Spectrum Health debuts Web videos

November 21, 2008
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It’s not exactly “Grey’s Anatomy,” but Spectrum Health is exploring Web 2.0 by featuring doctors in informational videos and putting the videos on its Web site and on YouTube.

“We’re looking at how can we reach patients and consumers or patients and their families efficiently, and we’re looking for new ways of doing that,” said Paula MacKenzie, director of public relations at Spectrum Health. “We know that people are using the Web more and more to seek out health information.”

The video series — currently five videos that focus on issues relating to cancer — leverages the broadcast experience of Spectrum Health’s media relations specialist Carrie Manders, a former television reporter who worked in Lansing and Rockford, Ill., before logging two and a half years at Grand Rapids’ WZZM channel 13.

“It’s fun for me to get back to the TV thing,” said Manders, whose main focus is working with state and national media.

“We’re trying to present it in a very informative manner. It’s very consumer-friendly questions I’m asking. It’s the questions I used to ask as a health reporter. I really think consumers are craving this kind of information.”

The videos are produced by local firm Pearson Creative Inc., which specializes in business-to-business video production, said owner Michael Pearson. He has worked with Spectrum Health for five years, and also counts Gordon Food Service and several Dow Chemical Co. subsidiaries among his clients.

Using a bit of video magic, Pearson said, the Spectrum Health videos are taped with a green screen as a background; then a background appropriate to the topic is added. 

“We wanted to achieve something that was real, and have the ability to change the pictures and corporate logo and backdrop,” he said.

Doctors featured in the videos so far are Patrick Fabrizio, Jane Pettinga, Anthony Senagore and Glenn VanOtteren.

The videos are posted at www.spectrum-health.org/tv and www.youtube.com/user/spectrumhealthtv

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