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Summary
Medical Edge is a weekly, 90-second television medical news insert that
is made available at no cost on a market-exclusive basis to local television
news stations in the United States, Canada and other international locations.
The product offers
local news directors the flexibility to meet their individual competitive
criteria. The report is offered in two versions 1) a 90-second self-contained
reporter package and 2) breakaway video and graphic elements which allow
the local station to insert their talent and interview local physicians
or patients. Each segment includes a full package, nat sound version,
animation and graphics, promos, b-roll and sound bites. Custom outcues
for affiliates are made available on request.
Stations are asked
to encourage viewers to log onto their Web site at the end of each segment.
Viewers will find a link to the Mayo Clinic health information Web site
that provides further information on the topic. Affiliates can access
full scripts of current segments and archived scripts for past segments
at www.mayo.edu/edge
and track upcoming segments.
The in-house production
team includes an executive producer; talent/ producer; videographer/editor;
illustrator; two animators, medical editor and affiliate relations representative.
The
Program
- The reports are
people-focused, reflecting a mix of medical breakthroughs and the latest
in general health information.
- Almost all segments
include the story of a patient.
- Each segment includes
subject experts from Mayo Clinic.
- Each segment is
reviewed by a medical editor (former president of the Mayo Clinic physician
staff), along with the individual subject expert.
- Each segment is
produced using the highest possible editorial and production standards.
Animations
About one-half of the segments include animation that illustrate complex
medical and scientific concepts in simple, straightforward ways.
Research
& Evaluation
Before the product was launched, focus groups were conducted among a sampling
of potential viewers that closely matched the potential audience. Some
of our specific findings included…
1. Health reports
hold strong interest for many local news viewers
- Over one-half
of the respondents in our sample were "extremely interested"
in health reporting. Health and medicine ranked high among viewer content
interests.
- Reports on immediate
threats to health and safety were vitally important.
- Medical breakthroughs
held strong interest.
- Even "weak"
health items were as strong or stronger than many typical newscast elements
such as sports, entertainment news and local politics.
2. Viewers' expectations
for health/medical reports center on relevance and credibility
- Viewers expect
health reports to cover issues important to them, their family or their
community. They also expect reports to present facts and eschew opinions.
- When there is
disagreement or incomplete understanding of a subject, they want a review
of viewpoints and alternatives.
- Health reporters
need not be medical doctors, but they must be knowledgeable. Experience
in the role and market tenure compensate for a lack of credentials.
3. A variety of measurements
evaluate project success on an ongoing basis, including:
- Quarterly surveys
of affiliate stations to track usage and feedback on product.
- Track total number
of viewers based on when the segments air during November 2000, January,
June and December 2001.
- Pre- and post-implementation
awareness surveys in two markets.
- Page views on
the Mayo Clinic health information Web site.
- For procedure-based
stories, surveying patients to determine how they became aware of the
procedure.
- Tracking time
per segment contributed by physician subject experts to ensure that
physicians' time with patients is not compromised.
Contact
Chris
Gade
Mayo Clinic
200 First Street S.W.
Rochester, MN 55905
(phone) 507.284.2430
(e-mail) cgade@mayo.edu
Web
Site
www.mayo.edu/edge
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Created: 3/28/2002
Last updated: 8/17/2002
Contact: inquiries@nist.gov
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