Brand Videos among Orthopedic Surgery Residency Programs

Document Type : RESEARCH PAPER

Authors

1 Jefferson Health New Jersey; Stratford, NJ, USA

2 Rothman Orthopedic Institute; Egg Harbor Township, NJ, USA

Abstract

Objectives: The use of brand videos has provided residency programs with another platform to 
showcase themselves and attract potential applicants. Despite the rise in brand videos following the 
COVID-19 pandemic, not all orthopedic surgery residency programs have developed one. This study 
aimed to determine the prevalence of brand videos on orthopedic surgery residency program websites 
and evaluate their contents.
Methods: This was a cross-sectional analysis of all orthopedic surgery residencies participating in the National 
Resident Matching Program (NRMP) in November 2022. The presence of a brand video was reviewed on each 
program's website and data was collected from the contents of existing videos.
Results: Forty-seven percent (90/192) of programs had a brand video with an average length of 6 minutes and 13 
seconds. The top two program qualities highlighted were a family friendly atmosphere with camaraderie (83%; 
75/90) and early hands-on surgical experience (72%; 65/90). Despite brand videos being tailored to an audience of 
prospective residents, only 9% (8/90) of programs noted qualities they look for in prospective residents. Furthermore, 
only 19% (17/90) of programs displayed a closing slide containing contact information or links to social media 
accounts.
Conclusion: Only 47% of orthopedic surgery residency programs have established a brand video. The absence of 
a brand video may be due to programs not perceiving them as important, shortage of resources, or unfamiliarity with 
video marketing. Based on our findings, we propose recommendations to assist programs in their development of 
a brand video.
 Level of evidence: IV

Keywords

Main Subjects

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The Archives of Bone and Joint Surgery
Volume 12, Issue 9
September 2024
Pages 652-659

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History

  • Receive Date: 13 November 2023
  • Revise Date: 18 June 2024
  • Accept Date: 08 May 2024

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