Page 7 - SFHN October 2021 Issue

Five Reasons to Utilize Video What’s New in Pediatric Surgery

Content Marketing While all eyes have as an educator is to progress

turned to COVID-19 mit- from teaching how it’s done
Video content market- marketing goals. Although igation, pediatric sur- to allowing them to perform
ing is a relatively new way YouTube is the most popular geons have been working under supervision, then dis-
for businesses to promote platform for creating videos, on other advancements as tant supervision, then inde-
their products and servic- other social media platforms, well. Surgeons are playing pendently.
es. By making videos, com- such as Snapchat, Instagram, an integral role in a child’s The program started gain-
panies can curate share- and Facebook, are also excit- medical team more so ing more steam as residency
able content on various ing contenders. than ever before — they programs were communicat-
social media platforms, Live videos have grown in aren’t just in the OR and ing with medical schools
such as YouTube, Face - recent years, with industry then out of the child’s life. that their new residents
book, or Twitter. As tech- giants like Facebook, Instead, pediatric sur- weren’t fully capable of
nology advances, it has YouTube, and Twitch—offer- geons are looking to up BY CARMEN RAMOS- accomplishing tasks and
become a method sought ing ways for businesses to the standards and meth- IRIZARRY, MD competencies required for
after by more companies BY CHAD TINGLE stream live content. Live ods for care in the areas their level. There was a gap
due to its reach and videos are as effective as of educating new pediatric surgeons, across medical school programs.
returns. uploaded videos. Facebook policies for opioid use, gun violence, and The EPA program allows for more
The great thing about video content claims that live streams get six times more child abuse, proving their continued comprehensive teaching and learning,
marketing is that it’s becoming easier to interactions than regular videos. desire and innovation to protect the such as performing an appendectomy,
do. When done well, it can be a powerful youngest among us. start to finish. There is an entrustability
tool for a brand to spread its message in a 4. People Are Drawn to Videos scale where you can measure perform-
way that is easily accessible to a larger People, by nature, are drawn to videos. Educating the future ance and give feedback. You can ask the
audience. But aside from the reach it pro- As technology made it easier for business- of pediatric surgery trainee how they felt doing the appen-
vides, what else can it do? es to record videos, it has also made it con- How do pediatric surgeons ensure that dectomy. They may say, ‘I appreciated
venient to watch content. In 2017, people the medical students they are working when you told me to put this clip here or
1. Better Explanation watched over a billion hours of videos with are ready to conduct the entire pro- to watch out for arteries.’ With that con-
Videos provide better explanations and every day on YouTube. cedure process alone? The standards are structive feedback, they get a chance to
context than photos. Video content is a Meanwhile, Twitter revealed that there changing for the better. In 2007, doctors tell what they need. The EPA will help
helpful tool for enticing potential buyers are two billion views on its platform daily. in the Netherlands piloted a new con- attendings identify the needs of a resi-
to buy a product by showing the items’ On top of that, tweets with embedded cept called Entrustable Professional dent to know if she needs to prompt the
uses, importance, and relevance. At least videos get ten times more engagement Activities (EPAs), starting a shift in med- resident’s next step or to let them go
94 percent of marketers mentioned that than those without. In effect, businesses ical education to a competency-based ahead independently.
using video content has helped increase that do not produce video content are education. It’s learner-driven, directly A study that includes Olle Ten Cate,
user understanding of a product or serv- missing out on attention online. observable, and provides a measurable the original Netherlands researcher
ice. way to ensure entrustability in trainees. piloting the program, concluded that the
Most customers only buy products that 5. Videos Are SEO-Friendly It is based on several domains of compe- EPA program on average shortens the
they understand. It also adds to the buying Video content ranks better in SEO. tency that require the completion of necessary length of training by 3
possibilities if they can understand what Uploading videos on video-sharing plat- multiple milestones. The Association of months. The pilot studies continue on
the product does exactly. For example, forms while using target keywords can be Medical Colleges started to use this and I hope this framework will soon be
companies that sell tech devices invest in an excellent way to get your business on framework and multiple ongoing pilot implemented in widespread fashion.
videos to help sell new products to the the first page of Google. The search engine studies are taking place across training
market. includes YouTube videos at the top of the programs with the hope it will be wide- Dr. Carmen Ramos-Irizarry, a pediatric
page for most search terms. spread in upcoming years. surgeon at KIDZ Medical in Naples, is a
2. Return on Investment We often ask ourselves, “When can I Councilor of The American Board of Surgery
ROI is possible for video content mar- Conclusion trust my learner?” We measure them by (ABS), the national certifying body for gen-
keting, but it would still depend on several Overall, video content marketing is the competency and their ability to do tests, eral surgeons and related specialists.
factors, such as the content strategy and future of promoting products and services. but nobody is watching their interpro- For more information,
the quality of videos. However, 83 percent Since it’s easier to produce videos today, fessional skills — how do they deal with visit www.kidzmedical.com/provider/
of marketers still think video content gives most businesses result in creating high- others? And how to process the task carmen-ramos-md.
them a good return on investment. quality content while maximizing what from zero to the end of the test? My role
Although producing video content is people need and expect from them. If your
expensive, various options make it possi- company doesn’t use video content as a
ble to create a good video without having marketing tool, then maybe it’s time to
to spend too much. consider it.
People can record high-quality videos E-mail Your Editorial Submissions to
on mobile phones. Before, without smart- Crown Street Films is a full-service produc-
phones, people needed expensive cameras tion agency with locations in Miami and Los editorial@southfloridahospitalnews.com
and luxurious setups. But now, with an Angeles. We are dedicated to producing
entry-level phone and a skill for editing, exceptional content that can be disseminat-
everyone can create video content that can ed across any medium, platform, or network.
help a business sell. Keep in mind that Check out our services at
spending less on producing video content crownstreetfilms.com and schedule an
means it’s easier to get a positive ROI. appointment today.

3. Variety of Use For more information, contact Chad Tingle
Video content is a versatile tool that pro- at (305) 794-7201
vides marketers with options. It’s easy to or chad@crownstreetfilms.com.
find a method that fits your company’s

South Florida Hospital News southfloridahospitalnews.com October 2021 7