Healthcare & Online Video: How to Use YouTube to Engage Health Consumers

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In 2010, 85% of the US online population watched a YouTube video and consumers watched an average of 1.9 billion YouTube videos per day. Created in partnership with Google, this webinar will focus specifically on online video search and consumption behavior of health consumers, complete with health video statistics via YouTube and our own research which outlines how 100 hospitals are using YouTube as a broadcast channel. We will also share best practices for video content creation, optimization and advertising on YouTube for hospitals, medical centers and medical companies, and one audience member will receive a free consultation focusing on their institution's YouTube page!

From this webinar you will gain a better understanding of:
1. The growth of online video consumption and the types of videos health consumers are searching for and watching
2. The key benefits of using YouTube for video content creation and video advertising
3. How some hospitals are using YouTube to communicate with their communities

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  • Bio:Jessica started her career as a web designer and SEO content writer, and quickly understood the importance of search engines and marketing on search engines. She is experienced in search and display advertising working with top search engines, such as Google, Yahoo!, and Microsoft’s Bing. She was an early adopter of social media and her background in SEO and content development allowed her to execute content-focused initiatives on social networks to provide value and build communities.At EMG, she works with clients in Healthcare, Higher Education, and Entertainment to provide thought leadership and develop integrated digital strategies that focus on both customer acquisition and retention.
  • Searching for health information, an activity that was once the primary domain of older adults, is now the third most popular online activity for all internet users 18 and older.
  • More than half (55%) of older Boomers (ages 56-64) now watch online video, compared with 30% in 2008. – Pew Research Center 2010The percentage of all adult internet users who watch video online jumped 14 points in the past two years, from 52% in May 2008 to 66% in May 2010.
  • http://pewinternet.org/Reports/2010/State-of-Online-Video/Part-1/What-Kinds-of-Video-Are-Online-Adults-Watching.aspx
  • One reason for the huge increase in video ad spending is that brand marketers will shift more of their ad budgets online. Since there is more professional video online than ever before, buyers have more inventory to choose from. It’s expected that advertisers will be providing more professional content, viewing hours will increase, technology will improve (HiDef), targeting will improve, and there will be better formats/more creative ads.
  • Note: reference previous research79% of health consumers have watched videos about their specific health conditionConsumers enjoy watching educational videos related to specific conditions (54%) and those featuring experts such as doctors (49%)Majority of consumers prefer health-related videos to be less than 5 minutesLast month EMG presented a webinar on Healthcare & Facebook: How 100 Hospitals and the Communities They Serve are Communicating Through Facebook.This is a preview to the follow up study on the same 100 hospitals to gain a comprehensive understanding of how hospitals are using YouTubeAgain, we set out to answer some questions:Of the U.S. hospitals that have YouTube pages, what types of content do they share?And what types of content is the most engaging (gets the most views, comments, shares)?We will have another webinar that will go through the methodology and more research findings, but for this webinar I will be sharing the preview to some key findings.CategoriesPromotionalCelebrity VisitProceduresNews CoverageSpecialistHealth TipVirtual TourPatient Success StoriesEvent30 most recent videos
  • Note: reference previous research79% of health consumers have watched videos about their specific health conditionConsumers enjoy watching educational videos related to specific conditions (54%) and those featuring experts such as doctors (49%)Majority of consumers prefer health-related videos to be less than 5 minutesLast month EMG presented a webinar on Healthcare & Facebook: How 100 Hospitals and the Communities They Serve are Communicating Through Facebook.This is a preview to the follow up study on the same 100 hospitals to gain a comprehensive understanding of how hospitals are using YouTubeAgain, we set out to answer some questions:Of the U.S. hospitals that have YouTube pages, what types of content do they share?And what types of content is the most engaging (gets the most views, comments, shares)?We will have another webinar that will go through the methodology and more research findings, but for this webinar I will be sharing the preview to some key findings.CategoriesPromotionalCelebrity VisitProceduresNews CoverageSpecialistHealth TipVirtual TourPatient Success StoriesEvent30 most recent videos
  • Note: reference previous research79% of health consumers have watched videos about their specific health conditionConsumers enjoy watching educational videos related to specific conditions (54%) and those featuring experts such as doctors (49%)Majority of consumers prefer health-related videos to be less than 5 minutesLast month EMG presented a webinar on Healthcare & Facebook: How 100 Hospitals and the Communities They Serve are Communicating Through Facebook.This is a preview to the follow up study on the same 100 hospitals to gain a comprehensive understanding of how hospitals are using YouTubeAgain, we set out to answer some questions:Of the U.S. hospitals that have YouTube pages, what types of content do they share?And what types of content is the most engaging (gets the most views, comments, shares)?We will have another webinar that will go through the methodology and more research findings, but for this webinar I will be sharing the preview to some key findings.CategoriesPromotionalCelebrity VisitProceduresNews CoverageSpecialistHealth TipVirtual TourPatient Success StoriesEvent30 most recent videos
  • Any video that is used as a marketing device intended to promote or sell professional services, such as a commercial.
  • Specialists: These are videos in which a specialist of a certain illness or procedure discusses the symptoms, treatments and/or recovery time of the featured ailment/injury.
  • Patient Stories: Any video telling the story of a particular patient, including unsuccessful stories to create awareness of an ailment or injury and testimonials of satisfied hospital patients.
  • Other: Any video that does not fall under any of the aforementioned categories and can include but isn’t limited to videos containing holiday greetings, discussions of recent news involving the hospital or medical field in general, featuring local scholarship foundations or charitable organizations, results of a research study or merely for entertainment.
  • *notes: insight on search trends, desired video contentStrategic opportunities
  • http://www.google.com/support/youtube/bin/answer.py?hl=en&answer=141802Video Page BannerInclude a call to action, e.g. “Subscribe” Channel BannerInclude a call to action Use Link/Image Map option Connect Box IconUse logo, keep consistent with brand Channel Side Column Image (300x250) Include a call to action, e.g. “Buy Now” Branding BoxCall out promotion, playlists or new videos Other Channel LinksAnother way to cross-promote Lets you list up to 16 destination channels. Link to your other channels/websites or to friends' channels/websites. IP/locale GEO redirectAuto redirect user to local channel We also recommend the following: Use the Featured Video option by featuring your latest video or one of your most popular. Put related videos in playlists. Use a Video Log to highlight priority content. If available for your channel type, use the partner Performer Info. For example, musicians can enter band details, album cover art and event dates. Create a Profile Icon
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