Montefiore Specializes in Innovative Treatments for Cardiac Care, Including Complex Heart Cases

| April 6, 2016

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Leaders in complex cases others can’t handle. Montefiore, Doing More.

Spotlight

Cornerstone

Cornerstone is one of Scotland's largest social care charities and a leading provider of care for children, young people and adults with disabilities and additional support needs. We operate across 18 local authorities in Scotland. Our team of experienced and motivated staff provide a wide range of services to over 2,000 people each year and are committed to improving the lives of the people we support.

OTHER ARTICLES

Artificial Intelligence Adoption in Healthcare

Article | February 10, 2020

Artificial intelligence (AI) – long an impactful technology in other industries – is in the midst of rapid adoption across the healthcare industry. What was once seen as having great potential is now making its way to real-world implementation, driving improvements in care through enhanced clinical decision support, empowering payers, providers and healthcare organizations across the ecosystem with actionable insight. Patient-generated behavioral data is becoming increasingly common for care management. Smart gadgets such as Fitbits, smartphones and other wearable sensors collect patients’ data, helping patients and physicians better understand habits and set realistic healthcare goals.

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Virtual Reality in Healthcare: Transforming the Future of Healthcare

Article | December 29, 2020

Virtual reality (VR), the new technological advancement, is set to transform practices in the healthcare industry. According to Statista, it is estimated that, by 2022, the second largest market share of VR will be from the healthcare industry. Virtual reality in healthcare operates in various divisions to offer a greater quality of patient care and performance of medical professionals. For the health and healthcare industry, from the clinical process to the user, VR has a multitude of applications such as tutoring future doctors, generating new life-saving routines, etc. Virtual reality in healthcare can confront the challenges in the industry, including efficiently handling huge healthcare databases, training and development of medical professionals, patient engagement, disease awareness, medical marketing, patient treatment, etc. Virtual reality in the healthcare market, according to a report from Reports and Data, is expected to reach USD 8.03 billion by 2027 from USD 2.06 billion in 2019. This article discusses how virtual reality in healthcare is going to transform the industry by applying it in various divisions such as medical training, patient treatment, patient engagement, disease awareness, and medical marketing. Virtual Reality in Healthcare Training VR in healthcare can transport you to areas, inside of the human body, that otherwise would be impossible to access and view. Medical students currently use cadavers to learn, but cadavers do not react the same way live patients do. Also, cadavers are very difficult to get hold of. When VR is used in healthcare training, students can view even minute detail of all parts of the body. This view is possible in stunning 360° CGI reconstruction and creates training scenarios, which would replicate real surgical procedures. Virtual Reality in healthcare can be used to deliver high-quality surgical training. Using virtual reality, 4K 360° video of real-life surgery is filmed from multiple angles. Then it is combined with CGI models of the anatomy, which is being operated. This advanced use of virtual reality in healthcare provides medical students with an interactive and immersive training experience. Treatment Patient Education The ability of virtual reality in healthcare to see inside of the human body is useful for both doctors and patients. With the help of VR, doctors can take patients through their surgical plan. This is made possible by a virtual view of the anatomy and pathology of patients through a patient-specific 360° VR reconstruction. The result of this is an enhanced understanding of the treatment for patients and higher patient satisfaction. Robotic Surgery Robotic surgery is a recent innovation. A robotic device, such as a robotic arm, is used in a robotic surgery while being controlled by a human surgeon. This utilization of virtual reality in healthcare makes sure of fewer or no risk of complications in surgeries. This also makes the surgeon finish the surgery procedure faster with greater accuracy. The robotic devices are accurate with reduced blood loss, smaller incisions, and faster recovery. Mental Health and Psychological Therapy The unique ability of virtual reality technology to take you anywhere virtually can be utilized to create a powerful virtual reality simulation in healthcare of various scenarios in which psychological issues occur. This eliminates the necessity of a therapist accompanying patients to various scenarios such as a tall building or a crowded shopping center to provide proper counseling. These scenarios can be easily created with virtual reality technology in healthcare. Virtual reality in healthcare market has also been used to help autistic children in the classroom, curb memory loss, and gather data for dementia research. Pain Management and Physical Therapy Apart from psychological issues, the healing capabilities of VR are also used in pain management and physical treatment. According to a study by the UW Harborview Burn Centre and the University of Washington Seattle, a full VR immersion acted as a distraction for patients, who were undergoing physical therapy after a skin graft. This distraction subsequently reduced their feeling of pain. Virtual reality in healthcare is also found to be effective in reducing recovery time in physical therapy. Patients performing their daily exercises in a virtual environment, find the task to be more fun than usual. It also keeps the patients focused and helps them keep their spirits up and recover sooner. Patient Engagement With the help of virtual reality in healthcare, patients can experience a virtual tour of the inside of their bodies before surgeries. This is a 360-degree, three-dimensional (3D) tour. This enables patients to know their body, anatomy, and pathology, before the surgical procedures. Virtual Reality Medical Visualization platform is developed for the tour. These advancements with virtual reality in healthcare engage patients thoroughly, which reduces tension and lead to a speedy recovery. Medical Marketing The most popular and initial application of Virtual reality was marketing. Still, it continues to be one of the most effective and powerful marketing tools. The ability to use VR to project the future of healthcare is the most powerful tactic in healthcare marketing. With Virtual reality in healthcare, one of the most powerful tactics that you can have to market in the industry is to show people what changes they can expect when they start or stop exercising, lose or gain weight, the progress they make through cancer treatments, etc. As the possibilities of virtual reality in healthcare are endless, healthcare professionals and providers can attract more patients, doctors with high caliber, and nursing staff to your facilities. When those are in short supply, virtual reality in healthcare can be used as an excellent healthcare marketing tool to ensure expected results. Disease Awareness AbbVie, a pharmaceutical research & development company, created an experience to educate medical professionals and raise awareness among them regarding the daily struggle Parkinson’s disease patients undergo. The experience was demonstrated at a pharmaceutical industry trade show. People put on a headset and experienced how Parkinson’s sufferers navigate a virtual supermarket, meeting with difficult moments when they come in contact with other people. Such experiences with virtual reality in healthcare help raise awareness for various diseases among professionals and patients. Virtual reality presentations can be conducted to raise awareness of certain diseases. The Future of Virtual Reality in Healthcare A lot of applications of virtual reality in healthcare are in their nascent stage. In the coming years, virtual reality will be used more in healthcare, which will improve the effectiveness and accuracy of present procedures. It will also enhance the various human capabilities, for both patients and medical professionals. Virtual reality in healthcare has huge potential, but only limited by the ingenuity and creativity of people who create and apply the technology. VR will surely transform medical training, physical and psychological therapies, rehabilitation, mental health treatments, and patient engagement, among others. Virtual reality in healthcare holds the power to transform the way doctors are trained and treatment is provided to patients. According to reports from various market research companies, especially research done by Grand View Research, predict that, by 2025, virtual reality in the healthcare market will grow to a whopping US$5.1 billion. The major driving forces behind this growth are Rapid technological advancements in the healthcare industry and driving demand for rehabilitation and simulation training. Frequently asked questions How is virtual reality used in healthcare? In healthcare, virtual reality is used in treatment, training, and to raise awareness among medical professionals and patients regarding various diseases. Patients and doctors are made to view the inside of the human body using virtual reality. Where is virtual reality used in healthcare? Virtual reality is used in various sectors of healthcare to deliver high quality patient care. Treatment with the assistance of virtual reality also increases the efficiency of medical professionals. Virtual treating is applied in all aspects of medical treatment. What are the benefits of virtual reality? Virtual reality in healthcare saves both, the time and money of healthcare providers. It also makes the work of medical professionals more convenient. It eliminates unnecessary travel for treatments by making appropriate decisions. How virtual reality is changing healthcare? Virtual reality is changing the healthcare by providing different advanced ways of treatments, especially for physical and psychological therapy, surgeries, pain management, and stress management and by assisting the rehabilitation process effectively.

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Healthcare Video Marketing: Strategies and Best Practices

Article | April 17, 2021

The healthcare industry is witnessing an unparalleled phase of expansion and vitality. It is a phase of radical revolution due to the wake of digital transformation. Digital transformation has opened up enormous unique opportunities that were unimaginable until a few years back. These digital trends are bringing companies and individuals together. Data is the starting point of the digital revolution. These data are then transformed into relationships. Today, including healthcare companies, the success of every company is at stake. In other words, it is how you communicate with customers that matters. This blog is all about healthcare digital communication, especially healthcare video marketing. We’ll start by looking at data that demonstrates the power and effectiveness of the video marketing medium. There is nothing equal to the power and efficacy of video marketing in our world today. Then, we’ll look at the video marketing best strategies, healthcare video marketing best practices, and successful examples for healthcare video marketing. There’s Nothing More Effective than Video Marketing Here are some numbers that alone demonstrate why video is the most effective marketing medium in the digital age: More than 5 billion videos are viewed on Youtube every day; 78% of online users watch at least one video every week. And 55% watch one every day; According to estimates by Cisco, by 2022, 82% of all internet traffic will be generated by video. This percentage was already 72.3% in 2017; When it comes to video, 55% of people pay more attention than any other type of content; when viewing a video, the average user retains 95% of the message it contains; this percentage goes down to 10% when we talk about the text; about 100 million hours of video watched every day on Facebook; 82% of registered Twitter users consume video content constantly; on Instagram, posts containing video record 38% higher engagement on average than posts containing images; 54% of consumers say they want to see more videos from the brands they follow and support. Such statistics are compelling for brands, and brands are taking notice. As a result, brands are moving to implement videos as much as possible in their marketing strategies, with excellent results. Two statistics below offer additional proof: 87% of marketing professionals use video in their strategy. 88% of marketers are satisfied with the ROI generated by video marketing campaigns. This collection of data proves one thing: video is the most effective tool for healthcare digital marketing. And this also applies to the Healthcare sector. It’s even more accurate for this sector, which is intimately involved with consumers as part of their daily lives. Thus, healthcare video marketing is much effective and should be included in your healthcare marketing plan. Strategies and Best Practices of Healthcare Video Marketing So, let’s take a closer look at how we can build a video marketing strategy in the Healthcare sector, the fundamental points that must be included, the best practices, and some examples of success. Start from education It is often said that we live in the information age. Today, as never before, we have access to all the information we could need in just a few seconds, maybe with just a few taps on our smartphone during a coffee break. Health information is undoubtedly among the most sought-after online. In Italy alone, web searches made on this topic are 4 billion per year, a constantly growing trend. The downside of all of this is the difficulty of finding your way around this mass of information, which is sometimes complex, misleading, or even untrue. That is why the first task of a company in the Healthcare sector is education. Education is not just a responsibility; and it’s also an opportunity. In this sense, healthcare videos marketing prove to be the best ally. Healthcare video marketing is a way to provide the consumer with an effortless way to have access to transparent, precise, and authoritative information from your brand. That can be the first step toward establishing a relationship of trust with your brand. Be clear, but also calm In this case, let’s start immediately with an exciting and practical example. Targeted toward their younger patients, Miami Children’s Hospital created a healthcare video marketing campaign that explains what happens before, during, and after heart surgery. Understandably, this is a sensitive topic. With this effort of healthcare video marketing, the Miami Children’s Hospital manages to achieve the complex objective of providing clear and authoritative information while at the same time reassuring the viewer. How? They make the healthcare video marketing campaign compelling, authoritative, and reassuring by showing the faces of its staff members, demonstrating their professionalism, the environment, the healthcare technologies used, and everything related to the surgery. In this way, the high level of preparation and humanity of the people involved stand out to the viewer. Learn to be engaging As we saw above, you have to know how to correctly inform and educate your audience using influential healthcare video marketing trends, all with a calm demeanor. However, it’s also true that success also depends on your ability to excite and involve the viewer for healthcare video marketing in the sector. In short, the keyword is ‘storytelling. An excellent example is the healthcare video marketing campaign carried out by the dental health department of Bupa UK and addressed to children (but applicable and reachable to adults as well). Through a great use of animations and storytelling, the brand uses the well-known story of the tooth fairy and associates it with childhood memories. This healthcare video marketing campaign has proven to be an excellent vehicle for establishing a truly intimate relationship with the viewer (and, not surprisingly, the video has exceeded 1.3 million views on YouTube). Another effective way to be direct and engaging is to use influencers in your healthcare video marketing campaigns. An exciting example is the Australian pole vaulter, Amanda Bisk, diagnosed with chronic fatigue syndrome. On her Instagram channel, Bisk talks about her path to fight the disease through fitness, and she has quickly become one of the most famous figures in Healthcare on the platform. It’s important to note that today, more and more brands target top influencers and micro-influencers. Micro-influencers have a much smaller yet targeted and loyal following of fans. Therefore, their healthcare video marketing messages are perceived by the public as more authentic and personal. Personalization 94% of marketers believe that personalization is crucial for the future of the business in which it moves. But what do we mean when we talk about personalization? First of all, it’s not something new: knowing your audience has always been the best way to make a profit, calibrate your communication and your “tone of voice,” and increase engagement and loyalty. But what is the turning point of personalization today? It is a digital turning point. Today, we all leave traces online at every moment: geolocation, Google searches, preferences on social networks, apps (which in Healthcare are increasingly widespread), and so on. We are talking about a vast amount of data that benefits both companies and consumers from a win-win perspective. Therefore, it’s a matter of utilizing efficient systems to collect this data, dynamic systems designed with an omnichannel approach in mind. From the collection, the next step is to analyze and interpret this information. Then, you will want to divide your audience into many micro-targets with homogeneous and consistent characteristics to target with tailored communications and offers. In conclusion, these facts are all the more true in a sector like healthcare that impacts people’s daily lives. The best healthcare video marketing strategy for brands can only be to get closer and closer to customers. That is precisely where specialized companies like us, Media7, come into play. Through compelling B2B healthcare video marketing efforts, we create opportunities for interaction and the possibility to insert custom calls to action. FREQUENTLY ASKED QUESTIONS What is a video marketing strategy? Video marketing strategy is creating, curating, and utilizing videos for marketing products and services of companies to the targeted audience. Marketing teams design the strategy. The idea behind the strategy is to keep the audience engaged with the brand. Are videos effective for health tech marketing? Videos are much effective for health tech marketing as people prefer to watch things than reading. Also, people are likely to trust what they see than reading. Videos are the highly impactful medium of marketing for any domain of business, including healthcare. How to start with healthcare video marketing? The first step to healthcare video marketing is to define your video marketing strategy. Fix and analyze the target audience to understand the online behavior trends to get an idea about their video engagements and clicks on various social media channels.

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Benefits of Healthcare Branding

Article | March 12, 2021

Effective Healthcare branding changes how the public perceives a healthcare organization. Brands are all about perceptions. The way your customers perceive your organization determines your brand. That encompasses your doctors, your board members, your nurses, and your patients. The process of healthcare branding helps organizations ensure they are perceived the way they want to be; as trusted, knowledgeable, caring, and experienced. More than a tagline, name, messaging, or logo, the recognizable feeling that these elements induce is your healthcare company's brand. Healthcare branding ensures that these elements meet in a cohesive system informed by positioning and personality and are constantly implemented across your brand's touchpoints. Why is Healthcare Branding So Essential? Healthcare branding was not always so important. Patients had the freedom to select any healthcare provider. Insurance was the principal determiner of their healthcare provider. It depended upon their workplace. Those without insurance got treatment at community clinics and emergency rooms. As you know, times have changed a lot in a big way. Changing the entire healthcare landscape, the Affordable Care Act put patients in the driving seat. Most of the patients now have access to healthcare insurance and successfully manage their own health. Patients without insurance have the options of out-of-pocket online pharmacies and providers. Healthcare providers have changed their performance metrics system to value-based assessments such as patient satisfaction. More than treatment, now the emphasis is on prevention. It has become a market that is direct-to-consumer healthcare. As a result, the consumer has become the controller of the healthcare brand-consumer relationship. As patients have turned empowered consumers, the benefits of healthcare branding have grown to the point that healthcare companies cannot ignore them. If they do, it affects their business. What are the Benefits of Healthcare Branding? Effective healthcare branding, directed by research and a clear strategy, has many valuable benefits: Identify Changing Patient Needs The needs of patients today have changed from the start of COVID-19. Even when a global pandemic hasn’t fundamentally changed the healthcare landscape, patients’ needs are continually evolving. Healthcare branding gives you the tools to understand evolving patient needs better and rebrand your company to meet them. Brand research includes qualitative research (including one-on-one patient interviews) and quantitative analysis. Insights gathered from brand research are critical in optimally positioning a healthcare brand. It is vital during dynamic and unpredictable markets, as in what happened during this COVID-19. Beyond brand research, effective healthcare branding ensures your healthcare brand is continually aligned with shifting market trends and their impact on patient needs. Establish Trust It isn’t easy to think of a quality more essential to a healthcare organization's success than trust. A healthcare brand is broken or made by the degree to which it is trusted by those it serves. When it comes to healthcare branding, trust is conveyed through everything from messaging to visual identity. Photography, colors, and typography all contribute profoundly to perceiving a brand as trustworthy. In healthcare branding, verbal identity is more important than visual brand identity in establishing it as an expert in the healthcare space. Everything from a reassuring, confident voice in its website copy to guides designed to update patients on necessary healthcare topics and regular publication of articles are proven and well-known ways in healthcare branding to build up trust. Set Your Brand Apart from the Competition However, trust is not the only thing needed in the modern age for effective healthcare branding. The days, judging a healthcare organization based on its medical practice's reputation alone have gone. Patients have become empowered consumers as time passed. The competition to treat these empowered consumers too has become increasingly fierce. Here comes the importance of effective healthcare branding, tracking all your online and offline activities, and evaluating them every day. Your healthcare brand is just one among the many other brands for internet-savvy consumers to choose from. First and foremost, all consumer decisions, including patients' decisions, are based on emotions. So, you have to think of ways to persuade your consumers' feelings to help your healthcare branding in the crowded marketplace. Competitive differentiation is more vital than ever. Effective healthcare branding makes you find out opportunities and ways for differentiation in the challenging and competitive landscape. And, you can capitalize on these opportunities and ways with powerful storytelling and unique positioning. Improve the Patient Journey Patient experience, as mentioned earlier, is a game-changer in the healthcare industry today. Healthcare branding gives you various ways to shape and improve patient experience powerfully. After all, a good percentage of patient experience happens outside the healthcare facility these days. The beginning stages of the patient journey are the awareness and consideration stages. Healthcare branding tools, such as content marketing, are critical in influencing patients in these stages. A website of your healthcare brand can make or break your patient’s pre-treatment experience. It is the selection phase of the patient journey. A premium and well-designed website optimized for conversion will enrich the patients' online experience, looking to book an appointment or answer a question. Healthcare branding is helpful in defining the patient treatment experience. When correctly leveraged, healthcare branding allows your healthcare brand to enhance the patient journey from when the patient hears about the brand to the moment of finishing the treatment. At every patient journey stage, healthcare branding fosters patient trust, builds patient loyalty, and reinforces patient-provider relationships. Takeaway Modern healthcare companies are operating in a competitive landscape where healthcare branding is more important than ever. Patients have become informed and empowered consumers. Digital healthcare brands have redefined the marketplace. Healthcare branding is vital if your healthcare company hopes to stand out from the rest and develop lasting and meaningful relationships with your patients. Fortunately, there are many ways to differentiate your healthcare brand and make it sounds unique meaningfully. Positioning, identity, storytelling, and patient experience represent a powerful area where healthcare brands can better align themselves with their patients' needs and stand out from the competition. Frequently Asked Questions Why is healthcare branding important? Healthcare branding helps you effectively project the personality of your healthcare organization and products. A good thought process to brand your healthcare product will make people remember you forever. What is hospital branding? Hospital branding is the process of making your healthcare organization be perceived better by potential clients. Effective branding makes your patients remember you through the best patient experience and the organization's external look. What are the three branding strategies? There are many effective branding strategies. Line extension, brand extension, and new brand strategy are essential types of branding strategies. You can have any strategy based on the nature of your product.

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Spotlight

Cornerstone

Cornerstone is one of Scotland's largest social care charities and a leading provider of care for children, young people and adults with disabilities and additional support needs. We operate across 18 local authorities in Scotland. Our team of experienced and motivated staff provide a wide range of services to over 2,000 people each year and are committed to improving the lives of the people we support.

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