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Tag Archives: Video

Use these video tactics to market your health insurance offerings

By 2019, 80 percent of all Internet traffic will be devoted to video. Adweek has proclaimed online video the “future of content marketing.” Although many health care marketers are already onboard with this powerful marketing trend, others are still hesitating—and missing out on opportunities to reach prospects and engage members.

We’ve identified seven areas where health insurers can benefit from use of video content in their marketing strategies:

1. Highlight products and benefits

Health care marketers should use video to educate members and prospects about detailed products, unique benefits and essential services. To show how insurers’ plans are a good fit for members and prospects, video can offer website tours, promote mobile apps and highlight member discounts and perks. In addition, video can help explain—and simplify—more complex features like medical savings accounts.

For example, when Uber and UPMC teamed up during open enrollment for a promotion to raise awareness about distracted driving, they offered free rides for members. The health insurer used video to announce the promotion and explain how to take advantage of the perk:

2. Improve consumers’ health literacy

Many common insurance terms are difficult to understand. For those not familiar with industry jargon, these phrases can sound like a foreign language. Since video makes educational material easier to digest, it’s a great way to explain subsidies and EOB statements, demonstrate how an HSA works or walk a member through Medicare 101.

In this video series, for example, Highmark teaches consumers about the basics—or ABCs—of Medicare:

3. Address health care challenges

There is no shortage of health care challenges facing consumers today. From costs and access to care to health crises and epidemics, members are turning to insurers for answers and support. Because some content may be sensitive in nature, video offers an approachable way to respond, while communicating key brand positioning and messaging on topics that really matter to members and communities.

Here, Aetna President Karen S. Lynch uses video to discuss the country’s opioid epidemic. In doing so, she is able to highlight Aetna’s behavioral health business and talk about substance abuse care as a top priority for Aetna:

FREE DOWNLOAD: How to manage online patient feedback and brand reputation

4. Promote wellness

Health and wellness programs play an integral role in members’ physical, mental and emotional well-being, but getting them engaged and keeping them motivated in such programs can be difficult. Video makes it easy to share healthy eating and fitness tips, cooking instructions and training schedules. It’s a compelling tool for communicating key messages, advocating for adoption of healthy habits, teaching best practices and inviting members to participate in wellness programs.

Blue Cross Blue Shield of North Dakota’s wellness program is marketed as a more holistic approach to pursuing all dimensions of health and well-being. This video shows the inspiration behind the insurer’s BlueElements wellness program:


5. Provide assistance

There can be a learning curve as members become familiar with new health plans. When assisting them, it’s important to offer explanations that are easy to access and to understand. Video is an effective way to answer the questions your members might have about how to enroll for services or how to use an insurer’s app. As a “show and tell” technique, video saves time and resources for insurers and can be an easier way for members to get up to speed.

In this short video, Cigna offer “tips and tricks” on how to get the most out of its myCigna mobile app. Simple animation and voiceover break down the basics (like how to download the app and use the fingerprint login) and describe the app’s key benefits of helping members compare costs, track claims and find doctors right from their fingertip:

6. Offer health education

Consumers who are informed about their health have better health outcomes, so it makes sense for a health insurer to provide members with valuable health-related advice. Studies show that health education videos keep members more engaged and active in their care. Videos featuring providers and other health experts are valuable resources for members looking for condition-specific tips, explanations about procedures and reasons to complete health screenings.

“My left arm went numb, and soon after that my right arm went numb,” begins Chris Torizzo, a Kaiser Permanente member and employee, in this video designed to help women recognize heart attack symptoms. It combines Chris’ story with expert commentary from a cardiologist:

7. Amplify your brand

In addition to its consumer benefits, video content also has value from a brand perspective. It can be used to promote events, showcase brand ambassadors, highlight a facility or location and spotlight employees and goals.

It can also be used as a recruitment tool, as with Oscar’s “Ready to join the revolution?” video. In it, Oscar promotes the perks of working for the health insurer and directs candidates to its recruitment website:

David Schultz is president and founder of Media Logic . The original version of this post can be found here .

Snapchat drops 10-second limit on video recording

People about to film an event sure to last more than 10 seconds — say singing “Happy Birthday” — likely opt for a camera tool beside Snapchat.

That’s because one of the video-sharing app’s biggest quirks, aside from the fact messages delete by default after they’re viewed, is the 10-second limit… – Los Angeles Times

Video: Nurses are brand ambassadors, too

People who have spent 40 years in the stressful field of nursing might not be ideal for a video testimonial about your hospital or practice.

Yes, some RNs—hopefully not many—could gripe or whine about their on-the-job experiences. However, the ones who can leave positive lasting impressions about your brand and culture are invaluable. Your job as a communicator is to catch these gems on video.

For example, Lucy Rybczynski, a registered nurse at Advocate Trinity in Chicago, is preparing to retire. Her candor about the hard work and stress she has endured on the job can be appreciated.

She talks about how colleagues have been team players who “have your back.” Rybczynski speaks with pride about the younger generation of nurses who stay after their shift ends to get a few moments of wisdom or advice from her.

The most compelling part of the 3:45 segment is when Rybczynski gets teary-eyed about her unwavering commitment to patients and their families.

(Image via)

First published September 2016.

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Communicators promoting blood donations with video, infographics and more

When it comes to blood types, can your patients distinguish between universal donors and universal recipients?

For that matter, can you?

That simple bit of knowledge can help boost blood donations during winter months, when need runs high and contributions tend to wane.

This chart on the American Red Cross website allows you to visualize the impact each blood group plays in the transfusion process:

It’s not the only way health care communicators are eliciting donations, though.

The Red River Valley Blood Center offers a list of 50 Fascinating Blood Facts on their website, including these pertaining to patients who benefit from blood donations:

The following video from University of Maryland Medical Center makes its point in just over a minute:

Another video, using upbeat music to set a positive tone, humanizes the experiences of first-time donors and introduces the viewer to a woman with an autoimmune disease who needs monthly transfusions:

Marketers can also opt to use social media; these Facebook posts for Mississippi Blood Services are helping the organization sound the alarm to their 12,000 followers. A severe inventory shortage has prompted daily blood drives throughout the state:

This infographic from the American Red Cross delivers facts and figures about Blood Donor Month, held each January since 1970.

The Independent reports that a simple but effective Swedish campaign thanks donors by text message and lets them know when their blood has been used. Donors quickly responded on social media and shared their experiences.

Donors in Sweden also have access to website that shows how much blood is contained in the current inventory in the hopes of prompting more donations before a crisis can develop.

How is your hospital or medical facility soliciting donations?

Through these efforts, some donors have agreed to be contacted through email and social media, or by text message, to remind them to donate again.

Why Healthcare Practices Should Use Video

Why Healthcare Practices Should Use Video

We’re not telling you to create a Gray’s Anatomy episode. But posting video content on your website is a great marketing tool for your practice. Video humanizes your practice, increases engagement with new and current patients and is easy to pull up on a phone or tablet. Healthcare providers should consider incorporating educational videos as part of their online marketing strategy. Let’s break down the elements that make video a great tool in your healthcare marketing strategy.

It’s a Mobile-Friendly Format.

Thanks to the smartphone, patients are searching for their content on their phones or tablets about 50% of the time, according to Sifting through written content designed for a computer screen becomes tedious on a mobile device. This means even if you have great written content for your site, it might be pushed aside half the time simply because of the format. Video, however, is very mobile-friendly and easily ingestible on the go.

It Proves You’re Human.

Patients are more apt to connect to a human face and voice than to stagnant words on a screen. They want to know they are being cared for by professionals who are real human beings. Consider a video interview with a doctor explaining signs she looks for to tell the difference between a run-of-the-mill mole and ones that could be cancerous, for instance. Your patients, current or potential, will like the sense of connection from seeing the doctor’s face and hearing her voice.

Also consider using videos of patients recommending your practice. Participation is voluntary, of course, and patients should not divulge specifics of their medical history. They can speak to why your practice is beneficial to them and how the doctors and staff are helpful and trustworthy. Again, this can help establish your practice’s credibility more than written words on a screen. Patients like getting recommendations for healthcare services from people they know. Videos of real patients recommending your practice are the next-best thing.

It Creates More Searchable Avenues to Your Site.

If you first upload your video to a video site like YouTube and then embed the video into your practice’s page, you’ve created multiple, searchable access points to your video content. Like blog posts, videos are searchable based on keywords. Your video content can come up in YouTube, in a search engine like Google and on your site. Videos are also easy to share on social media for even more avenues for patients to find your content.

Get started with video marketing for your healthcare practice today by emailing Practice Builders at

Medical Healthcare Marketing

A guide to better video marketing

In marketing, effective storytelling is essential to reaching audiences.

What makes certain stories more effective than others? It has to do with drawing a special “something” out of the reader, listener or viewer.

The goal for many of today’s marketers is to inspire their audiences and elicit an emotional response to their content. What’s the best medium to do that? Many marketers would suggest video.

According to data from VidYard’s Video Marketing Handbook, more and more brand managers are presenting powerful themes through visuals. A recent report even calls video “the storytelling format to rule them all.”

Thinking of adding a video component to your next marketing campaign? Have a story to tell, but you’re not sure whether a visual element is the best way to tell it?

If you seek to share your organization’s values and message with your audience through a brand-focused video, here’s how—along with highlights from the report:

Make people feel something

Engagement often starts with a desire to “strike a chord with your audience” or “better understand your customer.”

Tapping into your audience’s mind, body, soul (or wallet) begins with a feeling. To break down your target audience’s emotional wall, you must elicit inspiration, humor, happiness, sadness, anxiety or fear.

From VidYard:

It doesn’t really matter if your audience is laughing, crying or feeling inspired at the end of your video, but they better be feeling something or you’ll be easily forgotten. Your goal is to convey an implied voice or brand persona and have people resonate with it. Whether it’s your on-screen talent’s wit, the language you use to speak about your brand’s beliefs, or even the topics you choose to cover, you’re trying to create content that triggers targeted emotions and trying to tie these high-power feelings to a specific action you want your audience to complete.

The way your brand delivers its message—and when—requires the ability to persuade.

If you seek to sway consumers and direct them toward your brand, VidYard suggests adopting an all-hands-on-deck approach.

The report says, in part:

There’s no doubt that video can now be used for much more than brand awareness. Video is no longer a marketing-based silo and can actually involve every business unit from your creative team, to your demand generation experts and your sales reps.

Here’s more:

Video stories can be sourced from all parts of the business. From R&D to your interns, there are tons of stories to be told, it’s just a matter of finding them. To encourage employee advocates to contribute stories, the culture must clearly support risk-taking and failure.

How can you unify departments and get everyone working toward the same goal?

Hone the emotional aspect of your campaign; then refine your strategy.

Here’s more fom VidYard:

One glance at the types of videos brands are releasing these days is enough to see that there’s a huge trend toward content that makes people feel. Times are changing and gone are the days when creating an especially impressive video was the only piece of the puzzle. Today you need to refine your video strategy and start monitoring your performance as it relates to ROI. Marketing technology has evolved to fit the bill and you can now track exactly who’s watching your video content, and for how long.

Find out what drives consumers

Depending on your brand’s product or service—and its price—VidYard data suggest digging deeper into your customers’ decision-making processes.

RELATED: New tactics to incorporate storytelling into your everyday writing

Jacqueline Jensen, a community evangelist at Piktochart, says customers’ overwhelming response to certain videos is simple science.

From Jensen:

If you aim to share a story that appeals to your audience, is easy for them to comprehend, and will be something they remember, we are finding that the science points to using visuals, including images and videos. Visuals and videos are recalled much more promptly than text or other sensory inputs – 65 percent for visual content, versus 10 percent for pure text.

Most consumers don’t want to sit through a boring informational video, let alone associate that video with a brand they trust. To migrate away from yawn-inducing content, YidYard advises being realistic about your expectations:

There are only a few things you can actually achieve with each 90-second video spot. Consult with your team on the one essential point of the video (the main objective that aligns with the goals of the business). Remind them that you’re not looking to include all of the messaging points in your video, rather you’re aiming to create a provocative, entertaining spot that gets people talking about—and remembering—the issue that your company can help them solve.

Target your niche

If approaching your entire target audience with one video seems like an impossible task, take things one niche at a time.

From Jensen:

Great content isn’t always found in the same bucket as advertising-focused content. For example, with [a recent] Blab series, we talked to a PR professional, a well-known sketch-note artist, and the CEO of Blab. With each expert interview, we were able to target those in our community who are interested in those specific topics.

VidYard calls that “narrowcasting.” To do it properly, the report advises getting the quest for viral videos completely out of our heads:

“Going viral” is a naive approach to video marketing because, in reality, you can only secure millions of views if you have an audience with millions of people in it to begin with.

Instead, the report says to start here:

If you narrowcast a targeted message that capitalizes on the pain points of your ideal prospect, your video will retain viewers who are actually interested in what you do and likely have the budget to spend on your offering. In other words, you’ll attract and maintain the leads worth following up with.

Getting your video out there

Although marketers may thrive when conceptualizing a strong storyline and marketing strategy for their video content, that confidence can quickly turn to fear once production is underway.

From VidYard:

As companies get started with video there are always questions about budget, outsourcing, expectations around production value, and how to create great assets without breaking the bank.

Start here:

  • Determine whether your video will be produced in-house, or if you will outsource production. If your budget falls under $ 10,000, outsourcing might be more feasible. If the sky is the limit moneywise, perhaps it’s time to hire a full-time videographer. VidYard advises choosing someone with directing experience and a great sense of timing when it comes to editing.

  • Outline your expected output. Data say more than one-third of large organizations produce roughly 100 marketing videos annually. If you plan to use video marketing for the long haul, VidYard says to increase staff. Though many marketers might think in-house creative video teams are only an option for large outfits, any organization can hire or assemble a dedicated video team.

This VidYard graph shows how various organizations are approaching video:

Make sure it shares

Social media and video are becoming a marketer’s peanut butter and jelly.

If your target audience is on Facebook, post your videos there. If you want to expand your reputation with a variety of social media users, use your content to interact with them directly.

From Jensen:

[We started a] “User Stories” series using video because we’ve found a beautiful video is a powerful way to share a user’s story. For us, it’s about going behind the scenes and showcasing to our 5.5 million users worldwide how [our brand] has impacted one life.

We have found video to be one of the most transparent and powerful ways to take our community behind the scenes of the company and what we value. We are open to trying different platforms to see which experience resonates most with our community of users. As we explore, utilizing video, community interest and engagement guide us.

Here’s how VidYard’s report advises sharing your content and maximizing your video’s reach online:

• Post your video on multiple pages on your brand’s website (blog, a resource hub, product page, etc.).

• Use marketing campaign landing pages.

• Insert or link to your visual content in outbound email marketing campaigns.

• Establish a presence on social media channels. (Pay close attention to the sites your prospects use.)

• Start a YouTube channel.

• Create your own, dedicated video resource hub.

How do you use video in your marketing strategies? What additional advice would you offer?

Video: Crash reenactment highlights hospital’s trauma work

Footage for many hospital videos is typically limited to the sterile space of health care facilities. Not the case, however, for Barton Health.

Communicators and providers at Barton teamed up with Tahoe Production House to tell the story of Marty Greene, a mother of four young children who was seriously injured in a car wreck. The six-minute documentary recently premiered at Barton’s Foundation Gala, which is appropriate, given that Greene is employed by that organization. 

White paper: Today’s internal communications challenges and how to remedy them.

According to Tahoe Production House, one especially interesting aspect of the project was reenacting the crash that the 39-year-old Greene was in, as she played the patient in the video.

Take a look:

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Source: – Sunday, November 01, 2015
Happy Post-Halloween! Once a upon a time, there was a group of young gals going to Denny's on Halloween Night that had a nice meal that led to this brawl.

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