San Jose, CA — It seems wrong to start this post with a bunch of words since it’s all about how the time we spend with video is much more valuable. So, I’ll let Adobe kick us off with a video about how watching and sharing is changing the online experience:

The headline here is that video over earns both sharing and attention. At the end of last year, 23% of posts on Facebook included video. That small percentage earned 66%of the total social engagement on the site. Three quarters of viral reach (defined as someone who saw a post shared by a friend) was made up of video content.

That’s huge. But, the bigger news might be that video changes minds. The Atlantic recently ran a really interesting article about how and why different groups of people give to charity. One of their big “ah has” about why wealthier people are so much less likely than poorer people to give to social service organizations is that the experience of struggling to meet basic needs just isn’t part of their daily experience. They don’t encounter it; they aren’t personally impacted by it. Video changes that dynamic:

“When both groups were exposed to a sympathy-eliciting video on child poverty, the compassion of the wealthier group began to rise, and the groups’ willingness to help others became almost identical.”

Imagine the impact for healthcare – if showing rather than telling could create that kind of personal connection or realization that it could happen to you or someone just like you. Wait, you don’t have to imagine it; you can try it. The very talented Joy Hart recently sent us this clip from the Make Health Lastabout the impact of the day-to-day health and wellness choices we’re all making (or avoiding):

I’ll definitely be getting in my 30 minutes of physical activity and 5 servings of veg today.

Posted by: Leigh Householder

photo credit: DaveLawler via photopin cc

About the Author:

As Managing Director of Innovation for Syneos Health Communications, Leigh is responsible for shaping the company’s perspective on the next era of healthcare marketing. Through thought leadership, strategic innovation workshops and new products and capabilities, Leigh focuses on identifying marketing approaches that will fuel that new era and generate significant growth for clients. Leigh has worked with Fortune 1000 companies to craft their digital, mobile, social and CRM strategies for over 17 years. She’s worked for category-leading agencies in retail, public affairs, B2B technology, and higher education. Prior to moving to Syneos Health Communications, she had several leadership roles at one of our agencies, GSW. There, she founded an innovation practice fueled by the zeitgeist and spearheaded digital and innovation thinking across the business. Leigh has taken a special interest in complex healthcare products that can change lives in meaningful ways. She was recently a strategic lead on the 3rd largest launch in pharmaceutical history: Tecfidera. Before that she had keys roles with Eli Lilly Oncology, Abbott Nutrition, Amgen Cardiovascular, and Eli Lilly Diabetes. A critical part of Leigh’s work is trends and new ideas. Every year, she convenes a group of trend watchers from across our global network to identify the shifts most critical to healthcare marketers. Leigh is a sought-after writer and speaker. Recognized as one of the most inspiring people in the pharmaceutical industry by PharmaVoice, Leigh also was recognized as a Rising Star by the Healthcare Businesswomen's Association (HBA) for her overt passion, industry thought leadership and significant contributions in new business, strategy and mentoring.