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Videos as Instruments of Physician Engagement

Carrie Vaughan, for HealthLeaders Media, September 27, 2011

In addition, the website helps Tufts improve consumer education and wellness efforts, says Hynes. "These videos provide tips for staying healthy, dealing with illness, and making good healthcare decisions," she says. "We have received numerous e-mails from patients saying that they watched the video and finally truly understand their disease or condition."

Prepping the docs

The 415-bed hospital, which partnered with PARTNERS+simons to develop the look, tone, and content of the videos, is proud of the campaign, says Hynes. "As soon as it launched we had physicians contacting us about being part of the next round of videos."

TuftsMedicalCenter.tv, which launched in 2009, currently has more than 100 videos, and as of

2011 also added nurses to the site. In addition, there have been more than 100,000 unique visitors to the site, brand awareness and preference numbers are rising steadily, and appointment requests are up 150%, says Tony Cotrupi, president and director of brand development with PARTNERS+simons.

"We've scheduled a significant number of appointments directly through the site, and many of these patients are patients who had never previously had an experience with Tufts Medical Center," added Hynes.

What makes TuftsMedicalCenter.tv different from what other hospitals are doing in the realm of physician videos is the quality of the videos and the fact that there is a large quantity of videos on the website, says Cotrupi.

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