Using Video To Share Health Information

In Part Two of this conversation, Elin Barton talks with Marc Monseau about using video to share health information.

Marc Monseau is the Founder and President of Mint Collective. He’s spent almost 20 years devising new ways to reach, engage and influence people through digital channels. Marc’s varied career includes serving as an analyst for a London-based market research group and reporting for the international news organization, Bloomberg Business News both in the US and Europe.

Marc spent 14 years at Johnson & Johnson, where he handled corporate media relations, issues management, proactive financial communications, and executive communications. Marc was responsible for creating and launching Johnson & Johnson’s first corporate blog, launched the corporation on Facebook and Twitter, created corporate-wide social media policies, and guided the development of a media strategy for the corporation that became a model for other health organizations to follow.

Did you miss our last chat with Marc? Click here for Part One of our conversation.

Video Transcript:

People are turning to content that’s being developed by others like themselves, because they want to feel that they are not alone in dealing with they’re having to deal with.

So all the statistics show us that people are turning to video for information. They do it because video helps to establish trust. Videos help to establish credibility, many reasons that people use them. They can also help people recall information better later. So what are your thoughts on this rising popularity of videos?

A recent survey of the Digital Health Coalition, examining healthcare leaders and healthcare advocates, found that 81% of those individuals were turning online for health information and online video, primarily to be able to obtain information about tips and recommendations for managing disease, for finding information about new treatment options.

The number of people who are turning to online video actually surpassed the number who are turning to other social media platforms for that level of information.

And part of it is exactly what you were describing Elin, which is the idea that the content that’s being created is real, it’s authentic, it has this degree of trust and credibility about it, that makes people confident in the kinds of information that’s being shared through those platforms.

 

Yeah, it’s such a different experience. When you watch a video, and a medical professional is giving you information, almost face to face, you know, obviously not really. But it has that feeling. It’s very different receiving information like that, than just trying to read it.

Actually, when you start to do sort of online analysis of conversations that are taking place around particular healthcare conditions, let’s say multiple sclerosis or cystic fibrosis, a lot of the people who are sharing that information through video aren’t necessarily healthcare professionals.

The content that has the most reach and resonance tends to be from patients who are sharing personal anecdotes, personal stories about what life is like living with the disease, what their own personal tips and recommendations are for other people in their community, for better managing their disease, for information that they’ve managed to gather about new medical treatments, new scientific advances.

Now, again, these aren’t necessarily people who have a strong scientific background. People are turning to content that’s being developed by others like themselves, because they want to feel that they are not alone in dealing with they’re having to deal with.

And by going and finding that content, they feel in some way that they are part of a community that’s experiencing many of the same things. And so there’s this degree of trust in this degree of confidence in what’s being created.

 

Yeah, I love that. You know, there’s a connection, an emotional connection, that video allows you to make in a way that you cannot get with the written word. As much as I love books, I see all those books behind you. It’s not the same.

One of the big transitions that occurred was that shift from creating very kind of formal, rigid video type content by brands and businesses. And one of the things that we find is that those talking head videos that – and you know what I’m talking about Elin – where you just have this very confident, very well-scripted healthcare professional who’s sharing some information. That just doesn’t necessarily resonate. And it doesn’t necessarily get the views or get the spread that you really are looking for.

And so one of the big challenges that marketers and healthcare communications professionals have had to deal with today is trying to create content, that will be viewed and will be perceived as being authentic and being real.

One of the things that we found that creates a way for us to get there is to turn to those very same people that I was describing earlier, those patient digital online influencers and bring them into the fold and help them create content for the business, for the brand.

Maybe not necessarily branded communications, but communications in which they’re putting together content that feels real, that provides you with the credibility and the authenticity that that digital health influencer has, and bringing them in as part of the program that you’re putting together.

And some examples of the types of content that can be produced include things like tips and recommendations for managing your healthcare condition, maybe not necessarily medically proven techniques, but tips and counsel.

Another area where there’s an opportunity to bring in one of those digital health influencers is really on, you know, even using them to provide their perspectives on what life is like in the current kind of treatment regimen that exists today. And having those stories be told by people in the community is powerful. People want to see that and it really helps to kind of reinforce the value of the business and value of the brand.

 


 

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