures to Drive Site Traffic

13. Podcast Audience Demographics Source: PEW/ Internet August 2008

14. Consumer Generated Custom RSS Feeds MUSC offers the ability to dynamically subscribe to podcasts based on key words. This allows the end user to create a custom RSS feed of their own.

15. Disease and Treatment Focused Content 180+ Physicians helped produce the content. Single podcast focus differed from the general approach of creating a series but is in line with the way consumers search for health information. One of our goals as a public institution was to was to increase health literacy.

16. Pregnancy Series

17. Sponsorships Create a Winning Combination

18. i-Tunes Allows us to Spread the Word MUSC has 62 Channels and continues to grow on i-Tunes

19. Give them Options

20. E-Mail Makes it Simple to Subscribe

21. E-Mail Subscriptions

22. Customize and Brand your with FeedBurner

23. Delivery and Tracking with FeedBurner

24. Gathering Feedback from the World

25. More Sample Feedback

26. New Media Allows you to Create Dialogues with Potential Customers

27. International Feedback

28. Enhanced Physician Profiles

29. Podcasts and Video Go Social

30. Custom Downloadable Widgets MUSC offers the downloadable custom widgets for its feeds through SpringWidgets.

31. More Options- Widgets Widgets can spread your message through social media

32. Building your reputation with Widgets

33. Beyond the Web- Text Messaging

34. Use of New Media in other Electronic Mediums is a Winning Strategy New Media is Integrated in all of MUSC’s e-Newsletters

35. e-Newsletters- Embedded Video Engages Integration of video into e-Newsletters

36. Blogging with Physician Involvement

37. New Media Goes Mobile at MUSC

38. Search is Critical to Engagement