Video and Live Streaming Insights for Healthcare Organizations

Live streaming has officially become mainstream. If you don’t believe it, check out these numbers: the two largest platforms, Meerkat and Periscope, have a combined 12 million users; Periscope has been valued at one billion dollars and was considered a bigger opportunity than Twitter, its owner. Hopping on that live streaming video bandwagon is a huge opportunity for healthcare organizations to engage and build relationships with their customers and fans.

Pause to consider that Twitter denied Meerkat’s access to its social graph (from which the app was pulling user information) and a few days later launched its own platform. Within ten days of availability on the app store, Periscope registered one million users. Its growth has been exponential. Today, it boasts two million daily users since its March debut. That audience is almost the same amount of viewers of Fox News’ O’Reilly Factor.

Healthcare public relations professionals should certainly have those platforms in mind when building future communications strategies.

Below a few items to take into consideration when live streaming:

It is important to have clear idea of why your brand is using the platform. Forbes’ Cheryl Conner lists a few questions marketers and public relations practitioners should have clear before starting a live stream: “What are the areas of expertise you want to be known for? A certain product category? Sets of skills you teach to others?”
Just like other social media platforms, the live streaming mediums are all about interaction. Creating engagement is the first step, but don’t forget to interact with other users to build relationships.
As a part of the communications strategy, live streaming should reflect a brand’s tone, message and values. Make it a conversation between you and your fans.
“Once you start to broadcast on Periscope, just like any other program or article venue, come back to the community frequently to deliver more on your topic,” explains Conner.

Once those bases are covered, there are endless opportunities, especially in these new platforms. Here are a few ideas on how to leverage live streaming for healthcare organizations:

Stream live events. Product launches, openings, interviews and presentations are just a few items that can be streamed. Live streaming is an opportunity to engage instantaneously. It also gives brands a chance to exhibit their point-of-view of an event.
Share company and industry news.If you have something interesting and important to say, live stream it. “Make your major announcement to the audience that supports your business. Don’t wait for the news cameras, become your own media outlet,” Alice Fuller points out in her article, “Mobile Live Streaming for Business: Periscope and Meerkat.” Share thoughts about developments in your industry and get immediate feedback from your social audience. Answer questions live.
Amplify corporate sponsorships. Social media is a great way to capitalize on investments. Use live streaming to give followers an idea of what is happening at that moment, essentially giving them a backstage pass.
Conduct creative contests and giveaways.“Because these apps tie so well into Twitter, get your customers and audiences to take some action to win prizes and help your generate some buzz.” Discounts, giveaways and contests for those watching are a great way to get an audience to actively participate and engage with your healthcare brand. Unique promotion codes also gives brands a chance to measure success.

Have you tried live streaming? How did you apply it to your communications strategy? Let us know in the comments.

If you’re in healthcare, insurance, technology or other professional services industries, and need help with a PR, marketing or social media campaign, contact Scott Public Relations.

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