5th February 2015

Using Web Videos in the Medical Industry

Using Web Video in the Medical Industry

In an age where physicians and professionals in the medical industry are largely rated on their patient satisfaction scores, it is critical that they ensure their patients and clients are well-informed and educated regarding their treatments and procedures.

According to a study published in the Official Journal of the Society for Academic Emergency Medicine (AEM), many patients who are discharged from the emergency department have a hard time understanding post-treatment care including medication, home care and follow-up instructions.

In the study “Hospitalized Patients’ Understanding of Their Plan of Care” published by the Mayo Foundation for Medical Education and Research, it was found that:

  • 1% of patients did not know their planned tests or procedures
  • 5% did not know whether medication changes were planned
  • 3% did not know if consulting physicians were planning to see them
  • 32% indicated that they did not know when they would be discharged

Other research found that only 22% of patients discharged from ED understood their diagnosis, 60% of surgical patients did not fully understand their procedure and that the average consultation time with a patient in the US is just 10 minutes.

Being that patient satisfaction is a primary component of determining pay-for-performance metrics, it is imperative that patient-physician communication is improved both from a financial as well as humanistic perspective.

One of the most effective ways to improve patient-physician communication is by utilizing animated video content. A great example of a company who used an animated video to educate patients and offer them tailored information specific to their diagnosis is Wisercare.

This company developed an online (SaaS) shared-decision making tool that was designed by physicians and healthcare experts to educate patients about their treatment options in order to make faster and smarter medical decisions.

Why is animation right for the medical industry?

  • Animation clearly and effectively communicates a procedure or complex idea in a friendly and non-threatening way
  • Easy to understand and suitable for all audiences, young and old
  • Patients can more easily identify with an animated explainer video rather than a brochure, pamphlet or text
  • Animation exudes empathy and connects with patients on an emotional level
  • Using imagery, diagrams and animated characters are ideal for educational purposes – think high school biology and an animated introduction to the human body

How can companies in the medical industry who don’t work with patients benefit from animated video?

  • Demonstrate how a specific piece of medical equipment works
  • Explain a complex cloud-based technology used to manage insurances, payments, and other financial aspects of a large medical facility
  • Break down the complexities of medical insurance policies and coverage plans
  • Highlight the benefits of your company over other the competition

If there were a field that needed an explanatory video, it would be the non-patient end of the medical industry. Trying to manage and calculate personal insurances, payments, procedures, and so forth is difficult as it is, but organizing it for an entire, or a group of surgical facilities, seems overwhelming. To make things easier, there are several software and technology companies that provide software and systems that are designed to simplify and streamline this process for the industry.

One in particular is Medibis (Medical Business Intelligence Solutions). Their technology boasts a 15-20% net improvement within medical facilities and used an animated video to explain why the technology is needed and what exactly it does. Their whiteboard animation is a great example of a non-patient based company who utilized video to communicate their product. Click the video to learn more:

If you are a professional in the medical industry looking to improve patient-physician communication or would like to explain how your medical device or software works, contact us today for a free consultation!

References:

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About the Author

Rich moved from Austin, Texas to Buenos Aires in 2008 to bring over eight years of business acumen to Revolution Productions. As the first point of contact, he is able to assess a client’s needs in order to recommend the most powerful animation style for portraying the desired message. When he isn’t facilitating continued growth of the company, he’s practicing his pop & lock and up rock.

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