The Power of Video
Your knee has been throbbing for months. You’ve tried a brace, soaking in a tub and even cortisone shots. But nothing seems to bring down the swelling. Golf and tennis are now totally out of the question.
The doctor suggests arthroscopic surgery. It sounds scary. Heck, you’re not even sure you can pronounce it. The next few minutes are a blur as the doctor tosses around words like anesthesia, incisions and debridement. Now your head hurts almost as much as the knee. You give the doctor that quizzical look he’s seen a dozen times before. But he’s got patients lined up in the waiting room so he places a brochure in your hand and tells you to think about.
Guess what? There may a better way!
Imagine instead that the doctor flips open his laptop, taps a few keys and shows you a video of the procedure. Now it doesn’t seem so terrifying. That night, at home, you log on to the Internet, watch it again and even find a few articles that explain what to expect during recovery.
Just as technology is improving the way we deliver medicine—the less-invasive arthroscopic surgery is a great example—technology can also be an invaluable tool in educating patients. Several authoritative studies have found that better-informed patients tend to experience less anxiety about surgery or other treatments and, as a result, tend to recover faster and with fewer complications.
Video is a good option if the physician is not the next Great Communicator or if a patient has trouble making sense of written materials. Even doctors who are skilled at translating medical mumbo jumbo into laymen’s English will find videos a useful tool. And the popularity of television shows such as “House” and “Mystery Diagnosis” are evidence that there’s an appetite for well-produced medical programming.
The research also tells us that consumers are increasingly turning to the Internet for information. More than one-third of all adults in the United States say they watch video online at least once a week and 60 percent of consumers who use the Internet for health information say it improves their conversations with physicians.
But not all websites are created equal, especially when it comes to medicine. At Discovery, we partner with some of the top experts in the field to present unbiased, reliable information. The videos are part of a new trend what many are describing as “Medutainment” – a rich blend of medicine and entertainment.
On the Discovery Health website, for instance, we offer short video clips from the Cleveland Clinic on a range of health topics. Doctors and patients can go to the site (http://health.discovery.com/news/cleveland-clinic-clips.html) for the latest evidence on vitamins, the debate over radiation exposure and CT scan and the value of folic acid for women of childbearing age. These timely segments are a great way to make sense of the avalanche of medical journal findings being released nearly every day.
Through Discovery Hospital, providers have the ability to integrate video into their own websites. One of the most popular is our video library on parenting with the “Great Expectations” series outlining tips for before, during and after the big day. The video archives cover common chronic conditions such as diabetes and asthma, as well as tackling more complex illnesses such as depression and heart disease.
We’ve also found that using tools such as video and the Internet helps even smaller hospitals demonstrate their high-tech savvy. After St. Thomas Health in Tennessee won top rankings for its cardiac care, the hospital began posting videos on the popular site You Tube touting their accomplishments.
“St. Thomas is obviously the best to go to for heart treatment here in Nashville,” says one woman interviewed on the 30-second spot. Others, such as Stanford University Medical Center, have produced mini-documentaries of 30 or 60 minutes exploring issues such as alternative medicine, end-of-life care and “Body Image after Breast Cancer.”
For the physician or hospital squeezed for time and money, online video libraries are an excellent way to supplement what you can offer consumers. And although these kinds of videos cannot clear your arteries or make that bum knee new again, but they can help make patients feel better.
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