By Stewart Gandolf
Chief Executive Officer
For some time now, we have championed the benefits of video content as a powerful, and often underutilized, tool in healthcare marketing. No pun intended, but here are two cutting-edge video examples of surgery—direct and graphic from the OR.
Viewer Discretion Advised. These video examples of actual surgery include graphic content.
Online video broadcasts (and replays) of actual surgery are not common, and Swedish Medical Center and Memorial Health Care System have both pioneered new online territory.
Swedish Medical Center: Live Knee Surgery – Last week, for almost six hours, Swedish carried a live webcast of an actual knee surgery. The presentation was narrated by an orthopedic surgeon and provided for Twitter and live chat comments and questions from the public. And for anyone who missed the real-time presentation, Swedish has posted an informative page with video replay on their website.
Memorial Health Care System: Open Heart Surgery – Even more dramatic is the (then live) webcast of surgery late last year to replace a leaking mitrial valve and tricuspid valve and to treat atrial fibrillation. A public awareness effort promoted the live Memorial broadcast in advance, and they subsequently posted replay material online for patient education. Memorial says they are planning more webstreaming procedures.
Individuals who what to dig a bit deeper online will have no trouble finding the ORlive channel. It showcases surgical procedures (presenting both live and replays from a library of previous events) primarily for physicians, surgeons and caregivers. This format includes medical and healthcare sponsors.
Please let us know what you think. Is live surgery informative, helpful to the public or mainly of interest to other hospitals and surgeons?