HOW VITAS HEALTHCARE STREAMS THE IMPACT OF HOSPICE

bc_campaign_editor_4 on December 9, 2024

VITAS Healthcare is the largest single-source provider of end-of-life care in the U.S., with over 10,000 professionals caring for more than 19,000 patients daily. Their mission is to preserve the quality of life for those who have a limited time to live by delivering the highest quality hospice and palliative care services.

VITAS uses streaming video to advise their patients, train their employees, and to create that all-important human connection. Healthcare is about connection—the human touch—and this hospice provider has found that the right story delivered through video can bring you even closer.

REMINDING RECRUITS ABOUT THE MISSION OF HOSPICE

For a company like VITAS, recruitment is more than just filling open positions. Recruiting means educating, inspiring, and reminding medical professionals why they entered the field in the first place.

“Lots of people who go into healthcare, they go in for the excitement of it,” says Ron Sas, Senior Creative Director at VITAS. “But as they go through school and understand what hospice is, they always say, ‘This is somewhere where I’d like to be at some point in my career, just not now.’”

We want to make sure our staff are being productive. With Brightcove, we’re able to do that.

RON SAS

SENIOR CREATIVE DIRECTOR AT VITAS

This makes it crucial for VITAS to add an authentic human element to their videos. “We’re able to tell very passionate stories of our healthcare professionals working with patients, working with families, working with each other, and working through that team that VITAS supports in that environment.”

Videos produced by VITAS showcase the contrast between working in hospice and other areas of the healthcare industry. For example, hospital RNs may see more than 20 patients a day for 10–15 minutes at a time. But a VITAS RN can spend over an hour of more meaningful time with each of the five patients they attend to daily. These types of videos paint a vivid picture of how VITAS employees fulfill more of that passion that got them into healthcare to begin with.

“If we are able to tell that story correctly, that affects not only professionals, it helps tell that story to everybody that comes across it—to really understand what hospice is.”

EDUCATING REFERRALS ABOUT THE MEANING OF HOSPICE

Healthcare community referrals are a key part of VITAS’s business. However, they’re often faced with common misconceptions surrounding hospice care from physician practices, hospital groups, and other organizations. Through video, they can tell the true story of end-of-life care, that it’s never about giving up on a patient. It’s refocusing care that aligns with patients’ goals and wishes. It’s a quality-of-life benefit.

An intriguing approach that VITAS uses is a human-centric perspective. Whether patient, family, or a healthcare professional, they see everyone as sympathetic individuals looking out for the best interest of their loved ones. Each video starts with one simple question: “How would a human look at this?” This helps the videos be much more relatable and resonant as they uncover exactly what it is the viewer would identify with.

INSPIRING THE PUBLIC WITH THE POWER OF HOSPICE

Each year, the video team at VITAS is able to collectively pick a cause that is deeply personal and important for them to work on. These “passion projects” help better serve their communities while also allowing employees to give back in ways that truly make a difference.

In 2022, they focused their passion project specifically on Vietnam veterans, though veterans in general have always been a uniquely special community for VITAS. In fact, they have a saying that “Every Day Is Veterans Day,” which serves as a reflection of their unwavering commitment to veteran care.

Given VITAS’s passion for veterans and their position as an industry leader, this project brought a sense of responsibility. The public needed more education about known challenges like PTSD and Agent Orange exposure, as well as often overlooked issues like moral injury.

The resulting video captured the essence of their mission while serving as an educational tool and spreading awareness about the challenges faced by today’s oldest veteran population. They’ve leveraged it in a number of ways, including social media snippets driving viewers to their website to learn more about their care and commitment to veterans.

EMPOWERING TEAMS WITH VIDEOS ABOUT HOSPICE

To make their content available to various teams and employees, VITAS relies on Brightcove’s award-winning streaming technology. “Brightcove gives us a lot of control,” notes Sas. “In the past, we didn’t have control of our videos or what our teams and staff were doing.”

Through Brightcove Gallery with SSO (single sign-on) enabled, VITAS employees are able to easily log in, find the videos they need, and even request them for presentations. More importantly, they can do this no matter where they are. Whether in patients’ homes, hospitals, nursing homes, senior living communities, or a VITAS inpatient hospice unit, they can access the content and share it using their phones or tablets.

Hospice is a community where maintaining the human connection is at the heart of the service provided. Empowering teams with video is helping VITAS make those connections wherever they’re needed. “We want to make sure our staff are being productive. With Brightcove, we’re able to do that.”

HOW CFA INSTITUTE MORE THAN TRIPLED ENGAGEMENT

bc_campaign_editor_4 on December 6, 2024

SOCIAL AND LIVE STREAM VIDEO BOOST MEMBERSHIP, BRAND AWARENESS

CFA Institute is the world’s premier association of investment management professionals. This non-profit, membership organization is the official administrator of the Chartered Financial Analyst® Program. In order to be awarded the CFA charter, one of the most recognized and respected financial designations, candidates must pass a series of three exams, complete a work experience requirement, and annually attest to adherence to professional conduct guidelines. It’s also one of the hardest financial designations to receive—typically, only about one-fifth of program candidates earn the CFA designation.

Historically, CFA Institute dedicated its marketing resources toward current and future members, deriving its revenue primarily from membership and exam fees. Past CFA Institute marketing communications, such as emails, direct mailings, and printed flyers, focused on providing educational content for members. However, a shift in marketing strategy led the organization to develop a broader approach to increase awareness of its overall mission: to promote the highest standards of ethics, education, and professional excellence in the investment industry for the betterment of society.

CFA Institute turned to Brightcove to help achieve these new marketing goals. Using video as a core marketing tool, the organization hoped to target not just existing CFA Institute members and candidates, but also institutional and individual investors, all in the pursuit of establishing higher standards within the investment industry.

“The idea was to build awareness of the organization’s high standards and promote how CFA Institute and its members both embody these values and help deliver improved outcomes for membership and the broader society,” says Mitchell Forst, CFA Institute global video production manager. “By calling on the investment industry as a whole to measure up to these same high standards, we can build greater trust and market integrity, which will benefit everyone.”

LOCALIZED VIDEO MARKETING CAMPAIGN BOOSTS GLOBAL AWARENESS

We’ve learned a lot about engagement. It’s definitely higher than it was five years ago, and we attribute that to the better content we’ve been able to create using Brightcove. Brightcove has all the tools we need, and it’s a great choice for any size organization, large or small.

MITCHELL FORST

CFA INSTITUTE GLOBAL VIDEO PRODUCTION MANAGER

To transform its overall marketing strategy, CFA Institute collaborated with Brightcove to deliver better, more broadly-targeted brand awareness video campaigns. And while the organization continued producing educational video content for its membership base, the organization decided to allocate a majority of its video spend toward worldwide thought leadership efforts.

CFA Institute debuted its most extensive video awareness campaign, “Let’s Measure Up,” a multi-million dollar, multi-year initiative to raise awareness among financial services audiences. Hosted on, and distributed through, Brightcove’s Video Marketing Suite, the global campaign profiled some of the organization’s charterholders who have “measured up” by going above and beyond. The campaign ran in all 73 CFA Institute markets in which charterholders reside, including Europe, Africa, the Middle East, Asia Pacific, and the Americas. Through Brightcove’s global delivery platform, campaign producers were able to track engagement and web traffic from around the world. After seeing upticks in viewership in the Asia-Pacific and Latin American regions, the CFA Institute video team coordinated with those local offices to produce location-specific campaigns, complete with subtitles and culturally relevant content.

“One of the things we really appreciate about Brightcove is its ability to let us see who’s watching, where people are dropping off, and what works better in certain markets,” says Forst.

Since the organization’s introduction of localized video marketing, there’s been a tremendous growth in interest from the Asia-Pacific and Latin American regions. One of the reasons, Forst says, is video: “Video has played a big part of the growing interest in these local communities, especially among the younger, more tech-savvy demographic. They’re more inclined to be on social media and watch videos. And this new marketing effort has benefited the organization in many ways, including record-setting exam registrations and rapidly growing levels of top of mind awareness.” Currently, CFA Institute is working to create more localized video content for each of its regional markets, using Brightcove to support distribution.

CFA INSTITUTE TRIPLES ENGAGEMENT SCORE USING BRIGHTCOVE ANALYTICS

Among Brightcove’s capabilities, its analytics functionality and analytics API have proven most significant for CFA Institute. With analytics providing Forst and his video team precise data to measure video marketing efforts, they’ve developed a far better understanding of what aspects of video drive results. For instance, they’ve learned to keep a close eye on drop-off rates to determine ideal video lengths. And they’ve been able to identify key engagement-driving factors.

“We’ve learned to target our email and video campaigns toward different audiences at specific times of the day,” says Forst. “We’ve also been able to make much more informed decisions about the types of video our audience will be receptive to, with respect to content, length, and format. That was a big learning for us.”

One example that showcases Brightcove analytics’ tremendous value is in the video, “What to Expect on Exam Day.” Part of the organization’s exam preparation series, the video explains what candidates need to bring and what they shouldn’t forget on the day of their exam. It was the first opportunity for CFA Institute to put the full extent of Brightcove analytics to work and, according to Forst, results proved just how critical the analytical data was to the video production process.

“Our first attempt at the video was disappointing. The analytics showed it was way too long, and people dropped off because it wasn’t engaging.”

But the analytics also uncovered that the video attracted increased views and engagement in the run up to exams. Considering these factors, Forst and his team went back to the drawing board and recreated a far more effective version of the same video. They reshot it with a professional actress and shortened it. They also decided to release it twice a year, close to exam days, to maximize peak watching periods. “It turned out a lot better,” Forst says. “And it’s now one of our most popular videos.”

In 2017, “What To Expect on Exam Day” drew 53,000 views and a 71 engagement score—that’s more than three times its previous score of 20. And out of 4,000+ CFA Institute video assets, it’s one of the highest ranked videos for engagement.

ANNUAL CONFERENCE DRAWS 20K LIVE STREAM AND SOCIAL MEDIA VIEWS

CFA Institute also employs live stream video and social media marketing to increase views and engagement. For large-scale events, such as internal meetings, conferences, and outreach programs, the organization delivers live stream footage to its Brightcove Gallery Live page, giving off-site participants the chance to watch from their personal computers and mobile devices. Using Brightcove Social, CFA Institute posts the live content simultaneously to its Twitter, Weibo, and LinkedIn accounts. And after any live event, footage is cut down to smaller VOD clips, which are then posted to the group’s very active social network. Among its growing number of live stream video events, the organization’s annual conference and Research Challenge rank as most popular. Last year’s Research Challenge attracted over 10,000 live views across all distribution channels, while 2017’s annual conference drew over 20,000 views from live and VOD content combined.

Thanks to Brightcove Social, Forst says video distribution has become much more efficient, which he believes has impacted audience reach: “Through the social tool, we’re able to make clips rapidly. It also allows people in the organization to self-serve and find clips themselves, which saves us a lot of time and expense. I think we’re reaching new viewers just by being able to make those clips available faster to audiences on social media.”

He continues: “We’ve learned a lot about engagement. It’s definitely higher than it was five years ago, and we attribute that to the better content we’ve been able to create using Brightcove. Brightcove has all the tools we need, and it’s a great choice for any size organization, large or small.”

HOW THE CTA LIVE STREAMED MORE THAN 90 SESSIONS AT THE CES

bc_campaign_editor_4 on December 6, 2024

The Consumer Technology Association (CTA)™ is the trade association representing the U.S. consumer technology industry. Approximately 2,200 companies enjoy the benefits of its membership, which include policy advocacy, market research, technical education, industry promotion, standards development, and the fostering of business and strategic relationships.

CTA also owns and produces owns and produces CES® — the world’s gathering place for all who thrive on the business of consumer technologies. CTA uses video content to enhance value for CES attendees, expand its reach to those unable to attend in person, and increase media coverage.

LACKLUSTER UX, DISJOINTED TECHNOLOGY POSED CHALLENGES FOR CES LIVE STREAM

CTA coordinates and manages a live stream of CES, which is ungated and free to public viewers, and typically only live streams about one-third of the conference program. CTA noticed three specific challenges stemming from its live stream efforts, affecting not only its audiences’ overall viewing experience, but also its handling of archives and asset management.

The first challenge was the end-user platform, which was not designed for livestreaming many concurrent sessions and didn’t allow for customization of visual elements to create a branded experience. Similarly, CTA’s video archives were hosted on a different platform from where they were broadcast, which was another challenge.

By having archives immediately available in the Brightcove media library, we’re able to do live clipping for social and leverage those videos for marketing and promotional purposes, as well as advance CTA’s thought leadership capabilities.

ALICIA GOODMAN

SENIOR DIGITAL CONTENT MANAGER

“Archiving turned out to be problematic,” says Alicia Goodman, Senior Digital Content Manager for CTA. Goodman and her web team struggled with how to pass large files and get them cleaned and posted within a short period of time.

As a result, some archives weren’t posted for weeks after the show. And because archived content was hosted on two separate platforms, the live streaming platform and the video hosting platform, viewers didn’t have a single clear place to watch or browse.

The third challenge, according to Goodman, was that data and analytics were minimal and didn’t offer the insights they needed. “We couldn’t distinguish between a live view and an archival view,” she says. And because CTA’s archives were stored across two platforms, it wasn’t possible to view aggregated data.

BRIGHTCOVE GALLERY HELPS DRAW OVER 250K VIEWS, 2K UNIQUE VISITORS

Goodman and her team identified the resources they needed to mitigate these challenges for future CES live streams. For the conference’s external audience, they determined that the imperatives to enhancing the user experience were a high-quality live stream, up-to-date live stream programming, access to live stream recordings, a schedule of live stream events, and search options. For its internal audience, CTA would need to give partners and presenters the ability to download live stream archives, as a record of their participation or for promotion.

Upon reviewing these needs, Goodman decided to create a separate portal within the CES website, using Brightcove Gallery, and designed a “streaming now” playlist, a video collection of each stage’s sessions, and placeholder images for each streamed event that included basic session information (title, date, and time of session) at a glance. And with Brightcove’s Video Cloud platform, Goodman and her team could now host archival footage in a single location and capture accurate video data with Brightcove’s analytics API. For internal use, Goodman also created a handful of password-protected, download-enabled Brightcove Gallery sites, allowing partners and conference speakers to download their sessions after presenting.

GALLERY-POWERED WEB PORTAL HOSTS 90+ LIVE STREAM SESSIONS

For CES 2018, CTA rolled out the newly enhanced, Brightcove-powered web portal, which hosted more than 90 live streamed sessions across seven stages, including the keynote addresses. Prior to the event, CTA promoted the live stream via social media and email, while CES partners shared links and embedded the Brightcove Player on their respective sites and channels. And with the help of the Brightcove platform, Goodman was able to move CTA’s entire video library and execute six days’ worth of live stream sessions in just two months’ time.

“We couldn’t have been more excited with the speed at which we were able to onboard our staff and transition our library,” she says. “Having the Gallery as an out-of-the-box option, where we didn’t have to involve our development team in that transition, was a huge help in terms of time. But it also meant we didn’t have to spend a lot of time on QA or troubleshoot any technical problems on our own.”

In addition, Goodman relied on Brightcove’s Live Support team to make sure keynote live streams didn’t experience any issues or outages, ensuring CES audiences top-quality live viewing.

“That really gave us peace of mind to have someone available to answer questions and troubleshoot if we did have any problems during these high-visibility events,” she says.

CES 2018 DRAWS HUNDREDS OF THOUSANDS OF VIEWS, EXPANDS AUDIENCE

Following the show, CTA’s web team was able to access accurate, aggregated viewing. In total, Goodman recorded hundreds of thousands view of live and archived video.

“We were also able to verify that people who weren’t event attendees watched the live stream,” Goodman says.

More important, CTA now has a single-location asset library where VOD clips of live stream footage can be housed and subsequently repurposed for future digital marketing campaigns.

HOW SEEK CREATED MORE HUMAN CONNECTION FOR JOB SEEKERS

bc_campaign_editor_4 on December 6, 2024

VIDEO DOES THE JOB FOR SEEK

As the #1 employment marketplace in Australia, SEEK strengthened its brand presence by using Brightcove Gallery to create a library of easily accessible video content. This content engages millions of Australians visiting SEEK each week and speaks to the mindset of both job applicants and hirers.

200+ VIDEOS available on SEEK, always evolving to address different audience needs

6 CATEGORIES of SEEK videos focusing on candidates, employers, volunteers and more

20,000 views in just 2 days of SEEK social video “What Recruiters Really Think”

74% view rate for ‘WorkaLOLics’ playful video series

55% higher brand impact of video for SEEK, compared to other mediums

SEEK, the largest and most-established online jobs board in Australia, has a mission and purpose that is defined by two pillars: Help people live more fulfilled and productive working lives, and help organizations succeed. These two pillars help SEEK go far beyond employment listings to provide depth and substance to the millions of Australians who visit SEEK each week. From career advice and inspiration to guidance for small businesses, SEEK continually expands its content and resources as it remains the number one employment marketplace in Australia.

VIDEO BUILDS A STRONGER BRAND CONNECTION

SEEK knew that it had to become more than just a job posting site. “We were very rational and transactional,” said Pip Duncan, Head of Production at SEEK. “It was important to evolve our brand to be more than a jobs board, and create a destination for candidates and hirers to visit for tools and resources on every step of their career journey.” Early on, SEEK began this transformation with a variety of instructional how-to videos for job seekers, but soon realized these were not engaging their intended audience. The reason? Job seeking is private for most people, and they won’t watch those kinds of videos at the office, or share them with other people. So SEEK knew it had to change course, creating videos that were more accessible, more relevant, and more interesting to a broader audience. “We shifted from functional to emotional,” said Duncan. “Telling great stories in a beautiful way is one of the most important attributes of video.” These stories, an evolving collection of 200+ videos, are powered by Brightcove’®s Video Marketing Suite™ and Brightcove Gallery™.

CREATING A MORE HUMAN CONNECTION

As SEEK began exploring a more impactful way to connect with job seekers, it created a video series focused on SEEK Volunteer, their initiative that connected people with worthy organizations. These videos, tapping into human emotions and a sense of purpose, paved the way for new video approaches covering topics such as career advice, creating a SEEK Profile, buying a business, hiring insights and trends, and a multi-episode series called “Dream Jobs” which ran on National TV networks. These were all forming a connection that brought SEEK closer to both applicants and employer. For example, instead of reading an article about dealing with mental health and work during the COVID 19 crisis, viewers could tune in to watch resident SEEK psychologist Sabina Read speak right to camera, addressing this issue with care and concern. Or, instead of wondering if a mid-career change was worth it–or even possible–viewers could watch “Dream Jobs” and see actual people go through the process of switching careers, complete with the highs and lows that showed the reality of this life-changing event.

DON’T MICROWAVE THE FISH

ENGAGE KEY PROSPECTS AT EVERY STAGE OF THEIR JOURNEY

DOWNLOAD THE GUIDE

Video has also played a big role in helping SEEK position itself as approachable and fun, which sets just the right tone considering the inherent stress level of the hiring process. “We don’t take ourselves too seriously,” said Duncan. “Video allows us to bring in more humor to complement the editorial.” This can be seen in “WorkaLOLics,” a series of playful videos that spoof common workplace concerns including the rogues employee who re-heats fish in the company’s microwave. These join the site’s library of over 200+ videos which were all seamlessly consolidated with the help of Brightcove Gallery. “ Brightcove Gallery came at a fantastic time for us. We had a lot of video assets that lived in a lot of different places. Brightcove Gallery gave us a beautiful place to showcase our videos, instead of living on someone else’s platform. That was a turning point for us.” Adds Duncan, “I am constantly updating the videos on the home page of the portal using the Hero and Featured videos playlists. This allows us to be current with information on our website and makes it feel fresh and interesting.”

The Brightcove Player is templated and very easy to use from a back-end perspective. It has really good analytics. I can jump in, move things around, change them up. We’ve been really happy with it.

PIP DUNCAN

HEAD OF PRODUCTION, SEEK

This partnership with Brightcove enabled SEEK to better manage the end user experience with options to curate videos, create playlists, and boost engagement through autoplay functions, resulting in more control of the SEEK brand experience.

No matter what changes may arrive for the employment market, SEEK’s leadership in this industry will continue as it demonstrates its innate ability to tap into the emotional needs and mindset of both job seekers and hirers. Knowing that the power of video makes this human connection come alive, SEEK looks forward to further collaborating with Brightcove on its mission of fulfilling lives and fostering career success.

In particular, the Sales and Service team love Brightcove Gallery because they can now send their clients to a beautiful SEEK video portal, instead of some huge, public video site where it’s impossible to control your brand.

PIP DUNCAN
HEAD OF PRODUCTION, SEEK

HOW CTCA DELIVERS VIDEO TO CANCER PATIENTS NATIONWIDE

bc_campaign_editor_4 on December 5, 2024

A cancer diagnosis can provoke difficult questions: “Why me?” “What about my family?” “What do I do now?”

The mission of Cancer Treatment Centers of America® (CTCA), now City of Hope®, is to help answer this last question by providing personalized, patient-centered cancer care. CTCA is focused on treating and caring for cancer patients, with comprehensive cancer treatment centers and outpatient care centers located in the greater Atlanta, Chicago, and Phoenix areas.

USING DIGITAL VIDEO FOR CANCER EDUCATION

An important part of CTCA’s mission is education. “The goal is to empower and inspire viewers so they don’t feel alone after receiving a cancer diagnosis,” explained Michael E. Harkins, Head of Production at CTCA. “And we’ve found web pages with videos can outperform pages without videos by up to three times.”

But using video meant the playback and viewing experience had to be seamless. “The viewer is already experiencing a tremendous amount of friction in their life,” said Harkins. “My goal is to help remove some of that friction by providing the best-in-class video experience in healthcare and specifically in oncology.”

DEALING WITH DISTRIBUTION

Brightcove really is the engine that powers our online video distribution strategy. It’s a great partnership.

MICHAEL HARKINS

HEAD OF PRODUCTION AT CTCA

CTCA faced several challenges in realizing their video goals. Internally, the publishing process was not streamlined. Videos had to be published across several sites and social channels, but fractured and redundant distribution workflows consumed time and bandwidth.

“Distribution is important because it doesn’t matter how great the content is if it doesn’t get out there,” explained Harkins. “We have 44 cancer sections on our site, and sometimes we want the same video in every section, because each visitor has a different cancer journey.”

CTCA also needed a way to organize its extensive advertising media library, which Harkins calls “one of our most valuable IP resources.”

MANAGING MISINFORMATION

Another challenge came from using YouTube as a distribution channel.

As a healthcare provider, CTCA has to ensure the information they share is up to date and medically accurate. However, the videos YouTube was recommending alongside their videos would sometimes contain misinformation or lack medical credibility.

“We can’t have information popping up that isn’t vetted by us,” remarked Harkins. “Not only is it problematic from a healthcare information standpoint, it creates a poor user experience and reflects poorly on us as a healthcare provider.”

TAKING THE FRICTION OUT OF DIGITAL VIDEO

In order to streamline distribution and improve the user experience, CTCA needed a centralized video solution. They needed a single platform where they could publish videos across multiple destinations, monitor performance and engagement, define the user experience, and have an easily accessible advertising media library.

Integrating Brightcove into CTCA’s workflow made multi-channel distribution seamless. Publishing the videos to the correct destinations required a network of connectivities, including CMS plugins and social media integration—not to mention the need for video transcription and closed captioning for ADA compliance.

“It saves us at least 15 hours of work per week,” Harkins estimates. “Brightcove not only powers the videos on our website and other web properties, it’s also how we distribute videos on our YouTube channel.” And while YouTube is a key part of their video distribution strategy, it doesn’t have everything CTCA needs to host videos on their site.

Through Brightcove, CTCA was able to craft the user experience they wanted for their viewers. They created custom video players with branded colors and styling, custom playback, controls, as well as end screens. “This level of customization and control simply isn’t possible through YouTube,” said Harkins.

Analytics were also key to improving the user experience. Through native integrations, CTCA could enable event tracking to see Brightcove player data in Google Analytics 360. Within the Brightcove platform, CTCA could also see how videos were performing individually and as a whole.

This helped the team create tailored experiences for users on different cancer journeys. “We have multiple versions of the same video because we have multiple cancer sections. Each experience is tailored to the folks that are looking for information about a specific type of cancer or treatment option,” explains Harkins.

CTCA now delivers best-in-class topical information that drives viewers back to their site, while still emulating the familiar YouTube experience. For Harkins, accommodating viewer preferences was key: “We wanted to emulate the way our viewers are used to engaging with video.”

VALUABLE ASSETS BECOMES ACCESSIBLE TO ALL

Meanwhile, the advertising media library came to life in partnership with Brightcove Global Services.

Creative agencies had previously housed most of CTCA’s advertising assets. While CTCA stored some assets locally, advertising assets were not easily accessible outside of their internal video team. “We needed a way to easily house, catalog, search, view, and share all our advertising creative, while still tracking distribution and video metadata,” said Harkins.

To achieve his vision, Brightcove Global Services created a team to build the ad portal. Consisting of a project manager, a technical lead, a UX designer, a business analyst, a QA engineer, and developers, this team would meet with Harkins weekly to share updates and feedback. Instead of taking months to complete, the custom development took mere weeks.

Thanks to Brightcove’s advanced tagging functions, Harkins’ team is able to tag and sort all their advertising assets and are confident they will be stored in the right place. “A lot of agencies have these kinds of ad portals where they manage their client’s assets. But I would be willing to put ours up there against any of them,” said Harkins.

“Brightcove really is the engine that powers our online video distribution strategy,” concluded Harkins. “It’s a great partnership, and we continue to look for new ways to improve our online video experience for cancer patients.”

HOW BARROW NEUROLOGICAL INSTITUTE DREW OVER 40,000 VIEWS

bc_campaign_editor_4 on December 4, 2024

PREMIER NEUROLOGICAL INSTITUTE USES VIDEO TO ATTRACT PATIENTS, RESEARCHERS, RESIDENTS

Barrow Neurological Institute is one of the world’s premier destinations for neurosurgery and neurology. Located in Phoenix, Arizona, the institute combines state-of-the-art treatment with exceptional educational opportunity, establishing itself as a first-class facility for patients, scientists, researchers, and clinicians. Its core philosophy is simple: Accept challenges. Reject norms. Push boundaries.

One thing that distinguishes Barrow from all other teaching hospitals in the U.S. is its claim to the country’s largest neurosurgery residency program. Its seven-year program has produced some of the brightest and most innovative neurosurgeons in the world, including directors of many distinguished academic neurosurgical departments. This philosophy of excellence ultimately translates to unparalleled care for all patients requiring neurological and neurosurgical expertise.

To extend awareness and help grow the institute’s already well-established brand, Barrow turned to video as a way to draw patients, researchers, and residents to its facility. In 2013, Barrow partnered with Brightcove to elevate its video marketing initiatives and create more impactful digital messaging for those three core audiences.

Since putting the Brightcove platform to work, Barrow now distributes video efficiently across its website and social media channels. It’s also incorporated live stream neurosurgeries into its video marketing repertoire. Barrow recently live streamed an acoustic neuroma surgery to over 40,000 viewers, which then helped increase traffic to its website and improve overall SEO ranking. And with the added benefit of Brightcove’s analytics providing valuable insight into viewing behavior, Barrow’s digital team can now implement best video practices, optimize video content, and command viewership across target audiences.

STORY-DRIVEN VIDEO WINS AUDIENCES

If you’re dealing with website marketing, the thing you’re looking for to make your life a bit easier is a bulletproof content management system. Brightcove was the bulletproof CMS for our video content.

ANDREW WACHTEL

DIGITAL MARKETING AND STRATEGY ANALYST

Before partnering with Brightcove, Barrow’s digital team focused on distributing high quality, low quantity assets via video billboards, TV ads, and YouTube. But Andrew Wachtel, Barrow’s Digital Marketing and Strategy Analyst, realized these efforts were too few and far between to generate the level of brand awareness the institute was looking to achieve. From a branding standpoint, YouTube was particularly problematic. With YouTube, Barrow lacked total control over the user experience, and it bombarded viewers with unrelated or irrelevant content, which often prevented audiences from migrating to the Barrow website.

Wachtel refocused Barrow’s efforts on creating a branded video site to gain complete control of the user experience. Zeroing in on video storytelling as a way to promote the Barrow name, he pushed for shorter, high-quality, narrative-driven video content that would attract top medical students to Barrow’s residency programs and help spread the word about the hospital’s life saving treatments.

The first project under this new direction was Barrow’s “50 Years, 50 Faces,” a 50th anniversary tribute to the hospital. Wachtel’s digital team produced 50 individual story-driven video vignettes, each highlighting a Barrow staff member, and they released one per week throughout the year. With this new strategy, the team saw how much more audiences engaged with the shortened, story-focused content.

“Our emphasis became more of doing something quickly, timely, and relevant, as opposed to spending a lot of time and money on only two or three videos a year,” says Wachtel.

BARROW CHOOSES BRIGHTCOVE TO EXECUTE REFINED VIDEO STRATEGY AND DRAW TARGET AUDIENCES

After implementing Barrow’s new video strategy, Wachtel realized he needed a powerful video solution capable of managing and distributing Barrow’s increasing collection of branded video content while providing technology necessary for live stream distribution. As it turned out, Brightcove was just the platform.

With Brightcove’s flexible video ecosystem and partner integrations, Wachtel and his team were able to easily merge Barrow’s content management system with the video platform, thereby creating an all-in-one solution for managing and distributing assets across the Barrow website.

“If you’re dealing with website marketing, the thing you’re looking for to make your life a bit easier is a bulletproof content management system,” says Wachtel. “Brightcove was the bulletproof CMS for our video content.”

ROI ANALYTICS ARE KEY TO IMPROVING BARROW'S VIDEO MARKETING INITIATIVES AND PROVIDING ROI

Wachtel also says Brightcove’s analytics have proven critical in establishing best use practices for video content, especially in regards to social media.

“Looking over the data, we know video on Facebook and all the other social platforms really helps,” he says. “Video, over other forms of content, tends to perform much better on those platforms.”

Video analytics have also become a vital asset in determining effective use of video within the Barrow site itself. Using Brightcove analytics to review video performance data Wachtel was able to see just how precisely video content could be modified in order to provide the most marketing impact for the organization. Specifically, he saw that longer videos failed to perform as well as the shorter ones, which led the digital team to recraft the lengthier pieces into shorter ones for the website.

“Instead of one video, we now have three different pieces of content we can release over time and maximize the value of our video efforts,” Wachtel says.

He continues: “I use the analytics to really make my case for video marketing. I can prove it with data, and that’s really as good as it gets for me.”

USERS LIVE STREAM SURGERY DRAWS IN OVER 40K USERS

In an effort to propel the Barrow brand even further, the hospital arranged to live stream a surgical removal of an acoustic neuroma. To promote the event, Barrow published an article on its website introducing readers to Dr. Randall Portell and Dr. Mark Syms, the two neurosurgeons on the case. When the same article was posted to the Facebook page of the Acoustic Neuroma Association, word spread.

The day before the live stream, over 27,000 Facebook and Twitter users clicked on promotional ads, which, in turn, brought a tremendous increase in traffic to the Barrow website. About a month preceding the surgery, over 40,000 users logged on to watch the live stream footage. Moreover, the aggregate national average search ranking for the term “acoustic neuroma” jumped 12 spots over the course of the promotional period.

Similarly, Barrow live streamed the surgical treatment of a patient suffering from Parkinson’s-related tremors. The treatment, known as deep brain stimulation, is part of the hospital’s DBS program, which promotes awareness of the surgery in order to make it more accessible to people in need. Program coordinators provided the patient’s wife with ample education and guidance preceding the surgery, so much that she felt comfortable enough watching the live stream in real time. And the patient, himself, noted how honored he was to help educate others considering DBS surgery.

HOW FINASTRA INCREASED ROI BY 26X

bc_campaign_editor_4 on December 4, 2024

Finastra enables the financial services world to deliver the future of banking with applications, marketplaces, and an open innovation platform for banks, fintechs, and non-banks to connect and collaborate. Over 8,000 financial institutions in 130 countries rely on Finastra to boost their business performance.

When COVID-19 shut down the team’s traditional channels for connecting with prospects and customers, Finastra shifted fully to digital engagements. However, every digital experience began to feel the same. “We were drowning in a sea of sameness,” said Joerg Klueckmann, Head of Marketing at Finastra. “It got harder and harder to cut through the noise.”

The Finastra team decided to reinvent how they engaged with prospects and clients. To stand out in a digital-first world, they created a new format for education, prospecting, and conversion.

“We decided to build the Netflix for the financial services industry: Finastra TV,” said Klueckmann.

CONNECTING FIRST-PARTY DATA TO VIDEO

We’ve been using Brightcove for many years, and we knew the quality and service there was exactly what we wanted to create our own channel.

JAMIE STEPIEN

DIRECTOR OF DIGITAL MARKETING, FINASTRA

Finastra took a content-first approach to video marketing. “We produced different series for all lines of businesses at a financial institution,” said Klueckmann. “Each series consists of 10 to 15 episodes. We really tried to think like a media agency. We only produce a new season of a series if we see traction in the viewing data.”

The biggest strategic decision was to un-gate video content for any return visitor. Finastra created a custom-built solution with Marketo and Brightcove that required only one form fill and tracked what each viewer watched. This made the viewing experience more seamless while offering insights into what the audience really wanted to know. In return, this defined the content production schedule of Finastra.

“The strategic framework focused on the first-party cookie so we could capture and own our customer data,” said Jamie Stepien, Director of Digital Marketing at Finastra. “We used Google Analytics and Hotjar data to design the UI and architecture of the Finastra TV experience. And then we used SEMRush to build the taxonomy and optimize for Google findability. We’ve been using Brightcove for many years, and we knew the quality and service there was exactly what we wanted to create our own streaming channel.”

“We developed a custom solution on the channel where we dropped a cookie behind the user’s first Marketo registration form,” Stepien added. “Gating is a thing of the past. Multi form-fills on a site are a thing of the past.”

With Brightcove streaming video and Marketo integrating first-party data, Finastra could promote video content to targeted audiences and understand who watched what and how much of it. Finastra TV quickly became the most popular marketing channel for the team, serving both as an educational resource and a place to build an engaged community.

Furthermore, video marketing became a new inbound channel across both online and offline channels.

OPTIMIZING VIDEO WITH ADVANCED ANALYTICS

With the advanced viewer analytics of Brightcove, Finastra realized that the most valuable interactions with prospects and customers were happening with video marketing content. Especially because Finastra TV became a destination channel.

“In the past, we had video content on YouTube. But we weren’t getting analytics, the data wasn’t integrated with our CRM, and the user experience was very fragmented,” said Klueckmann. “Today, we can see what content each prospect consumes, whether they’re watching a video about green lending or a new regulation, and if they visit another Finastra website. The digital UX is fully integrated within all Finastra’s digital entities.”

By integrating marketing automation with Brightcove, Finastra could identify viewers by name, job title, and behavior. Sales could follow up based on specific video content that was consumed, ensuring every message was relevant. As the lockdowns of COVID-19 eased and physical events came back, Finastra doubled down on video content by integrating it across the marketing strategy.

An important lesson learned was that video content only worked well if it was created for digital consumption. Recording a session from a physical event and making it available on demand didn’t produce the expected engagement. Because of this, Finastra builds studios at events and briefs speakers that a shorter version of the event presentation will be filmed in a proper studio setup. Animations, different camera angles, and high-quality post-processing make the video production stand out. By integrating the event and video strategies, while understanding viewer interaction at a first-party level, Finastra saw a 26X increase in video marketing ROI.

“This is a great example of how marketing can be an innovation driver,” Klueckmann says. “From production to measurement, the marketing team led the video marketing strategy from beginning to end.”

Watch the full PLAY Season 1 episode of how Finastra built their own streaming channel.

HOW MATH TUTOR DVD GREW VIDEO REVENUE 50%

bc_campaign_editor_4 on December 4, 2024

BRIGHTCOVE SOLUTIONS WITH MOBILE APP AND SOCIAL DRIVE 20 PERCENT INCREASE IN SUBSCRIBERS

In 2004, Jason Gibson launched Math Tutor DVD, a business-to-consumer learning company offering students of all ages extra help tackling math and science subjects like algebra, physics, and calculus. With a background in academic tutoring himself, Gibson began by creating specially-designed lesson plans and then filming courses with a friendly, encouraging approach.

Gibson first burned his video courses to CDs and sold them on eBay. He eventually transitioned his course content to DVDs and launched his own e-commerce website using a distributor to handle DVD sales and shipping. Then with the growing popularity of online video, Gibson debuted the Math Tutor DVD YouTube channel, which proved a far more efficient mode of content distribution. At the same time, he began shifting his website to a membership model, emphasizing on-demand video subscriptions over DVD sales.

To support this new monetization model, Gibson needed to find a video platform that not only offered video hosting behind a paywall, but also provided customers with superior viewing across multiple devices. He decided on the Brightcove platform to do just that. Gibson’s recent inclusions of Brightcove Social and Brightcove Gallery have also helped boost consumer engagement across several social platforms, including his YouTube channel, resulting in a 20 percent increase in subscriptions within a few short months.

MATH TUTOR DVD MOVES TO ONLINE VIDEO, BUILDS NEW MEMBERSHIP-BASED REVENUE MODEL

Since Gibson’s e-commerce website was already built with the necessary infrastructure to support automatic billing, login, and security, all he needed was the right video platform to host, manage, and drive engagement for his online video content.

Revenue from the members’ area, which is basically driven by Brightcove video, is around 50 percent of total revenue now, whereas before it was zero percent.

JASON GIBSON

FOUNDER, MATH TUTOR DVD

Gibson chose Brightcove for its streamlined platform, easy workflow, and e-commerce capabilities that support subscription-based and pay-per-view access to online video content. He implemented the platform and adjusted his revenue strategy, transitioning to a paid membership model. This allowed users to access video courses either through a monthly unlimited subscription or a pay-as-you-go option. Since introducing the new membership model, Gibson has seen a 50 percent increase in video-driven revenue.

“Revenue from the members’ area, which is basically driven by Brightcove video, is around 50 percent of total revenue now, whereas before it was zero percent,” says Gibson. “About half the entire business is online streaming digital delivery.”

COMBINING BRIGHTCOVE GALLERY AND BRIGHTCOVE SOCIAL BOOST SUBSCRIPTIONS BY 20 PERCENT

By partnering with Brightcove, Gibson has been able to create a more lucrative revenue model for his company, plus increase audience engagement across multiple channels. In fact, Math Tutor DVD’s new membership platform has contributed to a year-over-year 20 percent bump in membership.

The site itself uses Brightcove Gallery’s In-Page Experiences, which allows visitors to sample lessons before purchasing a membership. These limited sampler videos, also pushed to his YouTube channel, are short in length and give prospective users a taste of what they’d be getting as a member, encouraging them to interact with the content and learn more about the company’s services.

“I’ve had lots of people say, ‘There are many free lessons out there, but you guys have it organized step-by-step, sequenced, one-two-three-four,’” says Gibson. “By visiting that Gallery, they were able to see exactly what they could get as a member.”

With the ease and simplicity of Brightcove Social’s distribution tools, Gibson is now able to post video clips to various social platforms, which helps drive traffic back to his website and increase memberships. They also prompt visitors to click through to the Math Tutor DVD YouTube channel, driving viewers back to his site. Out of Gibson’s YOY 20 percent membership boost, a whopping 85 percent of that occurred in just four months of using Brightcove’s social solutions.

Brightcove Social’s cross-posting feature has also helped Gibson save time in distributing video across multiple social platforms. Because of this, he now has time to create additional lessons and grow his video library with even more engaging educational content.

“Now, I just go into Brightcove Social, I tag, click, and cross-post. I press the schedule button and then just forget about it. This is what’s really responsible for growing the channel seventeen percent in four months. Every couple days each week a new video just pops up in Facebook or YouTube, which drives engagement, clicks, traffic, and more subscribers. Brightcove makes me look like a bigger company. So for me, it’s a kind of magnification,” explains Gibson.

MATH TUTOR DVD CATERS TO MOBILE USERS WITH NEW APPS, DRIVING ADDITIONAL REVENUE STREAM

Recently, Gibson debuted the Math and Science Tutor mobile app, a free, on-the-go companion to his online video courses. Built by Brightcove’s Global Consulting team, the app offers over 1,500 lessons across all math and science subjects, and users are able to sample almost half of each course’s material free of charge before committing to buy. According to Gibson, the try-before-you-buy model helps engage learners and encourage membership sales. Similar to his website subscription model, users can pay monthly for unlimited access. And because Brightcove streams video within the app, users never experience any lag time. All content is crisp, and viewing quality is top-notch.

“Every video in that app is streamed through Brightcove,” says Gibson. “So it’s not a download. It’s not like you have to wait for the video to load. You just open and press play to access all my lessons, and there’s an option to subscribe.”

In just over one month, the app has tallied 4,000 total downloads, and has received numerous positive reviews within the Apple app store.

HOW KAPLAN TEST PREP LIVE STREAMED TO OVER 600,000 VIEWERS

bc_campaign_editor_4 on December 4, 2024

By partnering with Brightcove, we were able to go live with a really compelling experience reaching learners who never would have had access to test preparation. And it’s a game changer for us, because that allows us to reach tens of thousands of learners, which changes the economics.

MICHAEL PALMER

VICE PRESIDENT, DIGITAL MEDIA, KAPLAN TEST PREP & ADMISSIONS

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