How Hospitals Can Be 'Sherpa' Brands

Jacqueline Fellows, for HealthLeaders Media , June 26, 2013

What makes the videos on the Altru Moments blog unique is that they are not quick and simple storylines that show a patient talking about how good the doctor was or how quickly a nurse responded to a call light. The video is also accompanied by a blog post written by Reznicek.

For example, one of the most popular videos features Peggy Vanyo, an outgoing polka dancer who came in for a same day surgery but wasn't fully discharged until four months later.

Reznicek says Altru, which maintains five different blogs, aims to have 3,000 page views per month, with an average site visit lasting 2 minutes. Peggy Vanyo's video had 761 page views with an average duration of 4:49 – the actual video itself is only 3 minutes. Vanyo's video may also be viewed on Altru's YouTube channel.

The video does not feature animation. There is no coupon for free valet parking. It is simply a patient recounting her harrowing health journey and how the staff, in Vanyo's words, "never gave up on me."

Instead of trying to think of the right questions, it may be time to rethink who we're asking. Patients are waiting.

Jacqueline Fellows is an editor for HealthLeaders Media.
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