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New Report from Wainhouse Research Highlights Need for Growing Adoption of Streaming Video in Healthcare Industry

Report shows healthcare organizations that haven’t implemented video technology are less productive, have higher travel costs and are missing opportunities to connect with patients

MADISON, Wis. — August 24, 2017 — The constant rollout of new pharmaceutical programs, the heated debate about the Affordable Care Act and the shift toward digitization of patient records are contributing to rapid evolution that introduces the need for new tools to improve healthcare skills training and patient care.

A new report from Wainhouse Research, together with Sonic Foundry, Inc. (NASDAQ: SOFO), the trusted global leader for video creation and management solutions, reveals healthcare managers are embracing emerging technologies for more effective communications with their teams. The large majority — 89 percent — of healthcare managers surveyed rely on streaming video as an effective tool in their day-to-day communications.

The report, Prescribing New Solutions for Communications in Healthcare, is written by Wainhouse senior analysts Alan D. Greenberg and Steve Vonder Haar, and is based on results from a survey of healthcare executives on their deployment and perceptions of streaming technologies. The study reveals:

  • Of the 184 healthcare professionals surveyed by Wainhouse Research in the fourth quarter of 2016, three-quarters of respondents (75%) said they agree or strongly agree with the statement that “our organization should do more to capitalize on currently available video technologies to enhance communications.”
  • One of the factors driving increased investment in streaming video by healthcare organizations is that executives recognize that the technology works. Nearly nine out of 10 healthcare respondents (89%) surveyed by Wainhouse Research describe streaming video as an effective tool for communicating work-related information.
    • 11% may be ignoring an opportunity to enhance their organization’s ability to communicate work-related information.
  • In gauging the effectiveness of enterprise communications technologies, 59% of healthcare executives cite “productivity” and 54% cite cutting travel costs as key metrics.
    • This means that 41% of healthcare organizations may not recognize opportunities for improved productivity, and 46% of them may be overlooking ways to save money on travel costs.

“This is an industry in which organizations are busy communicating and training to address the change taking place in a compliance-oriented environment,” Greenberg said. “The magic of streaming and webcasting solutions is that they blend content capture tools with delivery systems to deliver training and events, real-time and on-demand. The improvements possible in both training and organizational processes impact the entire healthcare delivery ecosystem, leading to healthcare workers who are better educated about the latest research, regulations, products, and procedures.  This is essential in today’s highly-charged, rapidly evolving healthcare industry, and patients ultimately are the beneficiaries because they receive better care.”

In addition, the report examines how online video has significantly impacted organizational training and services at five U.S. healthcare organizations.

Greenberg and Vonder Haar will release the report and present their findings in a free webinar at 1:00 p.m. Central on August 24. Register for Prescribing New Solutions for Video in Healthcare and get the full report at

The report reveals that healthcare organizations are discovering that streaming technologies enhance efficiencies and help them better serve their stakeholders. The authors highlight the following five use cases in which streaming video improves productivity and clinical care:
  • Enabling Quality, Cost-Effective Training and Onboarding: GE Healthcare uses streaming video for training on its Invenia Automated Breast Ultrasound System. Through a blended learning program consisting of peer-to-peer live virtual training with on-demand training, GE employees and physicians who use the product in hospitals around the world can time-shift and eliminate travel costs. Plus, managers can track viewer progress and certificates of completion.
  • Communicating with a Geographically Dispersed Workforce: St. Vincent – Evansville, part of the largest nonprofit health system in the U.S., Ascension, owns a satellite hospital in Indiana and delivers services through more than 75 satellite clinics and physician offices. Since 2007, it has used streaming video to create cohesion with its employees scattered around the country. Primary applications include grand rounds, continuing medical education, town hall meetings and leadership outreach.
  • Educating the Public on New Health Policies: Michigan Public Health Institute uses streaming video to promote health and well-being in Michigan and reports better patient care, reduced travel and a personal touch. MPHI partners with state agencies to help them implement their healthcare programs and policies, and records informational monthly webcasts.
  • Understanding Demand for Services: Advocacy & Benefits Counseling for Health (ABC for Health), a nonprofit law firm, creates educational webcasts to keep Wisconsin families informed about healthcare reform. Topics include BadgerCare Plus, Medicaid, Medicare and The Affordable Care Act to name a few. The firm continuously updates its free online video library with informational videos for just-in-time delivery of information without the travel.
  • Improving Productivity of Clinical Care: Marshfield Clinic Health System records staff trainings, continuing medical education and grand rounds. There are more than 1,200 educational and training videos for practicing and retired physicians, staff and allied health providers in its video library.

“Hospitals, medical schools and health associations are increasingly turning to Sonic Foundry’s Mediasite Video Platform for just-in-time training, allowing professionals and their patients to watch educational videos when and where it’s most convenient,” said Rob Lipps, executive vice president, Sonic Foundry. “It’s inspiring to see the enthusiasm and trust these healthcare executives and their staff have for the value of streaming video, and we’ll continue to provide an unmatched video creation and management platform to produce the most secure and engaging video in the industry.”

Survey Methodology
The report draws upon a survey of 184 healthcare industry executives conducted in the fourth quarter of 2016 to gauge their use, deployment, and perceptions of streaming technologies.About Wainhouse Research
Wainhouse Research,, is an independent analyst firm that focuses on critical issues in Unified Communications and Collaboration (UC&C) and collaborative educational technologies, including learning, talent, and education markets. The company conducts custom research studies, consults with end users on key implementation issues, publishes white papers and market statistics, and delivers public and private seminars as well as speaker presentations at industry group meetings.

About Sonic Foundry®, Inc.

Founded in 1991 and headquartered in Madison, Wis., Sonic Foundry (OTC: SOFO) is dedicated to transforming how the world works and learns through innovative and scalable technology solutions. Sonic Foundry’s brands include Vidable® and Global Learning Exchange® which help unlock a smarter, more connected world for learners, workers, and entrepreneurs everywhere. For more information visit


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