health system marketing

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 One of the fastest growing content areas on YouTube (data source: me) is healthcare channels. Hospitals and health systems are uploading talking head videos at an amazing rate. One large nationally recognized hospital recently uploaded 25 videos by lunchtime.  YouTube has a way to go in perfecting its channel tools but visitors can search by clinical area, date added, most viewed, and top rated.

Healthcare provider companies are not known for their marketing expertise — they are too busy saving lives — but the move into YouTube is a smart one.  Do you know anyone who doesn’t have a family member with a health problem? The quality of these videos is quite good, albeit a bit over-polished.  If you remove the occasional singing video encouraging employees to wash their hands, you’re left with a body of work where humans talk to humans in understandable English, removing the magic.

Personally, I find the videos that don’t feel too scripted the best. Two docs at Memorial Sloan Kettering were talking on camera, sans make-up, and it felt very different from the norm, very real. The hospital has a reputation for clinical coolness and this video worked to change my attitude.

The ROI problems is this — these videos cost a good deal of money to produce and some get 28 views while others get 28,000 views.  As these channels grow in search sophistication and the video producers evolve, we are going to see some serious, serious advances traffic. This is big, important business. Peace! 

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