web video & healthcare: case studies & best practices

Web Video & Healthcare: Case Studies & Best Practices at Kaiser Permanente

Larry KlessProduction Manager, Videoconferencing Multimedia CommunicationsKaiser Permanente

Business Development Institute Webinar

May 14, 2009

Agenda

• About Me• About Kaiser Permanente• Content Delivery at Kaiser Permanente• Content Delivery Networks at Kaiser Permanente• Case Studies - Internal Web Video• Case Studies - External Web Video

About Me

• Production Manager in Northern California Regional Multimedia department

• Worked at Kaiser Permanente since 1990• 25 Film, video, audio• 19 years in videoconferencing• Fine Arts background• 2009 Streaming Media All-Star• Blog on streaming media and online video

publishing http://klessblog.blogspot.com/ http://onlinevideopublishing.com/ http://www.linkedin.com/pub/dir/larry/kless

About Kaiser Permanente

• Founded in 1945

• The nation's largest not-for-profit health plan • Serving 8.6 million members

• 8 Regions covering 9 states and the District of Columbia

• 159,766 employees

• 14,000 physicians

• 32 medical centers

• 421 medical offices

• Headquarters - Oakland, California

• * data circa 6/04

Content Delivery at Kaiser Permanente

• Internal Education and training Business communications

• External Health education Marketing PR Recruitment

Content Delivery Challenges

• No enterprise wide web video solution• Live streaming unsupported by IT• Network not optimized for streaming• Video delivery method is primarily ad hoc

progressive download and external video hosting based on business need

Internal Content Delivery Networks

• Videoconferencing 400+ end points Tandberg 6000 codecs, 384 Kbps, H.320 over private Passport

enterprise network Main channel for live broadcast and interactive video

• Intranet Rich media delivery Progressive download VOD (video on demand) Streaming media

Internal Content Providers

• Top Four Clinical Education

Physician Education (CME) Nursing Education (CE)

Regulatory and Compliance Sales, Marketing and Account

Management Communications, Brand Strategy, PR

• Bi-monthly live CME videoconferences for clinicians• Noon time slot to reach broad audience (avg. 1200)• 50 minute program length, round table discussion• Post-event distribution mainly DVD (internal/external)• Short clips and full programs available as Windows

Media and Flash Video via intranet

• Podcasts available at: http://tpmgphysicianed.org/education/pmt/recordings.html

Physician Education (CME) – Permanente Medicine

Permanente Medicine Today Videoconference, Multimedia Video Studio


Learning and Development

• Clinical E-Learning

• Clinical Videoconferencing Network

• Web Video

• Webinar

Distance Learning Programs – Nursing Pathways

Clinical Videoconferencing Network

• Frequent live CE videoconference for nurses• Interactive and broadcast videoconferences and webinars• 1 to 6 hour program lengths depending on topic• Post-event distribution on DVD and streaming video on

Nursing Pathways web site• Videos also delivered in various digital formats for training

Distance Learning Programs – Nursing Pathways

Clinical Videoconferencing Network faculty prepares for Neonatal Intensive Care Unit (NICU) Training in Flagship Studio - Oakland, CA


Presenters break in Flagship Studio - Oakland, CA


Internal Production Facility – Flagship Studio

Flagship Studio Control Room - Oakland, CA

Audio ConsoleVideo Console

Internal Production Facility – Flagship Studio

Nursing Pathways - Web Site

http://nursingpathways.kp.org/

Nursing Pathways - Web Video

http://nursingpathways.kp.org/national/learning/webvideo/index.html

Nursing Pathways - Webinar

• WebEx sessions are live, interactive presentations by clinical experts utilizing web technology

• Stand-alone session or add-on to videoconference

• Open to all clinicians, both KP as well as non-KP employees, free of charge

• Webinar offerings increase access to educational programs through online participation

Communications - Employee Generated Content

• Regional news on intranet website

• Communications department collaborates with Multimedia on web site design and content creation

• Communications specialists write stories and record videos with Flip camera

• Sr. Web Developer edits video and designs web site

• Utilize available internal resources for video delivery• Use existing video network to distribute live programming• Internal Sr. Producers manage creative and technical• Highly collaborative working relationship between clients and

multimedia and videoconferencing departments• Repurpose video content for on demand viewing, audio podcasts

and streaming media• Outsource streaming media hosting to external service provider

Best Practice for Internal Web Video Communications


Use Case Scenario - Workforce Development

Challenge• Communicate change

in HR system to 55,000 regional employees

• Live streaming video prohibited

• Live videoconference not feasible due to conference room unavailability and staff shifts

My HR http://xnet.kp.org/hr/ca/myhr/info.htm

Use Case Scenario - Workforce Development

Solution• Produce online video and

synchronized slide presentation

• Outsource streaming video hosting

• Send all email to employees

Result• Capture viewing metrics• Reached 15,000 views

within first 2 weeks

My HR http://xnet.kp.org/hr/ca/myhr/info.htm

George Halvorson, Chairman and CEO, KFHP, Inc. & KFH presents at 2006 Executive Leadership Forum

Use Case Scenario – Executive Communications

Screen shot of intranet VOD - Flash 8 video w/ synchronized Powerpoint

Use Case Scenario – Executive Communications

Frame grab of Michael Leonard, MD, Physician Leader Patient Safety presenting at The Human Factor: Effective Teamwork & Communication Videoconference, Walnut Creek, 9/25/06

Use Case Scenario – CME Field Productions

http://hpi.kp.org/hpi/do/document?oid=7854

Use Case Scenario – Sales and Account Management

Regional video communications

Brand Communications

Content Delivery

• External Health education Public Relations Recruitment Sales and Marketing

External Content Delivery – Health Education

http://www.kaiserpermanente.org

Portal to Members Your Personal Physician’s Homepage

Access to Health Care Information

Online Patient Education Videos

External Content – Marketing to Employers

http://kpemplyhealth.org

External Content – KP Newscenter

http://xnet.kp.org/newscenter

External Content – KP Newscenter

External Content – KP YouTube Channel

http://www.youtube.com/kaiserpermanenteorg

External Content – KP YouTube Channel

External Content – Michelle Shocked YouTube Channel

External Content - PR & Recruitment Webcasts

• Press conferences• Public outreach• External audience is primarily news media

Available only as archived event for internal audience

• Clients are Media Relations and The Permanente Medical Group

Webcast Examples

• Research Program on Genes, Environment, and Health Press Conference

• Healthy Heart Press Conference• Northern California Residency Programs

Open House

Kaiser PermanenteResearch Program on Genes, Environment and Health

http://www.dor.kaiser.org/studies/rpgeh/

Live Web cast

Research Programs on Genes, Environment and Health (RPGEH) Web Cast February 14, 2007

Kaiser PermanenteHealthy Heart web site

http://www.permanente.net/healthyheart/

Live Web cast

Healthy Heart Web Cast April 26, 2007

Kaiser PermanenteNorthern California Residency Programs Open House

http://residency.kp.org/ncal/


KP Residency Open House Web cast Sept. 8, 2007

"What they're doing at Kaiser seems to be an innovative approach to recruiting," said Charles Clayton, who is vice president for policy at the Assn. of Program Directors in Internal Medicine

"Clearly, an in-person open house is limited to people in a geographic area," Dr. Blumberg said. "Medical students are part of the 'Millennium Generation,' and it's second nature to them to watch streaming videos and get their information online. This was a way to appeal to this technologically [savvy] audience."


Web Video & Healthcare Best Practices

• Deploy online video as live and on-demand offerings based on communication needs

• Apply professional high quality video standards• Complete pre-planning, needs assessment, objectives,

promotion and distribution plans in advance• Utilize available internal resources for video delivery• Outsource and partner with external solutions providers

when appropriate• Evaluate and measure ROI

For More Information

[email protected]

Production Manager, VideoconferencingMultimedia CommunicationsKaiser Foundation Health Plan, Inc.1950 Franklin, 3rd FloorOakland, CA 94612Tel: (510) 987-3956Cell: (510) 847-4286

web video & healthcare: case studies & best practices

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