Twin Cities Biz Journals: “ helps physicians craft short instructional videos for patients”

Jun 28, 2013 No Comments John Brownlee

Minneapolis St. Paul Business Journal, June 28, 2013 CEO John Brownlee shows a vidscription CEO John Brownlee shows a vidscription

In  today’s  busy  health  care  environment,  patients  want  more  time  from  clinicians  who  have  less of  it.
John  Brownlee,  CEO  of  Minneapolis  med-­tech  startup,  aims  to  tackle  this  problem, improving  health  care  efficiency  and  patient  engagement  through  videos  made  by  the caregivers.
“If  we  can  take  all  the  expertise  and  knowledge  inside  the  heads  of  clinicians  and  put  them  in videos,  we  can  make  that  clinical  encounter  more  efficient  for  the  patient  and  provider , ” Brownlee  said.  provides  doctors  and  clinicians  with  the  tools  to  make  short,  single-­topic  videos  called “vidscriptions.”  The  company  sends  each  client  a  $400  video  recording  kit  consisting  of  a microphone,  tripod  and  green  screen.
Using  an  iPhone  as  a  camera,  the  health  care  provider  can  record  the  videos  in  his  or  her  own office  and  distribute  them  to  patients  via  email  or  a  link  to  the  Clear .md  Web  portal.  Some doctors  also  give  patients  a  slip  of  paper  with  a  URL  and  QR  code,  sending  them  to  the  video.
All  of  the  videos  include  simple,  white  backgrounds  that  presents  a  unified,  recognizable  image. The  program  offers  patients  a  credible  alternative  to  medical  videos  found  on  YouTube  or Google,  Brownlee  said.  “Anyone  can  make  a  video.  The  biggest  thing  we  offer  is  that  brand safety  around  credentialed  information  from  vetted  advisers.”
Brownlee,  who  worked  in  medical-­device  marketing  for  years,  created  the  startup  in  early  2012 with  co-­founder  Brian  Kuyath.  They  launched  the  platform  in  August  after  a  small  round  of seed-­capital  fundraising.  The  company  staffs  four  full-­time  and  two  part-­time  employees  and began  monetizing  soon  after  launching.
“We’re  pretty  close  to  profiting,”  Brownlee  said.  “With  a  business  our  size,  it  could  be  a  couple more  clients.”
The  firm’s  direct-­revenue  model  offers  clients  two  options.  A  clinic  can  choose  to  subscribe  to’s  video  service,  which  can  cost  from  $100  for  smaller  institutions  up  to  thousands  of dollars  per  month  for  larger  hospitals.  A  health  care  provider  may  also  pay  to  participate  in Clear .md  research,  a  process  that  lasts  between  60  to  90  days.  Clear .md  works  with  those clients  to  generate  data  based  on  its  video  views  and  patient  surveys,  then  it  analyzes  the  data to  predict  the  impact  of  the  video  service  on  the  clients’  patient  engagement.
The  startup  currently  manages  about  12  such  research  projects  in  the  U.S.  and  Europe  and serves  40  to  50  medical  institutions  worldwide,  including  facilities  in  Australia,  the  Netherlands and  Ireland.
Early  this  month,  Clear .md  was  named  a  finalist  for  the  title  of  “Startup  of  the  Year”  at  a  Doctors 2.0  conference  in  Paris.  It  was  the  only  American  company  named  a  finalist  at  the  conference, which  focused  on  health  care  innovation  and  patient  engagement.
In  the  Twin  Cities,  clients  include  Children’s  Hospitals  and  Clinics  of  Minnesota,  North Memorial  Medical  Center,  Minnesota  Eye  Consultants  and  University  of  Minnesota Physicians.
Andrew  Grande,  a  neurosurgeon  for  University  of  Minnesota  Physicians,  has  posted  dozens  of  videos  on  the  startup’s  website,  as  well  as  his  department’s  Web  page,  primarily  to educate  patients  about  the  causes  and  treatment  for  trigeminal  neuralgia,  a  nerve  disorder  that causes  facial  pain.
“When  they  look  at  those  videos  ahead  of  time,  they  have  specific  questions  in  mind,”  Grande said.  “I  think  those  patients  are  ultimately  more  prepared  for  surgery  when  the  time  comes.”
At  Minnesota  Eye  Consultants,  10  to  15  surgeons  and  optometrists  use  They  often show  videos  to  patients  on  iPads  during  appointments,  spokeswoman  Anna  Mueller  said.
Clear .md  plans  to  make  technological  changes  in  the  first  quarter  of  next  year  to  make  its  video service  more  efficient  for  clinicians  and  to  rely  more  on  mobile  apps,  Brownlee  said.
Patient-­engagement  innovation  is  in  high  demand  in  the  medical  industry,  though  breaking  into process-­driven  medical  institutions  has  been  a  challenge  for  Clear .md,  Brownlee  said.
“Those  wheels  grind  very  slowly  in  a  health  care environment,”  Brownlee  said.  “We’re  asking clinicians  to  do  something  they’ve  never  done  before.”  |  (612)  288-­2112

CEO:  John  Brownlee Business:  Med-­tech Year  founded:  2012 Employees:  4  full-­time,  2  part-­time 2012  revenue:  Not  provided Web:

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