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A Report

On

HEALTHCARE COMMUNICATION

By

Name of the student ID No.

Anshuman 2015A8PS387P

AT

Le’Nest

A Practice School-I station of

Birla Institute of Technology and Science, Pilani

June, 2017

A Report

On

Healthcare Communication

By

Name of the ID Discipline

Student

Anshuman 2015A8PS387P       Electronics

      and

      Instrumentation

Prepared in partial fulfilment

of the

Practice School - II Course

At

Le’Nest, Mumbai

BIRLA INSTITUTE OF TECHNOLOGY & SCIENCE, PILANI (Month, Year)

ACKNOWLEDGEMENT

This internship is an accumulation of many people’s endeavor. I am deeply honored and would like to convey my sincere gratitude to the head of our organization (Le’Nest), Dr. Mukesh Gupta for giving me this opportunity to do my internship at this station as well as for his constant feedback and help.

I would like to thank Mrs. Swarna Chaudhary, my PS-1 faculty at Le’Nest. I would also like to thank Mrs. Firdaus, for her constant help and feedback during my work as well as taking charge of the online marketing. The entire staff at Le’Nest has been a great support by providing valuable inputs and extending a helping hand in all our endeavors.

Birla Institute of Technology and Science

Pilani(Rajasthan)

Practice School Division

Station : Le’Nest Centre : Mumbai

Duration : 1 Month Date of Start : 22/06/17

Date of submission : 19/06/17

Title of the project : Healthcare Communication

Name (student) : Anshuman

ID : 2015A8PS387P

Discipline : Electronics and Instrumentation

Name (expert) : Mrs. Firdaus

Designation : Marketing manager

Name (PS faculty) : Mrs. Swarna Chaudhary

Key Words : Healthcare, communication, video processing, animations, audio processing, rendering

Project Areas : Video processing, editing, sound engineering, online marketing

Abstract : The project is about preparing healthcare communication videos by preparing content, shooting, processing, editing, animating videos. Also, preparing online marketing strategy to host the content for maximum reach.

Table of Contents

Contents

Page No.

1. Introduction

5,6

2. Mid Sem Summary

7

3. Main Text

3.1 Content Preparation

3.2 Montage

3.3 Cinematography

3.4 Processing videos

3.5 Isolating audio

3.6 Processing Audio

3.7 Edits and Cuts

3.8 Intro and Ending Animations

3.9 Subtitles

3.10 Transitions

3.11 Rendering

8

8

8,9

10

12

12

12,13

14,15

15

16

16

4. Post Mid sem work

4.1 Creating Relatable Content

4.2 Build an engaged community

4.3 Advertising

4.4 Push Strategy

4.5 Pull Strategy

4.6 Virtual Reality as new form of communication

18

18

19

19

20

21

23

Introduction

Le’nest is a maternity clinic. It’s prime focus is mother and child care, through medical principles as well as psychological means which help enhance the whole process of healthcare for a pregnant woman.

Vision : Beyond Just care

The organization believes in methods that extend beyond just medical help. It has an equally big focus on the wholesome development of the health of mother and baby through various other means, like interactive and education communication, simulation models for staff involved, automation process of the organization for effective treatment process.

My objective was to prepare a series of healthcare communication videos, which would aid in the bridging the gap of information that is quintessential for the well-being of a to-be-mother and her child. There are 4 activities related to healthcare communication :

1. Education

2. Advocacy

3. Research

4. Partnerships

Education :

Refers to educating the people about the topics related to healthcare, which is handy tool to refer to, in case of any doubts that pertain to any aspect of healthcare. Quoting Le’nest as an example, Dr. Mukesh Gupta on a routine basis, produces video based informative regarding many small aspect of mother and child care. For eg : sleep cycles during pregnancy, food habits during pregnancy, myth busters etc. The YouTube channel “SheCare” does more or less the same thing, and the doctor contributes to that channel as well.

Advocacy :

It means “Public support or recommendation of a particular cause or policy”. It’s self explanatory. For example using paracetamol for fever or mild cold/pain is in accordance with public as well as doctors.

Research  :

Improvements that can be done in existing treatments, making the process more efficient and versatile. Finding alternate and cheaper techniques. It’s about doing a re-search in an already studied and searched issue.

Partnerships :

Networking by having tie-ups with other organizations to make the knowledge base bigger and better.

Our project is based on the first activity of healthcare communication, i.e. Education. Brief of the project is to shoot videos of Dr. Mukesh Gupta, with various contents regarding pregnancy and childcare. After shooting the video, we post process and produce the video so as to air it in a professional and presentable way. The details of post-production of videos will be given in the following sections. We’ll go step by step and talk about everything in detail.

2. Mid Sem Summary

Pre mid sem our main job has been to create a host of videos based on pre decided content. I’ll list the exact job done by me in a sequence :

• Researching content on maternal and child care

• Analyzing most popular content on the internet

• Deciding the list of topics to create a playlist

• Arrangement of the shooting process

• Camera angles, lighting

• Shooting multiple angles

• Retrieving the raw footage

• Importing it to Adobe Premiere Pro

• Color grading the video to adjust saturation, sharpness etc.

• Cutting the undesired parts

• Adding transitions

• Preparing the intro and ending plate

• Animating the text and graphics

• Creating a separate animation sample

• Adding subtitles to English version videos

• Processing sound of the soundtrack and background score

• Adjusting amplification levels to avoid overshadowing of voice

• Adding all the above content to one single video sequence

• Creating a final draft

• Rendering the video as per YouTube standards

• Giving the videos to the marketing team

• Boosting the Facebook traction of our videos

3.1 Content Preparation :

The most important part of the healthcare communication process is curating content. Informative as they are, they usually lag in appeal and fail to withhold interest of the viewer due to not being presented well.

Our aim was to do online research on the trending topics related to maternal care and create one such list of topics that could be made into a playlist-of-sorts. For eg: a full playlist on myth busters of pregnancy info, another playlist on birth cycle of a baby.

We did some number crunching on various social media sites for gauging the hits that any such issue got, and in a descending order we arranged a list of such topics.

On a particular topic, the content was fully provided by Dr. Mukesh, and we would do both the English and Hindi version of same content.

3.2 Montage

This is the process of creating multiple shots in a sequence so as to edit and mix them later on to produce a whole video series. We generally complete the shoot in one take, courtesy carefully and thoughtfully curated content and also the prowess of Dr. Mukesh.

3.3 Cinematography

This is the process of storytelling through the camera. Since the shots taken are informative, interactive and conversational in nature, we follow dual-angle shots. We place 2 cameras at near perpendicular relative to the each other and the subject. The side profile is used to give a close up view and front profile gives the normal portrait . We also follow the ‘the rule of thirds’ to depict an imaginary subject in the ‘other third’ who is being talked to, so that the viewer an put himself in that spot.

This is the close up shot and it gives the setup of a conversational video. Similarly, the front profile is something like this :

3.4 Processing Videos

For processing the videos, we use the Adobe Premiere Pro CC 2017 software. So Here we will go step wise, explaining the basic processes of processing the video footage :

Step 1 : Importing the raw footage

We open a New Project from the opening window, and then to left side of Workspace, we right click and select import option. We browse the file from the Finder and double click to import the file. This creates a video sequence in the Preview window, so that we can preview changes live by buffering the video.

Step 2 : Color Grading

We use the color palette to the right side of window, to change the color grading of the video suited to a particular genre. For eg :  greying of a particular subject to diminish its significance, increasing/decreasing the saturation of the colors etc.

3.5 Isolating Audio

For processing audio, it’s important to isolate the audio by the help of SmartConverter. We just need to drag and drop the video in its box and select the target file format like, MP3, AAC, FLAC etc. It automatically extracts the udio sample of the file and simultaneously converts it into the required format.

3.6 Processing Audio

Processing the audio means to adjust the amplification levels of the soundtrack and background score of the video in a way that the soundtrack is on top of the background score as well as the transitions and background noise reductions. My colleague in this project was working on sound processing specifically and will give detailed insights about the same.

3.7 Edits and Cuts

Edits and cuts are very important when video is being shot from multiple angles. Generally the cuts depend on the the flow of video and the content. For cutting on a particular segment we press the ‘C’ button on the key board and click on the portion where we need to place a cut. It look like this  :

Notice the new blue segment that appears in the video sequence by placing a cut. This creates 2 separate video segments. Which helps in reshaping or moving a particular segment. This also allows for putting transitions on a particular part of the video.

To delete a segment : introduce 2 ‘cuts’ , click on the nely made segment and press Delete.

To put transitions/effects : Go to the Editing tab, select video/audio transition, a dropdown will create various options. Choose whichever suits the the best . Drag the option on the start/end of a segment. For eg : to create a fading effect, choose Cross fade in video effects or exponential fade in audio effects to create a fading effect simultaneously.

There are innumerably many editing options and aspects, not all can be documented in this reports so I’m leaving it at that

3.8 Intro and Ending animations

Animations are created in Adobe After Effects CC 2017. Here again, we make a new project, either import a video and work on it or draw a new animation altogether. For Intro and ending animations we draw a new animation. We create a composition, add various elements to it in form of texts,lines and shapes(mostly geometrical). Then we ‘timecode’ and ‘scale’ each element separately so as to time the appearance and disappearance of each element in a timeframe. This gives rise to moving graphips, what we call as animations.

Notice how the text is at different position at different times. The software extrapolates these motions to create motion graphics, which we call as animations.

3.9 Subtitles

We similarly do for subtitles, by creating boxes and inserting text in the boxes. Then we timecode the text and scale it accordingly, so that words appear as they are spoken and hence creates subtitles in the video.

3.10 Transitions

This is an important feature which allows for smooth transitioning of various cuts, startings, and endings of a video segment. As discussed before, create cuts where you need to provide transitions, go to editing dropdown, select a transition effect (video/audio) and drag it to the cut.

3.11 Rendering

This is the final step of video production. After all the editing is done, the video is rendered, that is , by extrapolating all the image segments we create a photorealistic video sequence. This creates a smooth flowing video. We can ascertain the video codec, audio codec, frequency, bitrate , rendering quality , size of the video etc.

Post Mid-Sem Work

Post mid-sem the major work was similar to pre mid sem, differing in the capacity that we were more focused on the marketing aspect of Le’nest, by launching the YouTube channel ‘LeNest’ and putting the content on it. Once we were done with that, the next step was to boost the content and market it.

4.1 Creating relatable content

Le’Nest being a maternity clinic, its main purpose is providing high quality healthcare for mothers and infants. So the healthcare communication content must focus on every possible small problem that a mother faces pre, during and post pregnancy. Since the issue is related to the well being of a couple and its offspring, it has to have sensitive and emotional content.

    

Simplicity. Viral video has short and simple content. This is a consequence of 2 things : the way people use social networking sites and short spans of attention. People want short term consumption, share it and move on. So it’s best to keep videos under 2 minutes.

Unique. People like sharing videos which are unique in content; otherwise they have no chance of sustaining the huge bulk of content present online.

Timely.  Relevance and time of posting is very important to make a content viral in public domain. This is very difficult for the marketers. You have to stay up to date with the current topics , trends and sentiments.

4.2 Build an engaged community

• Create content for your users. While you may certainly want to have higher number of view but that is not the only aim. You also want people to follow up. If you only think of having more view while producing video, you’ll ultimately end with very little. Instead, focus on creating meaningful content by asking yourself the following questions before creating any video: Will this content be relevant to my audience? Will the content be exciting? How will people respond after viewing the video?

• Consistently produce content. Quality videos can be created by many people but consistently producing quality videos is the real trick. Much like you do with your social media accounts and blogs, you need to invest in consistent content if you want to build an engaged community.

• Use a consistent theme. Consumers respond much better to consistency than they do to new material. They thrive on familiarity and enjoy things like recurring characters and themes. Creating videos around a consistent theme may help people become more comfortable with your brand.

4.3 Advertising

We have four different options: in-stream, in-slate, in-search and in-display. All of them have different purpose but all of them are more or less equally effective at different segments of users. Content can be displayed based on various parameters like contextual keywords, device type, demographics, interests etc. While YouTube advertising is best used in conjunction with a video strategy, you don\'t even have to have existing video content in order to advertise. All you need is an active account--making it ideal for brands that want to invest in YouTube marketing but don\'t have the creative team to produce consistent and engaging content.

Push Strategy

A push strategy places the product in front of the customer, via a form of advertisement, to make sure the consumer is aware of the existence of the product. This type of strategy works well for low value items and impulse buy items . The different ways a company can use a push strategy to increase awareness of a product include:

• At trade shows and showrooms, businesses can demonstrate the product\'s features to potential customers.

• Companies can encourage retailers to stock a product. Sometimes a company has to negotiate with a retailer to stock a specific item because retailers have limited store space and need to stock items they know will sell.

• Companies can create a supply chain so that retailers can obtain the product in sufficient quantities.

Push strategies work best for merchants that already have an established relationship with users. For example, cell phone providers proactively send (i.e. push) advertisements via text or MMS messages to mobile customers regarding promotions and upgrades. This permission-based marketing can be effective if personalized for the user based on personalized preferences, usage and buying behavior. However, push strategies are also effective for building demand for high-priced services (e.g., enterprise software) that are targeted to specific markets.

Pull Strategy

A pull strategy stimulates demand and motivates customers to actively seek out a specific product. It is aimed primarily at the end users. A strong and visible brand is needed to ensure the success of a pull strategy. The different ways a company can use a pull strategy to promote a brand include:

• Advertising strategies that include mass media promotion of a product

• Customer relationship management that makes existing customers aware of new products that will fill a specific need

• Referrals

• Sales promotions and discounts

Using these strategies will create a demand for the product. With that demand, retailers will be encouraged to seek out the product and stock it on their shelves. For instance, Apple successfully uses pull strategies to launch iPhones or iPads. Likewise, music has also fallen under pull strategies due to digitization and the emergence of social networking websites. Music platforms such as iTunes, Grooveshark and Spotify are reflective of the power shift from providers to consumers. Merchants must adapt their strategies to pull in demand, rather than push products--in this case, music--to consumers.

4.6  Virtual Reality as new form of communication

VR is rapidly transforming the way in which we communicate.  While it’s easy to assume that VR is a niche technology applying only to designers and gamers, it’s important to remember the secret to its success lies in the way in which it works as a communication device.  

This fantastic new form of communication makes VR a powerful medium across multiple industries and economies.  “Experiential marketing” is a term readily thrown around by anyone wanting to put a leg into the VR game.  As an experience platform, VR is king.  No other medium can rapidly transport a user into a visceral new world.  VR open doors and peels back the covers, it places us directly into spaces, emotions and ideas like never before.  

With this comes a lot of hype that’s fueled by the public experience and reaction to this technology. Savvy brands and advertisers right now have a unique opportunity in this Golden Era to occupy this space and utilize VR as a platform to elevate their brands and marketing efforts.

There are various reasons to support the paradigm that VR is the future of communication :

1) It\'s Impactful

We’ve conducted public VR demonstrations and walked literally thousands of people through our VR experiences.  Last year our company gave away almost 15,000 inexpensive mobile VR headsets.  95% of these people have heard of the technology but never tried it before. The experience generally blows their minds; they are able to literally walk through new constructions, fly over diamond mines or walk with elephants. VR makes a huge impact because the wow factor is extremely high.   

2) It\'s Memorable. 

You will never forget your first experience and for most of the general public this is your opportunity to associate your brand with that experience.   

3) It\'s Unique. 

Most people have never seen this kind of technology before.  You can see the lightbulb going off the moment that they understand how the technology works and how it can transform the ways in which we communicate.

4) It Elevates Brands 

VR gives us an opportunity as advertisers to associate any brand with technology.  VR is by nature a technological exercise but VR also provides access to worlds that might otherwise be inaccessible, including brands that may not celebrate technology i.e. from the inner workings of a diamond mine in Botswana or a multi million dollar penthouse in Vancouver to a patients journey through oncology in New York.

5) It Communicates 

No other medium will hold the user’s attention like VR.  Do I have your complete, undivided attention?  Are you seeing what I want you to see?  VR does all these things as a completely intimate and personal viewing experience.  You can not look away.  As content creators we are constantly learning new techniques to guide the user through the viewing experience by providing visual cues and sound effects that direct and guide the eye.

As viewing experiences we’re just starting to scratch the surface.  Already we’re seeing Virtual Reality Film Festivals that are celebrating the ways in which filmmakers and content producers can produce media specially designed to take advantage of the VR viewing experience. These new experiences are transforming media audiences from passive to consumers to fully engaged interactive users. We believe VR will continue to seamless integrate itself into our daily lives. As consumers we’re already accustomed to the ways in which technology has integrated itself into our daily lives.  VR is just simply an extension of this.  

5. References :

-  Practo website

https://www.practo.com/mumbai/hospital/le-nest-hospital- malad-west-1

-  LeNest Facebook page

https://www.facebook.com/lenest.in/

- Audacity

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