Today's health care consumers are increasingly using online resources to "shop" for health care providers and find medical information. This inspired Rush University Medical Center to invest in a new way to serve and attract patients through Find-a-Doctor, the physician locator tool on the Rush website.
Nearly 400 physician profiles on Find-a-Doctor now include a brief video vignette of the individual physicians, offering patients a glimpse into each doctor's personality, unique qualities, specialty and philosophy of care.
These videos, which result from unscripted interviews, are more than just a marketing tool. They enable patients to find the doctor that’s right for them. They also help patients understand the wide variety of medical subspecialties available at Rush and the role each doctor can play in their care.
Visitors to the Find-a-Doctor site have viewed these videos more than 116,000 times total (as of Sept. 3, 2013). Also available on Rush's YouTube channel, the videos there have more than 120,000 plays total (as of Sept. 3, 2013).
In interviews with patients who used Find-a-Doctor profile videos to choose primary care doctors and specialists, we learned that the video interviews helped patients:
- Take the first step into the journey of health care by enriching their search for a doctor. The patient can now access information beyond the doctor’s resume, such as why the doctor went into medicine and how the doctor approaches patient care.
- Prepare for the initial visit with a chosen doctor. The patient now has a new level of comfort with the doctor and has started to build a relationship even before the first visit.
- Share information with family members. The patient now has the ability to show family members the chosen doctor’s video, which adds context to how the family will handle important health matters.
- Refer a family member or friend to a doctor more easily. A family member or friend can see what the doctor is actually like, in addition to a written overview of their skills and training.
Also, doctors with posted videos have let us know that new patients mentioned choosing them based on their profile videos.
The videos below aim to provide you with a representative sampling of the Find-a-Doctor video profile project. They are four of the nearly 400 profile videos live on the Find-a-Doctor website. Please click on the hyperlinked physician names below to view the videos in their native landscape on Find-a-Doctor.
Edie Chan, MD, transplant surgeon:
Thomas Witt, MD, breast surgeon:
Sharon Sholiton, MD, pediatrician:
Yone Amuka, MD, emergency medicine physician: