Joan Westernberg (The Index)
September 4, 2023
Podcast Project: The Indexed The Brief: This podcast project is a little bit different, as Joan Westernberg isn’t really a client, but more of a […]
When pregnant, worrying about illness, or facing surgery, people have a lot of questions. How many C-Sections can I have? What’s the difference between public and private maternity care? What are the signs and symptoms of a heart attack?
In order to answer common health questions, Ramsay Health Care, Australia’s largest operator of private hospitals, approached us to create a series of informational videos to inform their patients and put their minds at ease.
These days, many people turn to the internet to get their surgery and maternity questions answered, typing in commonly-asked queries like ‘What does life look like after experiencing a heart attack?’ or ‘How long does an epidural take to wear off?’
This search term data is hugely instructive, as it allows us to create videos for the client that answer the real questions that people are asking. SEO keyword research is literally a window into what people want to know. Smart businesses then use that data to their advantage.
Armed with keyword research on the medical questions people are typing into Google, the Clearshot videography team visited a series of Ramsay private hospitals for filming and photography days. The Ramsay Health team organised a series of expert staff- surgeons, midwives, doctors, nurses and physiotherapists- to front up to camera and share their expertise by answering the commonly-asked questions off the SEO cheat-sheet.
Our video post production team then edited the ‘Ask Our Expert’ videos, added subtitles and music, and presented them to the client, who now has a library of informational videos to post online across multiple platforms, building their relationships with the audience and their brand authority as the surgical and maternity hospital experts.
If you want your videos to rank well on Google and other search engines, we suggest always including the transcript of your video on the page- even if the content is contained in a hidden accordion dropdown like in the example below. The search engine will pick up the keywords and rank you accordingly.
Sometimes I’m asked if there’s a limit to the number of caesarean deliveries a woman can have.
In one sense there’s no limit to the number of babies that a mum can have; when it comes to caesarean sections there are some risks that are inherent to each procedure, and some risks
that increase with an increasing number of caesarean deliveries that occur. With a caesarean itself there’s always the risk of infection and bleeding and potential injury to other organs, when it comes to increasing numbers of caesarean sections, some of those risks increase, particularly that of adhesions and accidental injury to other organs.
With an increasing number of pregnancies and caesarean deliveries, there are some rare complications such as a pregnancy implanting in an old caesarean section scar, or the placenta implanting down low close to the cervix or covering the cervix, or the placenta invading abnormally into the wall of the womb.
And for each of these, while the absolute number of women this happens to is very small, statistically, it increases with each caesarean section. In the end, the final decision about how many babies a woman has and how they are delivered is a decision she should make, in an informed way, in conjunction with her care provider.
Well that’s a very good question and unfortunately, to make my job difficult and to make it dangerous for some patients, people really do vary quite significantly in how they present or feel a heart attack. Now the classic crushing chest pain that you see on TV and that most people expect doesn’t really happen in everybody, and in fact in my experience I would only see that in about 60-70% of patients. So for other patients it can be subtle and it can be slightly unusual. Sometimes patients just don’t have many nerve fibres in their heart and they don’t feel it as a severe pain,it can be a tightness or a vague heaviness. Some patients don’t get any pain at all, but they might experience acute breathlessness or clamminess or excessive sweating.
The other trick with the pain is where people feel it. So again, not everybody feels it in the centre of their chest. For a lot of people they experience what we call referred pain, referred pain is just the brain mixing up where the signal is coming from. Because the nerve fibres for the throat and the arm and the back all enter the spinal cord at the same level as the heart nerve fibres do, the brain misreads the signal, so other symptoms can include heavy aching in the left arm or the right arm or both arms, some people experience it in the jaw, some people experience it though to the back. If that is occurring and it’s occurring in the same setting as acute breathlessness and clamminess, then that would certainly heighten somebody’s concern that they are experiencing a heart attack.
The main difference is that you have your named obstetrician looking after you through your pregnancy journey. When you come into hospital, you’ll have an extended stay, up to four or five nights with us. And during that time, we’ll give you the confidence to be able to feed your baby,
to swaddle your baby, to wash your baby. Your baby will also be able to have all the tests that it needs, including the hearing test and the heel prick test. And hopefully we’ll give you the confidence to be able to take your little person home.
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