Web Video & Healthcare: Case Studies & Best Practices

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This is the slide deck I used for a webinar event hosted by Business Development Institute and The Feedroom (Now KIT Digital), "Web Video & Healthcare: Case Studies & Best Practices" http://tinyurl.com/yzrmjkt

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Web Video & Healthcare: Case Studies & Best Practices

  1. 1. 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
  2. 2. Agenda <ul><li>About Me </li></ul><ul><li>About Kaiser Permanente </li></ul><ul><li>Content Delivery at Kaiser Permanente </li></ul><ul><li>Content Delivery Networks at Kaiser Permanente </li></ul><ul><li>Case Studies - Internal Web Video </li></ul><ul><li>Case Studies - External Web Video </li></ul>
  3. 3. About Me <ul><li>Production Manager in Northern California Regional Multimedia department </li></ul><ul><li>Worked at Kaiser Permanente since 1990 </li></ul><ul><li>25 Film, video, audio </li></ul><ul><li>19 years in videoconferencing </li></ul><ul><li>Fine Arts background </li></ul><ul><li>2009 Streaming Media All-Star </li></ul><ul><li>Blog on streaming media and online video publishing </li></ul><ul><ul><li>http://klessblog.blogspot.com/ </li></ul></ul><ul><ul><li>http://onlinevideopublishing.com/ </li></ul></ul><ul><ul><li>http://www.linkedin.com/pub/dir/larry/kless </li></ul></ul>
  4. 4. About Kaiser Permanente <ul><li>Founded in 1945 </li></ul><ul><li>The nation's largest not-for-profit health plan </li></ul><ul><li>Serving 8.6 million members </li></ul><ul><li>8 Regions covering 9 states and the District of Columbia </li></ul><ul><li>159,766 employees </li></ul><ul><li>14,000 physicians </li></ul><ul><li>32 medical centers </li></ul><ul><li>421 medical offices </li></ul><ul><li>Headquarters - Oakland, California </li></ul><ul><li>* data circa 6/04 </li></ul>
  5. 5. Content Delivery at Kaiser Permanente <ul><li>Internal </li></ul><ul><ul><li>Education and training </li></ul></ul><ul><ul><li>Business communications </li></ul></ul><ul><li>External </li></ul><ul><ul><li>Health education </li></ul></ul><ul><ul><li>Marketing </li></ul></ul><ul><ul><li>PR </li></ul></ul><ul><ul><li>Recruitment </li></ul></ul>
  6. 6. Content Delivery Challenges <ul><li>No enterprise wide web video solution </li></ul><ul><li>Live streaming unsupported by IT </li></ul><ul><li>Network not optimized for streaming </li></ul><ul><li>Video delivery method is primarily ad hoc progressive download and external video hosting based on business need </li></ul>
  7. 7. Internal Content Delivery Networks <ul><li>Videoconferencing </li></ul><ul><ul><li>400+ end points </li></ul></ul><ul><ul><li>Tandberg 6000 codecs, 384 Kbps, H.320 over private Passport enterprise network </li></ul></ul><ul><ul><li>Main channel for live broadcast and interactive video </li></ul></ul><ul><li>Intranet </li></ul><ul><ul><li>Rich media delivery </li></ul></ul><ul><ul><li>Progressive download VOD (video on demand) </li></ul></ul><ul><ul><li>Streaming media </li></ul></ul>
  8. 8. Internal Content Providers <ul><li>Top Four </li></ul><ul><ul><li>Clinical Education </li></ul></ul><ul><ul><ul><li>Physician Education (CME) </li></ul></ul></ul><ul><ul><ul><li>Nursing Education (CE) </li></ul></ul></ul><ul><ul><li>Regulatory and Compliance </li></ul></ul><ul><ul><li>Sales, Marketing and Account Management </li></ul></ul><ul><ul><li>Communications, Brand Strategy, PR </li></ul></ul>
  9. 9. Physician Education (CME) – Permanente Medicine <ul><li>Bi-monthly live CME videoconferences for clinicians </li></ul><ul><li>Noon time slot to reach broad audience (avg. 1200) </li></ul><ul><li>50 minute program length, round table discussion </li></ul><ul><li>Post-event distribution mainly DVD (internal/external) </li></ul><ul><li>Short clips and full programs available as Windows Media and Flash Video via intranet </li></ul><ul><li>Podcasts available at: http://tpmgphysicianed.org/education/pmt/recordings.html </li></ul>
  10. 10. Physician Education (CME) – Permanente Medicine Permanente Medicine Today Videoconference, Multimedia Video Studio
  11. 11. Physician Education (CME) – Permanente Medicine
  12. 12. Distance Learning Programs – Nursing Pathways Learning and Development <ul><ul><li>Clinical E-Learning </li></ul></ul><ul><ul><li>Clinical Videoconferencing Network </li></ul></ul><ul><ul><li>Web Video </li></ul></ul><ul><ul><li>Webinar </li></ul></ul>
  13. 13. Distance Learning Programs – Nursing Pathways Clinical Videoconferencing Network <ul><li>Frequent live CE videoconference for nurses </li></ul><ul><li>Interactive and broadcast videoconferences and webinars </li></ul><ul><li>1 to 6 hour program lengths depending on topic </li></ul><ul><li>Post-event distribution on DVD and streaming video on Nursing Pathways web site </li></ul><ul><li>Videos also delivered in various digital formats for training </li></ul>
  14. 14. Clinical Videoconferencing Network Clinical Videoconferencing Network faculty prepares for Neonatal Intensive Care Unit (NICU) Training in Flagship Studio - Oakland, CA
  15. 15. Clinical Videoconferencing Network Presenters break in Flagship Studio - Oakland, CA
  16. 16. Internal Production Facility – Flagship Studio Flagship Studio Control Room - Oakland, CA
  17. 17. Internal Production Facility – Flagship Studio Audio Console Video Console
  18. 18. Nursing Pathways - Web Site http://nursingpathways.kp.org/
  19. 19. Nursing Pathways - Web Video http://nursingpathways.kp.org/national/learning/webvideo/index.html
  20. 20. Nursing Pathways - Webinar <ul><li>WebEx sessions are live, interactive presentations by clinical experts utilizing web technology </li></ul><ul><li>Stand-alone session or add-on to videoconference </li></ul><ul><li>Open to all clinicians, both KP as well as non-KP employees, free of charge </li></ul><ul><li>Webinar offerings increase access to educational programs through online participation </li></ul>
  21. 21. Communications - Employee Generated Content <ul><li>Regional news on intranet website </li></ul><ul><li>Communications department collaborates with Multimedia on web site design and content creation </li></ul><ul><li>Communications specialists write stories and record videos with Flip camera </li></ul><ul><li>Sr. Web Developer edits video and designs web site </li></ul>
  22. 22. Best Practice for Internal Web Video Communications <ul><li>Utilize available internal resources for video delivery </li></ul><ul><ul><li>Use existing video network to distribute live programming </li></ul></ul><ul><ul><li>Internal Sr. Producers manage creative and technical </li></ul></ul><ul><ul><li>Highly collaborative working relationship between clients and multimedia and videoconferencing departments </li></ul></ul><ul><ul><li>Repurpose video content for on demand viewing, audio podcasts and streaming media </li></ul></ul><ul><ul><li>Outsource streaming media hosting to external service provider </li></ul></ul>Clinical Videoconferencing Network
  23. 23. Use Case Scenario - Workforce Development <ul><li>Challenge </li></ul><ul><li>Communicate change in HR system to 55,000 regional employees </li></ul><ul><li>Live streaming video prohibited </li></ul><ul><li>Live videoconference not feasible due to conference room unavailability and staff shifts </li></ul>My HR http:// xnet.kp.org/hr/ca/myhr/info.htm
  24. 24. Use Case Scenario - Workforce Development <ul><li>Solution </li></ul><ul><li>Produce online video and synchronized slide presentation </li></ul><ul><li>Outsource streaming video hosting </li></ul><ul><li>Send all email to employees </li></ul><ul><li>Result </li></ul><ul><li>Capture viewing metrics </li></ul><ul><li>Reached 15,000 views within first 2 weeks </li></ul>My HR http:// xnet.kp.org/hr/ca/myhr/info.htm
  25. 25. Use Case Scenario – Executive Communications George Halvorson, Chairman and CEO, KFHP, Inc. & KFH presents at 2006 Executive Leadership Forum
  26. 26. Use Case Scenario – Executive Communications Screen shot of intranet VOD - Flash 8 video w/ synchronized Powerpoint
  27. 27. <ul><li>Frame grab of Michael Leonard, MD, Physician Leader Patient Safety presenting at The Human Factor: Effective Teamwork & Communication Videoconference, Walnut Creek, 9/25/06 </li></ul>Use Case Scenario – CME Field Productions
  28. 28. http://hpi.kp.org/hpi/do/document?oid=7854 Use Case Scenario – Sales and Account Management
  29. 29. Regional video communications
  30. 30. Regional video communications
  31. 31. Brand Communications
  32. 32. Content Delivery <ul><li>External </li></ul><ul><ul><li>Health education </li></ul></ul><ul><ul><li>Public Relations </li></ul></ul><ul><ul><li>Recruitment </li></ul></ul><ul><ul><li>Sales and Marketing </li></ul></ul>
  33. 33. External Content Delivery – Health Education http://www.kaiserpermanente.org
  34. 34. Portal to Members Your Personal Physician’s Homepage
  35. 35. Portal to Members Your Personal Physician’s Homepage
  36. 36. Access to Health Care Information
  37. 37. Online Patient Education Videos
  38. 38. Online Patient Education Videos
  39. 39. External Content – Marketing to Employers http://kpemplyhealth.org
  40. 40. External Content – KP Newscenter http://xnet.kp.org/newscenter
  41. 41. External Content – KP Newscenter
  42. 42. External Content – KP Newscenter
  43. 43. External Content – KP YouTube Channel http://www.youtube.com/kaiserpermanenteorg
  44. 44. External Content – KP YouTube Channel
  45. 45. External Content – KP YouTube Channel
  46. 46. External Content – Michelle Shocked YouTube Channel
  47. 47. External Content - PR & Recruitment Webcasts <ul><li>Press conferences </li></ul><ul><li>Public outreach </li></ul><ul><li>External audience is primarily news media Available only as archived event for internal audience </li></ul><ul><li>Clients are Media Relations and The Permanente Medical Group </li></ul>
  48. 48. Webcast Examples <ul><li>Research Program on Genes, Environment, and Health Press Conference </li></ul><ul><li>Healthy Heart Press Conference </li></ul><ul><li>Northern California Residency Programs Open House </li></ul>
  49. 49. Kaiser Permanente Research Program on Genes, Environment and Health <ul><li>http://www.dor.kaiser.org/studies/rpgeh/ </li></ul>
  50. 50. Live Web cast Research Programs on Genes, Environment and Health (RPGEH) Web Cast February 14, 2007
  51. 51. Live Web cast Research Programs on Genes, Environment and Health (RPGEH) Web Cast February 14, 2007
  52. 52. Kaiser Permanente Healthy Heart web site <ul><li>http://www.permanente.net/healthyheart/ </li></ul>
  53. 53. Live Web cast Healthy Heart Web Cast April 26, 2007
  54. 54. Live Web cast Healthy Heart Web Cast April 26, 2007
  55. 55. Kaiser Permanente Northern California Residency Programs Open House <ul><li>http://residency.kp.org/ncal/ </li></ul>
  56. 56. Kaiser Permanente Northern California Residency Programs Open House KP Residency Open House Web cast Sept. 8, 2007
  57. 57. Kaiser Permanente Northern California Residency Programs Open House &quot;What they're doing at Kaiser seems to be an innovative approach to recruiting,&quot; said Charles Clayton, who is vice president for policy at the Assn. of Program Directors in Internal Medicine &quot;Clearly, an in-person open house is limited to people in a geographic area,&quot; Dr. Blumberg said. &quot;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.&quot;
  58. 58. Web Video & Healthcare Best Practices <ul><li>Deploy online video as live and on-demand offerings based on communication needs </li></ul><ul><li>Apply professional high quality video standards </li></ul><ul><li>Complete pre-planning, needs assessment, objectives, promotion and distribution plans in advance </li></ul><ul><li>Utilize available internal resources for video delivery </li></ul><ul><li>Outsource and partner with external solutions providers when appropriate </li></ul><ul><li>Evaluate and measure ROI </li></ul>
  59. 59. For More Information <ul><ul><li>[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 </li></ul></ul>

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