Local orthopedic group debuts nation’s first physician group TV network
WINTER PARK – Orlando has a brand new reason to be on the nation’s healthcare radar.
Local communication companies Bolder Media Group and Jewett Orthopaedic Clinic, PA, recently unveiled the first physician group TV network in the country.
In the waiting room of Jewett’s flagship Winter Park office, JOC-TV plays video profiles of Jewett physicians, giving patients the opportunity to learn more about their doctors before seeing them. It also features stories about patients who are thriving post-treatment at Jewett, along with updates on community events involving Jewett physicians, such as “The James C. Barnett Memorial Run” and “On the Bench with Dr. Craig Mintzer,” the official team physician for the Orlando Magic.
“We’re always looking for ways to improve our patient experience, and decided to start with the moment they enter our front doors,” said Jewett CEO Charles May. “As our patients wait to be seen by our team of physicians, we want to give them something that will inspire them and make them excited to return again and again.”
May called the simple, cost-effective and fun way to turn patients into fans “a gamechanger.”
“This project requires no additional staff on our end,” he said. “We anticipate this will quickly spread to other orthopedic groups around the nation.”
The 75-year-old practice has aggressively pursued advanced technology that will benefit its patients. Last May, Jewett and Bolder Media launched the nation’s first video-driven online platform for a physician group that integrates social networking tools, including Jewett’s Facebook and Twitter feeds.
“Since its founding more than 75 years ago, Jewett has constantly innovated in its field,” said Bolder Media CEO Marc Middleton. “This is the latest example of the practice’s desire to continue leading and to improve all aspects of the patient experience. We’ve also been waiting for technology to ‘catch up’ to this idea, which is something we first conceived when we partnered with Jewett a couple years ago.”
JOC-TV is expanding quickly to Jewett’s seven other offices, including its two walk-in clinics.
Jackie Carlin, director of online media for Bolder Media, said delivering content to a TV monitor in a doctor’s office isn’t novel, but delivering different versions of content to each monitor via the Internet in the form a custom programmed and branded TV network is new.
“We’re able to program custom content streams to each office instantaneously via the Internet, providing the ultimate in flexibility and scalability, while also allowing us to create a branded channel for every client” she said. “We can also interrupt JOC-TV programming to switch to regularly scheduled local news breaks and/or breaking news and weather reports.”
The cost to a physician practice for its own TV network may be less than $200 per month, said Middleton.
“A large practice that wants custom doctor profiles, patient stories, practice features, et cetera, can spend much more,” he said.
Updating the playlist is simple, quick and flexible, said Carlin.
“We launched JOC-TV with a two-hour programming loop that repeats throughout the day,” she said. “But now that we’ve proven its ability to run smoothly, we’re starting to customize the experience even further. For example, we can now highlight specific physicians on the days they’re seeing patients at that facility. In the coming weeks, we’ll also begin to drill down even further and program specific blocks of content based on different wings of the practice, such as the spine hall and the sports medicine hall. This allows the patients to see the content that directly relates to the reason for their visit.”
Middleton said Bolder Media has great plans for the JOC-TV model.
“We couldn’t ask for a better launch partner than Jewett,” he said. “We’re working with Jewett to refine the product first and then will partner with them to create a customizable national orthopedic network that will be offered to practices of all sizes all over the county. Each practice will have the option of adding as much or as little custom content to their channel as desired. A small practice may only want custom branding in between each piece of content. A larger practice may want custom doctor profiles, patient stories, editorial style features and more. There is a solution for every practice no matter how large or small. Also, every practice will have the ability to sell and insert their own ads. Together, we’re rewriting the rules of patient-doctor communications and plan to scale this project to other healthcare groups around the country.”