Network promises ESPN-style surgery coverage

About Andrew Van Dam

Andrew Van Dam of The Wall Street Journal previously worked at the AHCJ offices while earning his master’s degree at the Missouri School of Journalism.

MDiTV, a new online network with several AHCJ members on its roster, has been in the works for a while and officially launched on April 28.

MDiTV founder and CEO Robert Lazzara, shown here in an introductory video, is a cardiac surgeon.

It aims to provide high production value, TV-style medical news segments each day, as well as more in-depth offerings. In addition to its video-heavy main site, MDiTV also has a regularly updated blog. AHCJ board member Andrew Holtz is the site’s senior editor and chief anchor, and AHCJ members Michael Ingram, Tim Park and Amira Dughri are also part of the effort.

Ben Comer of Medical Marketing & Media profiled the new organization.

The network will also present long-format programming, such as the Charlie Rose-inspired “Second Opinion” program, hosted by MDiTV founder and CEO Robert Lazzara, a cardiac surgeon. “Natural Forces,” a weekly health program hosted by Kelly Godell, will cover nutrition, food and healthy eating.

MDiTV will also add slightly less traditional programming, including events which sound like they’ve been inspired by a mix of CSPAN and ESPN.

MDiTV also hopes to premiere live surgeries through partnerships with “founding member hospitals,” and will broadcast medical meetings live, according to Lazzara. Surgeries and medical meetings will be presented in a way similar to how ESPN presents a sporting event, said Lazzara.

Lazzara told Comer the site would add advertising (likely broadcast-style commercials) within 60 days, but that they were currently focused on creating original content. Lazzara said he plans to market the station to patients and providers using a combination of traditional and social media.

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