Viral Videos Provide Multiple Ways to Share Organizational Stories
by Cheryl L. Serra
What can you do with five minutes? As healthcare marketers are discovering, you can pack a lot of tears and tissue-grabbing—or guffaws, giggles, and sing-alongs— into five minutes. Healthcare organizations are increasingly turning to the power of video to showcase the emotional aspects of what they do, leveraging the relatively short time format and ready sharability of the medium.
Michael Schmidt, Vice President of Arnold Palmer Medical Center Foundation in Orlando, FL, understands the up-close-and-personal nature of video and the importance of gearing your marketing efforts to specific goals.
Arnold Palmer Hospital is a 158bed pediatric hospital facility that’s been rated by U.S. News & World Report as one of the best children’s hospitals in the country. The Arnold Palmer Medical Center Foundation is the philanthropic arm of the hospital that secures funding for the hospital’s ongoing operations, new equipment, and capital projects. The foundation team has taken the lead on storytelling and engagement functions that are often a marketing role in other organizations.
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