Web Video & Healthcare: Case Studies & Best Practices

Web Video & Healthcare: Case Studies & Best Practices at Kaiser Permanente Larry Kless Production Manager, Videoconferencing Multimedia Communications Kaiser Permanente Business Development Institute Webinar May 14, 2009

Agenda

About Me

About Kaiser Permanente

Content Delivery at Kaiser Permanente

Content Delivery Networks at Kaiser Permanente

Case Studies - Internal Web Video

Case Studies - External Web Video

About Me

Production Manager in Northern California Regional Multimedia department

Worked at Kaiser Permanente since 1990

25 Film, video, audio

19 years in videoconferencing

Fine Arts background

2009 Streaming Media All-Star

Blog on streaming media and online video publishing

http://klessblog.blogspot.com/

http://onlinevideopublishing.com/

http://www.linkedin.com/pub/dir/larry/kless

About Kaiser Permanente

Founded in 1945

The nation's largest not-for-profit health plan

Serving 8.6 million members

8 Regions covering 9 states and the District of Columbia

159,766 employees

14,000 physicians

32 medical centers

421 medical offices

Headquarters - Oakland, California

* data circa 6/04

Content Delivery at Kaiser Permanente

Internal

Education and training

Business communications

External

Health education

Marketing

PR

Recruitment

Content Delivery Challenges

No enterprise wide web video solution

Live streaming unsupported by IT

Network not optimized for streaming

Video delivery method is primarily ad hoc progressive download and external video hosting based on business need

Internal Content Delivery Networks

Videoconferencing

400+ end points

Tandberg 6000 codecs, 384 Kbps, H.320 over private Passport enterprise network

Main channel for live broadcast and interactive video

Intranet

Rich media delivery

Progressive download VOD (video on demand)

Streaming media

Internal Content Providers

Top Four

Clinical Education

Physician Education (CME)

Nursing Education (CE)

Regulatory and Compliance

Sales, Marketing and Account Management

Communications, Brand Strategy, PR

Physician Education (CME) – Permanente Medicine

Bi-monthly live CME videoconferences for clinicians

Noon time slot to reach broad audience (avg. 1200)

50 minute program length, round table discussion

Post-event distribution mainly DVD (internal/external)

Short clips and full programs available as Windows Media and Flash Video via intranet

Podcasts available at: http://tpmgphysicianed.org/education/pmt/recordings.html

Physician Education (CME) – Permanente Medicine Permanente Medicine Today Videoconference, Multimedia Video Studio

Physician Education (CME) – Permanente Medicine

Distance Learning Programs – Nursing Pathways Learning and Development

Clinical E-Learning

Clinical Videoconferencing Network

Web Video

Webinar

Distance Learning Programs – Nursing Pathways Clinical Videoconferencing Network

Frequent live CE videoconference for nurses

Interactive and broadcast videoconferences and webinars

1 to 6 hour program lengths depending on topic

Post-event distribution on DVD and streaming video on Nursing Pathways web site

Videos also delivered in various digital formats for training

Clinical Videoconferencing Network Clinical Videoconferencing Network faculty prepares for Neonatal Intensive Care Unit (NICU) Training in Flagship Studio - Oakland, CA

Clinical Videoconferencing Network Presenters break in Flagship Studio - Oakland, CA

Internal Production Facility – Flagship Studio Flagship Studio Control Room - Oakland, CA

Internal Production Facility – Flagship Studio Audio Console Video Console

Nursing Pathways - Web Site http://nursingpathways.kp.org/

Nursing Pathways - Web Video http://nursingpathways.kp.org/national/learning/webvideo/index.html

Nursing Pathways - Webinar

WebEx sessions are live, interactive presentations by clinical experts utilizing web technology

Stand-alone session or add-on to videoconference

Open to all clinicians, both KP as well as non-KP employees, free of charge

Webinar offerings increase access to educational programs through online participation

Communications - Employee Generated Content

Regional news on intranet website

Communications department collaborates with Multimedia on web site design and content creation

Communications specialists write stories and record videos with Flip camera

Sr. Web Developer edits video and designs web site

Best Practice for Internal Web Video Communications

Utilize available internal resources for video delivery

Use existing video network to distribute live programming

Internal Sr. Producers manage creative and technical

Highly collaborative working relationship between clients and multimedia and videoconferencing departments

Repurpose video content for on demand viewing, audio podcasts and streaming media

Outsource streaming media hosting to external service provider

Clinical Videoconferencing Network

Use Case Scenario - Workforce Development

Challenge

Communicate change in HR system to 55,000 regional employees

Live streaming video prohibited

Live videoconference not feasible due to conference room unavailability and staff shifts

My HR http:// xnet.kp.org/hr/ca/myhr/info.htm

Use Case Scenario - Workforce Development

Solution

Produce online video and synchronized slide presentation

Outsource streaming video hosting

Send all email to employees

Result

Capture viewing metrics

Reached 15,000 views within first 2 weeks

My HR http:// xnet.kp.org/hr/ca/myhr/info.htm

Use Case Scenario – Executive Communications George Halvorson, Chairman and CEO, KFHP, Inc. & KFH presents at 2006 Executive Leadership Forum

Use Case Scenario – Executive Communications Screen shot of intranet VOD - Flash 8 video w/ synchronized Powerpoint

Frame grab of Michael Leonard, MD, Physician Leader Patient Safety presenting at The Human Factor: Effective Teamwork & Communication Videoconference, Walnut Creek, 9/25/06

Use Case Scenario – CME Field Productions

http://hpi.kp.org/hpi/do/document?oid=7854 Use Case Scenario – Sales and Account Management

Regional video communications

Brand Communications

Content Delivery

External

Health education

Public Relations

Recruitment

Sales and Marketing

External Content Delivery – Health Education http://www.kaiserpermanente.org

Portal to Members Your Personal Physician’s Homepage

Access to Health Care Information

Online Patient Education Videos

External Content – Marketing to Employers http://kpemplyhealth.org

External Content – KP Newscenter http://xnet.kp.org/newscenter

External Content – KP Newscenter

External Content – KP YouTube Channel http://www.youtube.com/kaiserpermanenteorg

External Content – KP YouTube Channel

External Content – Michelle Shocked YouTube Channel

External Content - PR & Recruitment Webcasts

Press conferences

Public outreach

External audience is primarily news media Available only as archived event for internal audience

Clients are Media Relations and The Permanente Medical Group

Webcast Examples

Research Program on Genes, Environment, and Health Press Conference

Healthy Heart Press Conference

Northern California Residency Programs Open House

Kaiser Permanente Research Program on Genes, Environment and Health

http://www.dor.kaiser.org/studies/rpgeh/

Live Web cast Research Programs on Genes, Environment and Health (RPGEH) Web Cast February 14, 2007

Kaiser Permanente Healthy Heart web site

http://www.permanente.net/healthyheart/

Live Web cast Healthy Heart Web Cast April 26, 2007

Kaiser Permanente Northern California Residency Programs Open House

http://residency.kp.org/ncal/

Kaiser Permanente Northern California Residency Programs Open House KP Residency Open House Web cast Sept. 8, 2007

Kaiser Permanente Northern California Residency Programs Open House "What they're doing at Kaiser seems to be an innovative approach to recruiting," said Charles Clayton, who is vice president for policy at the Assn. of Program Directors in Internal Medicine "Clearly, an in-person open house is limited to people in a geographic area," Dr. Blumberg said. "Medical students are part of the 'Millennium Generation,' and it's second nature to them to watch streaming videos and get their information online. This was a way to appeal to this technologically [savvy] audience."

Web Video & Healthcare Best Practices

Deploy online video as live and on-demand offerings based on communication needs

Apply professional high quality video standards

Complete pre-planning, needs assessment, objectives, promotion and distribution plans in advance

Utilize available internal resources for video delivery

Outsource and partner with external solutions providers when appropriate

Evaluate and measure ROI

For More Information

[email_address] Production Manager, Videoconferencing Multimedia Communications Kaiser Foundation Health Plan, Inc. 1950 Franklin, 3rd Floor Oakland, CA 94612 Tel: (510) 987-3956 Cell: (510) 847-4286