Eleven years ago, Robert J Davis, a noted health journalist, and Loren Goldfarb, a
former network television producer, realized that the millions of TVs in medical
office lobbies and waiting rooms could be a compelling delivery platform for
well-produced medical content. After all, the healthcare field is a multi-trillion
dollar market and incredibly competitive. In place of cable news or daytime game
shows, the team knew they could offer informative content tailored to individual
To meet this need, they launched a medical content company called Everwell in
2007 and began production of a health video library. Hospitals, medical groups,
and medical practitioners signed up and received a media player pre-loaded with
all of Everwell’s videos along with software that allowed each practice to insert
their own information.
Everwell is a healthcare focused
digital media brand dedicated to
creating accurate, engaging video
content that helps people lead
healthier lives. Everwell’s continually
growing content library of more
than 600 videos is made available
to license and is part of the
Everwell+Plus digital signage
subscription service used by health
care facilities and providers across
Adapting to a File-Based Workflow
As the number of subscribers and demand for their content grew, Loren Goldfarb, Everwell’s
COO, realized that his production workflow had to adapt quickly to keep up. The initial
workflow included a large, on-site media asset management server and storage.
Everwell’s library of more than 600 videos is delivered to healthcare offices across North
America with personalized information that helps keep the patient well-informed.
The system worked for several years, but as the amount of raw
footage grew and the file sizes increased (720p to 1080 to
4K), the strain on their asset management system began to
show. Everwell’s content producers and editors needed to
work faster, and increasingly from remote locations. Having to
travel to the main office to check content into the media asset
manager in the main production office now became a critical
bottleneck. Traditional, site-focused media asset management
systems assume that all users are in the same location, and
trying to give access to remote users with VPNs and firewall
navigation proved frustrating and time-consuming.
Instead, remotely located producers resorted to shipping hard
drives directly to editors, bypassing the asset manager system
altogether. Raw content was extremely vulnerable while being
shipped around on hard drives, and finding and re-editing
fresh content from original source files was not practical.
Content was becoming disorganized and hard to find. Loren
knew that installing servers and storage at every remote
production site was not an option.
Defining a Modern Collaborative Workflow
Loren realized that traditional broadcast, site-focused asset management solutions weren’t
working; he wanted to break away from having to manage on-site storage systems and the
continuous maintenance, upgrade and replace cycles.
What he really wanted was to deliver a modern, collaborative
solution that kept his productions moving smoothly and could
adapt on the fly to new producers and editors, keep his
content organized and protected, and above all, let his team
focus on creating great content.
With these requirements in mind, Loren began reviewing
available asset management solutions, discarding one after
another until an integrator proposed a combination of Cantemo’s iconik and Backblaze’s B2 Cloud Storage.
Loren learned that iconik is an entirely new and modern
approach to delivering asset management and production
collaboration as an on-demand service. Instead of on-site
servers and specialized software installations, Everwell’s new
asset management service would use powerful cloud application delivery technologies available to all of his users instantly,
wherever they had access to the internet. As a cloud-delivered
service, iconik would give Everwell entirely new capabilities like
cloud-based proxy rendering that could scale up to any need
instantly, and access to powerful artificial intelligence tools to
help tag, enrich, and search across his entire store of content.
Now, even remote producers could ingest content into iconik.
As soon as content was added, iconik’s cloud-based compute
resources would then capture the files' asset metadata,
generate proxies, then seamlessly store the content in
Everwell’s Backblaze B2 cloud storage account. Everyone on
the team would have immediate access and the production
process would get much simpler and far more efficient.
Loren found Backblaze B2 cloud storage to be the ideal
storage to protect his valuable content and appreciated that it
was perfectly integrated with iconik. Backblaze’s combination of
extremely high file integrity, instant availability, and dramatically
lower cost than other leading cloud storage solutions, meant
that he no longer had to manage production asset archive
storage — he could move entirely to the cloud.
This was the seamless, real-time solution that he had
envisioned, with all of the benefits of a truly cloud-delivered,
and cloud-enabled solution. Both iconik and Backblaze services
could be started up in minutes and the pricing was inexpensive
and transparent. He would never pay for services or storage he
didn’t use and could phase out his on-site servers.
Having found the way to meet his team’s needs and deliver his
technology pivot to his production team, Loren had a new
challenge. How could he migrate the enormous library of raw
material and existing asset metadata without
Making the Migration
To jump start their new project, Everwell signed up for
Backblaze’s B2 Fireball Rapid Ingest Service. As part of the
service, Backblaze sent Everwell a 70TB storage system
that Loren connected to his local network and began
copying his content to it.
Meanwhile, Loren’s team exported the metadata records
from his existing asset manager system, then with a simple
script and iconik’s API, automatically created new
placeholder records in iconik with all of that metadata.
He then shipped the Fireball back to Backblaze, where all
of the content was uploaded directly to his Backblaze B2
account. iconik could then scan and identify the content
and link it to the existing iconik records. The result was an
extremely fast migration of his existing content archive to
his new cloud delivered system, ready for
Rather than uploading across the internet, large amounts
of content can be copied to a Fireball system so that
Backblaze can move the files directly into the customer’s
Backblaze B2 storage. Finally, iconik links the source files in
the B2 storage with the placeholder assets.
Ready, Set, Grow
With his new solution in place, Loren’s production team now has extraordinary new
capabilities and creative freedom. He is free to add new editors and producers on the fly, at
a moment’s notice, and let them instantly ingest new content from any location and use a
single interface to keep track of every project in his expanding asset library.
His team can use new AI-powered discovery
tools to find content quickly and can always
access the original raw source files to create new
videos at any time. He has more time to add
new features to his service and take on new
productions and customers at any time.
Best of all, he is now free to grow Everwell’s
production operations as fast as possible
without having to worry about running out of
storage, managing servers, expensive maintenance contracts, or paying for staff to run it all.
Having made the cloud production pivot,
Everwell is ready for whatever the future brings.
"The ‘everyone in the same production building’ model
didn’t work for us any longer as our content service grew
with more and more editors and producers checking in
content from remote locations that our entire team
needed to use immediately. With iconik and Backblaze,
we finally have what feels like the modern,
cloud-delivered production tool we’ve always wanted.”
- Loren Goldfarb, COO, Everwell
About Backblaze B2 Cloud Storage
Backblaze B2 Cloud Storage has become the cloud storage of choice for content
creators by offering extreme levels of content protection and instant availability
at one-fourth the cost of the largest cloud storage solution.
At only $5 per terabyte per month of content stored, creatives can finally get all
of their content into a truly active archive, streamline their production workflows,
and phase out expensive, hard-to-manage tape and near line archive systems.
Backblaze has over 10 years of cloud storage innovation and growth and manages x petabytes of storage for its customers worldwide.
Your content is stored with a data durability of 99.999999999% (11 nines) uptime and covered by an SLA.
There are no pricing tiers, hidden costs or storage minimums. You simply pay $.005 per gigabyte for content you actually store per month.
There is no charge to move content into your Backblaze account, and costs only $.01 per gigabyte to download, or at no charge to use with leading cloud services like Cloudflare, Packet, and ServerCentral.
Backblaze's Fireball Rapid Ingest Service is ready to help get content into your account quickly.
Use your favorite workflow tools that are seamlessly integrated with Backblaze B2, the web interface, command-line utilities, or the Backblaze API.