Brian Lamb School of Communication, Purdue University.
Health Commun. 2021 May;36(5):650-658. doi: 10.1080/10410236.2020.1733230. Epub 2020 Mar 2.
The consumer-centric nature of the current healthcare landscape in the United States is forcing healthcare organizations to innovate novel ways to help patients more efficiently and effectively select their healthcare providers to improve the patient experience. One way organizations are doing this is by providing introductory videos of their providers online to help patients informatively shop for new providers. However, producing videos - especially lengthy ones - for all providers within an organization can be both time consuming and expensive, with costs inevitably trickling down to patients. Framed by the concepts of thin slicing from the psychological sciences, and uncertainty reduction from the communication sciences, the primary purpose of this 12-condition online experiment (n = 1,310) was to determine the optimal length of healthcare providers' introductory biographical videos in-terms of patients' ease of selection, and the impact that video length can have on patients' provider perceptions. Results reveal that introductory videos of around 46-seconds, as well as shorter videos with supplemental text, provide similar results on dependent variables such as selection ease, patient satisfaction, and trust, as do longer videos. Additional recommendations for applying these findings within healthcare organizations are discussed.
美国当前以消费者为中心的医疗保健格局正在迫使医疗保健组织创新新颖的方法，帮助患者更高效、更有效地选择医疗服务提供者，从而改善患者体验。组织正在通过在线提供其提供者的介绍视频来实现这一目标，以帮助患者更有针对性地选择新的提供者。然而，为组织内的所有提供者制作视频（尤其是冗长的视频）既耗时又昂贵，成本不可避免地会转嫁给患者。本研究以心理科学中的“薄片撷取”和传播学中的“减少不确定性”概念为框架，通过 12 种条件的在线实验（n=1310），旨在确定医疗服务提供者介绍性传记视频的最佳长度，以及视频长度对患者提供者认知的影响。结果表明，时长约为 46 秒的介绍视频以及带有补充文字的更短视频在选择的便利性、患者满意度和信任度等依赖变量上与较长视频提供了相似的结果。讨论了在医疗保健组织中应用这些发现的其他建议。
