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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Healthcare & Online Video: How to Use YouTube to Engage Health Consumers
- 1. Healthcare Webinar Series HEALTHCARE AND ONLINE VIDEO: How to Use YouTube to Engage Health Consumers Presented by Jessica Liu, Twitter @jaielle EMG, Digital Marketing Manager & Katie Girskis Google, Account Manager Follow @EMGtheagency, #EMGyoutubewebinar
- 3. Headquartered in Orange County, CA
- 7. Webinar presentation will be recorded
- 8. Link to be sent to attendeesPresentation posted to EMG Knowledge Center
- 9. Learning Objectives From this webinar you will gain a better understanding of: The growth of online video consumption and the types of videos health consumers are searching for and watching The key benefits of using YouTube for video content creation and video advertising How some hospitals are using YouTube to communicate with their communities Best practices for video creation and optimization on YouTube 5
- 10. Agenda Facts on Health Information Online YouTube the #1 Online Video Site EMG Study: How 100 Healthcare Institutions use YouTube to Communicate Best Practices on YouTube YouTube Channel Evaluation Key Takeaways Q&A 6
- 12. 70-79% of people ages 65-73 find health info online
- 13. And 50-59% of people ages 74+ find health info onlineSource: Pew Internet & American Life Project, Generations Online 2010
- 14. Online Video Consumption is on the Rise 8 FACT Percentage of all adult internet users who watch video online increased from 52% in 2008 to 66% in 2010 FACT More than 55% of older Boomers (ages 56-64) now watch online video, compared with 30% in 2008 Source: Pew Internet & American Life Project, 2010
- 15. Americans are Watching More Online Videos & Ads 9 FACT 85% of internet users viewed at least one video 73% of video viewers viewed at least one video ad 175 million online video views Year-over-year growth in video views is 71% Viewing time per viewer is 15.1 hours Source: comScore Video Metrix, October 2010
- 16. Educational Videos are Popular 10 FACT Online video consumption across all video types is increasing Comedy or humorous videos News videos Educational videos Movies or TV shows Music videos Source: Pew Internet & American Life Project, The State of Online Video, June 2010
- 17. 1 in 3 People Watch Health Videos 11 Health videos are the 6th most popular video category More consumers watch videos about health than videos about food, celebrities or sports Source: Google & OTX, Health Consumer Study, December 2009
- 18. Types of Health Videos Watched 12 FACT Many health consumers have watched videos about their specific health condition FACT Consumers enjoy watching educational videos related to specific conditions and those featuring experts such as doctors FACT consumers prefer health-related videos to be less than 5 minutes FACT Consumers report that online health videos serve as a top resource when searching for medical conditions and prescription drug info
- 20. Increase in viewing hours
- 23. Better formats/more creative adsUS Online Ad Spending Growth, by Format, 2009-2014 - % Change Source: eMarketer, December 2010
- 24. 14 YouTube is the #1 Online Video Site
- 25. 15 Who’s Watching Online Video? Everyone. There are more online video consumers than 1 year ago 2 out of 3online video viewers used Google/YouTube YouTube is the #2 search engine Note: comScore, November 2008, comScore, October 2008
- 26. 3 Options for Success on YouTube Promoted Videos with Call-to-Action In-Video Display Ads with Video Targeting Customized User Channels 16
- 27. Promoted Videos and Call to Action Highlight your video content and win new customers Use your Promoted Video to drive traffic to your site http://www.youtube.com/user/curebadbreath?v=nFeb6YBftHE&feature=pyv&ad=4311109895&kw=orabrush#p/u/2/p4tuTi8_z6Q 17
- 28. Invideo Display and Video Targeting Tool Target specific video content or partner channels Engage your customers as they watch partner content 18
- 29. 19 EMGets Social:How 100 Healthcare Institutions Use Social Media to Communicate (YouTube edition)
- 30. How Hospitals and Health Systems are Using YouTube 20 EMGets Social: How 100 Healthcare Institutions Use Social Media to Communicate (YouTube edition) Quick Methodology Overview: Randomly selected sample of 100 hospitals 87 had a YouTube Page 2,175 total videos examined across 87 hospitals Identified 12 video categories Source: EMGets Social: How 100 Healthcare Institutions Use Social Media to Communicate (YouTube edition)
- 31. How Hospitals are Using YouTube by Video Category 21 Over 15% of uploaded videos are Promotional From the top viewed video per channel, Specialist videos accounted for 24% of all views followed by Others, Procedures and Patient Stories Promotional Videos only account for 2% of views Categories with the biggest percentage difference between uploaded videos and most viewed videos are:1) Procedures 2) Promotional 3) Other 4) Specialist Most Uploaded Videos Most Viewed Videos Based on Top Video per Channel *Most viewed total: 933,999 video views *Uploaded Videos: Out of 2,175 Videos
- 32. How Hospitals are Using YouTube by Video Category 22 Over 15% of uploaded videos are Promotional From the top viewed video per channel, Specialist videos accounted for 24% of all views followed by Others, Procedures and Patient Stories Promotional Videos only account for 2% of views Categories with the biggest percentage difference between uploaded videos and most viewed videos are:1) Procedures 2) Promotional 3) Other 4) Specialist Most Uploaded Videos Most Viewed Videos Based on Top Video per Channel 10.10% 10.42% 13.71% 14.21% *Most viewed total: 933,999 video views *Uploaded Videos: Out of 2,175 Videos
- 33. 23 Promotional Videos – Most Uploaded Category Commercials Broadcast
- 34. Specialist Videos - Most Viewed Category 24 Hospital-conducted doctor interviews Banner Health “Ask a Doctor” Series General narration by doctor to describe a medical condition
- 35. Patient Stories - 4th most viewed category 25 Patient testimonials generate views and engagement!
- 36. Hospital Snapshot 26 Top Video: 116,695 views, 168 comments St. Jude Patient Stories Video Playlist Total of 19 videos Average of 11,857 views! Source:http://www.youtube.com/user/MyStJude#g/c/64EC3A4B8921280D
- 37. Other 27 Entertainment Holiday greeting Creative videos introducing the hospital culture
- 38. 28 Best Practices for Video Content Creation and Optimization on YouTube
- 39. Best Practices for Video Optimization on YouTube 29 #1 Plan ahead, create a video content strategy What types of video will engage my audience? Patient testimonials? Medical condition focused? Tone: humorous, informational, inspirational? What is the purpose of the video? To inspire patients To grow a community To generate donations To showcase my hospital To feature a new medical technique What does my video calendar look like? Diversify your video content! Test and analyze
- 41. Feature a doctor (specialist or procedure videos)
- 44. Target keywords, capture more viewsYouTube Search Trends: Top searched keywords on YouTube are correlated to Google search trends Recommendation: Work with an agency to better understand keyword search trends and develop a strong keyword targeting strategy
- 45. Best Practices for Video Optimization on YouTube 31 #2 Customize your YouTube channel RECOMMENDED: Apply for a YouTube brand channel
- 46. Best Practices for Video Optimization on YouTube 32 #2 Customize your YouTube Channel Brand Channel User Channel VS
- 47. Best Practices for Video Optimization on YouTube 33 #3 Create good quality videos (preferably HD) for a great viewing experience There’s nothing worse than a fuzzy video image and out-of-sync audio
- 49. Tag your videos with top searched keywords that are reflective of your content
- 50. Include important key phrases in your video description
- 51. Choose the best fit category for your video (Health, Education, Entertainment)Title Description Category Keywords Source: http://www.youtube.com/watch?v=U2Y9YSvL-KE
- 53. Annotations can be used to highlight specific parts of a video
- 54. Annotations can be used to build a great linking structure within your video
- 55. Do not include too many annotations that may distract the viewerMore Videos Channel views: 30,338,909 Total Upload views: 209,342,501 Subscribers: 1,666,058 Link Source: http://www.youtube.com/user/mysteryguitarman
- 56. Best Practices for Video Optimization on YouTube 36 #5 Use YouTube Annotations Example: Links Source: http://www.youtube.com/watch?v=dsmpjFN5xS0
- 57. Best Practices for Video Optimization on YouTube 37 #6 Use your channel and videos as a portal to other content on your website #7 Analyze YouTube insights RECOMMENDED: Keep your videos to less than 5 minutes Check analytics to see which videos are being viewed most, demographic data of subscribers, and Hot Spots to measure audience attention Links
- 58. Best Practices for Video Optimization on YouTube 38 #8 Brand your video with your logo Include your logo on your videos and/or include your hospital, medical center name in the video title and keyword tag #9 Allow users to rate and comment on your video Monitor and analyze comments, Likes/Dislikes #10 Include a call to action (CTA) You can do so creatively with CTA language and annotations within the video Donate NowVisit Our WebsiteShare this video with a friend
- 59. 39 YouTube Channel Evaluation:
- 60. 40 Navigational links? Call-to-action button? CTA Opportunity: Subscribe to our channel!
- 62. Specialist video featuring a doctor, talking about a specific medical condition
- 63. Branding
- 66. 43 Include annotations for links to your website and links to other videos in your playlist
- 68. Promoted Video + CTA
- 69. InVideo Display + Video Targeting Tool44
- 70. Q & A 45 Thank You! Contact us today to learn how EMG can apply its expertise in healthcare social media best practices and more to a number of your campaigns!Toll Free: (866) 62-EARTH www.visitemg.com FULL WEBINAR AVAILABLE TOMORROW AT: Earthboundmediagroup.com/emg/home/ knowledge-center/webinars.html Youtube.com/earthboundmediagroup Slideshare.net/EarthboundMediaGroup Vimeo.com/channels/earthboundmediagroup STAY CONNECTED WITH EMG: Twitter.com/EMGtheAgency Facebook.com/earthboundmediagroup Linkedin.com/company/40574 NEXT WEBINAR: Thursday, February 10th 11AM-12PM (PST)/2PM-3PM (EST) Healthcare and Lead Generation: How to Target Health Consumers Online https://www2.gotomeeting.com/register/434989778
Hinweis der Redaktion
- 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