Viral videos in healthcare: 5 must-read stories from MedCity News this week

What’s the secret sauce in making a video viral? Plus, a doctor’s metamorphosis into telemedicine proponent, a showing of the pharmaceutical companies using digital health strategies for clinical trials, and much more.


Why do some healthcare-related videos go viral? How did the Ice Bucket Challenge overtake society last summer – and why did this week’s YouTube tutorial in which a pediatrician soothes a crying baby with a simple holding technique generation many millions of views?

And why do many attempts at viral videos fly under the radar?

Creating a viral video involves a mix of authenticity, presenting useful content in quick and easy-to-digest manner, and often, simply being fun.

In a particularly lively MedHeads this week, we discussed this topic and many more issues related to #hcsm, or healthcare social media. We were joined by healthcare social media guru Mandi Bishop, the Health Plan Analytics Innovation Practice Lead at Dell, and Kate Eidam, director of marketing solutions for Breaking Media (the parent company of MedCity News) and our own reporter Nicole Oran.

Watch the archived video above, and also check out five important stories we covered this week – the first of which being the center of our MedHeads discussion:

1. Why did a video of a pediatrician showing how to calm a crying baby go viral so fast?

A recently highly viewed video was of a pediatrician, Dr. Robert Hamilton, demonstrating how to calm a crying baby with a particular holding technique.

Healthcare social media professional and Pulse + Signal founder Andre Blackman offered some insights into why this, among many other videos that are being shared, has made an exceptional impact.

2. These pharma and digital health collaborations are poised to transform clinical trials

Propeller Health added a second big pharma partner with its GlaxoSmithKlineresearch and development deal to produce sensors for the company’s Ellipta dry powder inhaler, according to a company statement.

It is the latest in a series of pharma and digital health collaborations that have the potential to not only improve monitoring between routine checkups, but also transform clinical trials by making them more economical to carry out on a large scale.

Here are a few more pharma and digital health collaborations.

3. I’m a doctor and I’m coming around (in most cases) on telehealth

Physicians speak with patients every day on the phone for a variety of reasons.   Our practice now uses a portal system, giving patients access to some of their medical data and to us.  Although I was resistant to having e-mail communications with patients, I have come to appreciate the advantages.


4. Startup Catalyze wants to streamline EHR integration with apps

There’s a new entry in the race to help healthcare organizations integrate third-party apps into electronic health records in the name of interoperability. This one, from Catalyze, a Madison, Wisconsin-based provider of cloud services for secure healthcare data transmission, focuses on making it easier for digital health startups to connect to large EHR installations.


5. Updated Meaningful Use rules maintain focus on transitions of care

The Centers for Medicare & Medicaid Services (CMS) recently released the latest rules for Meaningful Use Stage 3 (MU3). In these updated rules, CMS restructured the program to open MU3 to different solution vendors. The updated rules also allow the program to include providers such as skilled nursing facilities, inpatient rehabilitation facilities and home health agencies.