Leveraging Live Video in the Continuing Education of Healthcare Professionals

By Brandee Plott, Director of Marketing, Medical Education Resources

CEHP providers are constantly tasked with searching for new and creative ways to extend the reach of continuing healthcare education, utilize non-education strategies to enhance change and recruit learners to participate in education. Increasing learner engagement in education is also an ongoing challenge. This article will explore ways providers can use live video for these purposes and will cover some of the live video apps that are currently available.

Why live video? According to data presented by social media expert Michael Stelzner at Social Media Success Summit 2016, average shares per video on Facebook more than doubled in 2016. In addition, Stelzner noted that according to a 2016 Social Media Marketing Industry Report, 39 percent responded that they plan to increase their use of live video in the coming year. Video evokes powerful emotions in viewers, which explains why videos go viral as opposed to photos or blogs. In short, video is an effective means of communication.

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Before I delve into how live video can be utilized by CEHP providers, let’s take a look at the most widely used free live video apps that are currently available as on Jan. 1, 2017:

10 Ways CEHP Providers Can Leverage Live Video
Here are some ways CEhp providers can utilize live video in their CEHP programs:

  1. Simple Q&A between faculty and learners. This is a powerful way to increase learner engagement and extend the reach of education to a broader audience. It can be done in conjunction with an educational activity or an “ask the expert” session.
  2. Live “how-to demonstration” teaching healthcare providers how to perform a certain exam or procedure, motivational interviewing, or how to incorporate shared decision making into the care of patients.
  3. Patient interviews. This is a powerful way to connect healthcare providers and patients.
  4. Interview faculty giving potential learners a sneak peek of an upcoming educational event.
  5. Provide live breaking medical news updates. This could be particularly useful at specialty society educational meetings where there are breaking abstracts.
  6. Broadcast the keynote presentation at an educational event live.
  7. Get live testimonials from learners. What better way to get healthcare professionals excited about education than to hear positive things from a learner live from an educational event?
  8. If your organization is hosting an educational event in an interesting destination, take learners on a tour of places they can go while on location after the educational sessions.
  9. Conduct a live focus group. “What do HCPs think of a new guideline, treatment, etc.?”
  10. Host a regularly scheduled practice pearl, tip or trivia live.

Remember, live video is a two-way connection and an opportunity to acknowledge people by name (or username) and make them feel important.

Tips for Broadcasting Live
There is a world of difference between doing something and doing something well. Broadcasting live video is no exception. With that in mind, here are some quick tips of things you can do before, during and after a broadcast to help you maintain good video quality maximize your live audience:

Tip 1: Be prepared. Know the point of your broadcast in advance and, when planning broadcasts, put yourself in the place of the viewer and consider what value viewers will gain by investing their time to watch your broadcast.

Tip 2: If you know you’re going to go live at a certain date and time, promote it ahead of time on all of your social channels.

Tip 3: Check your lighting. You’ll want ample lighting and the light to be in front of the person broadcasting.

Tip 4: When possible, use a tripod or a handheld device like a Steadycam to reduce shakiness.

Tip 5: Treat your live broadcast as not a one-way street but a conversation. Call people by name or user name and “like” their comments.

Tip 6: Use Live Leap to syndicate your broadcast to the groups and pages that you select. You can actually go live to multiple locations at once.

Tip 7: Thank viewers for joining at the end of your videos.

Hopefully, this article will encourage you to get started with live video and inspire you with ideas on how to utilize live video to reach and engage more healthcare professionals than ever before.

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