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Using Video to Enhance Life Science Communication Isn’t Brain Surgery

By Rose Bentley


Removing a gallbladder used to require major surgery. With modern technology, that’s no longer the case. Producing quality video content was also once thought of as a complex operation involving expensive cameras, multiple light sources, recording devices and a host of expert technicians. Today, it’s rather simple.

Perhaps the most surprising aspect is not only the ease of the endeavor but its added value—especially in Life Sciences.

For example, a global leader in retail and wholesale pharmacy understood the power of live streaming video, primarily in the form of executive webcasts to its worldwide employee base. But with new generations of employees demanding more video content as well as streaming capabilities, the company saw a growing need for self-service webcasting as a cost-effective way to leverage the power of video throughout the enterprise.

This Self-Service Webcasting solution provided everything an individual or team needed to produce and promote a webcast, including built-in, easy-to-use tools for broadcasting, recording and editing—plus personalized email and surveys for driving interest and managing registrants. All within a surprisingly small budget.

Video communications are used for a variety of applications in the healthcare industry all of which are centered around patient care, including education, employee collaboration, training and compliance, onboarding, crisis communications, and more. The need for secure video communications presents an opportunity for organizations to implement solutions that engage medical staff, patients and providers with full governance and control – from anywhere on any device.

Another example of a national healthcare retailer that needed to quickly shift to support a fully remote workforce. With COVID-19, they suddenly had to shift its internal communications and training plans to support remote work and a distributed team of 375,000 employees that needed access from anywhere, anytime on any device. They needed to quickly, securely, and reliably distribute complex, quickly changing training content.

Giving the CEO the ability to provide 5-minute weekly leadership Video On Demand updates to the entire organization also contributed to the program’s success.

In Feb 2021, this national healthcare retailer held a live stream for 32,000 internal and external stakeholders to communicate vaccination rollout plans for Covid-19.

3 ways to add value with video within the Life Sciences Industry

  1. Enable the distribution of live stream video content to a hyper-distributed workforce on a very large scale—say 50-100,000 individuals or more, simultaneously. There are real opportunities to demonstrate how scalability can be beneficial—think communications to a large, distributed network of healthcare professionals, researchers, scientists, and patients for example.
  2. The ability and capacity to store and manage large file sized video might be considered “cost of entry” in a discussion of what makes video smart. Truth is, storing content is important, but the ability to access the content for later use might be considered mission critical—especially considering the advent of governance and compliance of content retention and removal by regulators becoming codified on both the state and federal levels .
  3. We not only have the option to work in a wherever, whenever environment, we continue to operate in a data driven climate. If content performance cannot be measured, it has virtually no value. Having the capability to measure video content performance will inform how we improve business communication. We can track both the physical assets, like live-streaming or video on demand performance, i.e., buffering and drop offs, but also gain actionable insight into how effective our video communication was with our intended audience. How many people watched the video? Who watched the entire video? Who watched it multiple times? Bringing real data to video content is the cornerstone of how business can use video to develop a course of action or course correct when necessary.

So, while it still requires a trained brain surgeon to perform brain surgery, it doesn’t take an expert to use video to add value to a host of life science communication activities.

Qumu has been making video smarter with its video engagement platform serving the Fortune 500 and Tech 1000. Qumu has committed to a 100% remote workforce that works from wherever, whenever, forever. Qumu recently refreshed its brand to better reflect its commitment to bringing value to video content. 

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