Should Every Healthcare System Become a Media Company?

Posted on April 27, 2016 I Written By

John Lynn is the Founder of the blog network which currently consists of 10 blogs containing over 8000 articles with John having written over 4000 of the articles himself. These EMR and Healthcare IT related articles have been viewed over 16 million times. John also manages Healthcare IT Central and Healthcare IT Today, the leading career Health IT job board and blog. John is co-founder of and John is highly involved in social media, and in addition to his blogs can also be found on Twitter: @techguy and @ehrandhit and LinkedIn.

Samsung Healthcare at NAB
This post is sponsored by Samsung Business. All thoughts and opinions are my own.

Last week I had the unique chance to attend the NAB (National Association of Broadcasters) conference in Las Vegas. It’s a massive conference that covers a wide cross section of topics across media, advertising, technology, and much more. As I walked up to the Samsung booth (pictured above), I saw the theme for their booth extremely intriguing from a healthcare perspective: Engage. Inspire. Interact.

This sounds like the theme a healthcare system could put up as one of their patient efforts. Engaging and interacting with patients is at the core of most healthcare systems today. What’s more engaging than some really well produced video on massive, interactive screens? As someone who enjoys far too much time in front of my TV, I can attest first hand to the compelling nature of well produced content. Most of you likely know this as well.
Samsung Displays - NAB
It’s no surprise that big digital displays are popping up all over hospitals and healthcare organizations. A bunch of those screens help with things like wayfinding and other hospital communication needs, but that’s just the tip of the iceberg of what I think is possible with these displays. In fact, what if the hospital became a “media company” and started producing high quality content to entertain and inform their patients and the patients’ caregivers? How powerful would that be?

As we all know, there’s a lot of waiting that happens in healthcare. There’s so much waiting that we even have a specific area called a “waiting room.” Not to mention, a lot of “waiting” goes on in hospital exam rooms. What perfect opportunities to engage, inspire, and interact with patients through compelling video and interactive displays. I see this as a huge untapped opportunity for healthcare.

Lest you think it’s pie in the sky thinking that a health system could become a sort of “media company”, let me point out a few things. First, the cost to produce compelling content has come down dramatically. Second, these videos could also be used in your social media marketing efforts which can help justify the cost. The hottest thing in social media right now is video. With good planning, a health system could create a series of compelling videos that would effectively engage the patients visiting their hospital or clinic, but could also be amazing content for their website, Facebook group, Twitter feed, and YouTube channel. Plus, this doesn’t even take into account how health systems are going to need compelling video in the new world of virtual reality in healthcare. Creating compelling 2D video sets the foundation for creating compelling 360 degree 3D video.

I’m not naive to the fact that most healthcare organizations don’t have this capability today. They don’t have the people with the right skill sets needed to create really compelling video. I’m certain that most will have to partner with skilled producers, directors, writers, and actors to achieve this goal. However, those people are out there and waiting for these types of opportunities. It just takes the right health system leader to invest in that future.

Regardless of whether hospital systems become media companies or not, I see more and more screens in healthcare. In fact, that’s already happening today and nothing’s going to stop it. Soon enough, every surface will be a screen. We should start thinking now about how we want to utilize those screens to our patients’ benefit.

Samsung Healthcare Displays - NAB
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