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

Presented byJessica Liu, Twitter @jaielle

EMG, Digital Marketing Manager&

Katie GirskisGoogle, Account Manager

Follow @EMGtheagency, #EMGyoutubewebinar

HEALTHCARE AND ONLINE VIDEO:How to Use YouTube to Engage Health Consumers

Healthcare Webinar Series

Follow @EMGtheagency #EMGyoutubewebinar

About EMG & Core Competencies

• Full-service interactive marketing agency• Headquartered in Orange County, CA• Established in 1999• Clients Include:

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STRATEGY

Research, Planning & Analysis

EXPERIENCE

Personalization, Engagement & Entertainment

RELATIONSHIPS

Awareness, Influence & Social Marketing

PERFORMANCE

Campaigns, Testing & Intelligence

TECHNOLOGY

Development, Customization & Integration


Presenter Introductions

Search & display advertising professional Focused on lead generation/customer acquisition and

customer retention Experienced in social media and content strategy Works with clients in multiple verticals: Healthcare, Higher

Education, and Entertainment

Account Manager for Google AdWords Works in the Healthcare space, focusing on hospital clients Focused on social media and integrated marketing

strategy development

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Jessica Liu,EMG, Digital Marketing

Manager

Katie GirskisGoogle, Account Manager


Welcome!

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About EMG Webinars• Short Q&A session will occur at end of presentation• Webinar presentation will be recorded• Link to be sent to attendees

Presentation posted to EMG Knowledge Center


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

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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

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Finding Health Information Online is on the Rise

80-89% of people ages 18-64 find health info online

70-79% of people ages 65-73 find health info online

And 50-59% of people ages 74+ find health info online

Source: Pew Internet & American Life Project, Generations Online 2010

FACT Finding health information online is the 3rd most popular activity following email and search

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Online Video Consumption is on the Rise

FACT More than 55% of older Boomers (ages 56-64) now watch online video, compared with 30% in 2008

FACT Percentage of all adult internet users who watch video online increased from 52% in 2008 to 66% in 2010

Source: Pew Internet & American Life Project, 2010

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Americans are Watching More Online Videos & Ads

FACT85% 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

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Source: comScore Video Metrix, October 2010


Educational Videos are Popular

1. Comedy or humorous videos2. News videos3. Educational videos 4. Movies or TV shows5. Music videos

Online video consumption across all video types is increasing

Source: Pew Internet & American Life Project, The State of Online Video, June 2010

FACT

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1 in 3 People Watch Health Videos

Health videos are the 6th most popular video category More consumers watch videos about health than videos about food,

celebrities or sports

Movie cli

ps & tr

ailers

News

HumorMusic

Wea

ther

Health

Full-l

ength

TV sh

owsFo

od

Celebrit

y

Full-l

ength

movie

s

Sports

Beauty

and fa

shion

Tech

nology

Gaming

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

50%

43% 42% 42%

37%35% 32%

30%27% 26%

22%18% 17% 16% 15%

Source: Google & OTX, Health Consumer Study, December 2009

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Types of Health Videos Watched

FACT consumers prefer health-related videos to be less than 5 minutes

FACT Many health consumers have watched videos about their specific health condition

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FACT Consumers enjoy watching educational videos related to specific conditions and those featuring experts such as doctors

FACT Consumers report that online health videos serve as a top resource when searching for medical conditions and prescription drug info


Video Ad Spending Projections

Video ad spending will double from a 5.5% share in 2010 to 11.3% in 2013

Video ad spending will escalate to 39% of overall online budget in 2011

2009 2010 2011 2012 2013 2014

$1.02 $1.42

$1.97

$3.03

$4.07

$5.71

US Online Video Ad Spending, 2009-2014 (billions)

2009 2010 2011 2012 2013 2014

Video 38.6% 39.5% 38.6% 54.2% 34.2% 40.4%

Banner Ads 3.8% 16.2% 11.4% 12.9% 7.0% 8.9%

Search 1.4% 15.6% 9.9% 13.6% 10.2% 10.8%

Rich Media -8.3% 4.6% 1.4% 2.1% -0.6% -2.5%

Email -27.9% -17.8% -0.2% 3.5% 3.2% 4.6%

US Online Ad Spending Growth, by Format, 2009-2014 - % Change

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Increased spending because: Increase in professional content Increase in viewing hours Technology improvement (HiDef) Improved targeting Better formats/more creative ads

Source: eMarketer, December 2010


YouTube is the #1 Online Video Site

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There are more online

video consumers than 1 year ago

2 out of 3 online

video viewers used Google/YouTube

Note: comScore, November 2008, comScore, October 2008

Who’s Watching Online Video? Everyone.

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YouTube is the #2 search engine

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Customized User Channels

Promoted Videos with Call-to-

Action

In-Video Display Ads with Video Targeting

3 Options for Success on YouTube

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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

Promoted Videos and Call to Action



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Engage your customers as they watch partner content

Target specific video content or partner channels

Invideo Display and Video Targeting Tool


EMGets Social:How 100 Healthcare Institutions Use Social Media to Communicate (YouTube edition)

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How Hospitals and Health Systems are Using YouTube

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

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Promotional

News Cove

rage

Specia

list

Employee H

ighlights

Patient Storie

s

Other Eve

nt

Health Tip

Announcement

Celebrity V

isit

Virtual T

our

Proce

dures

15.59%13.79% 13.61%

11.45% 11.26%

8.32% 7.95% 7.82%5.66%

1.98% 1.75%0.83%

Video Categories – Most Uploaded Videos

Source: EMGets Social: How 100 Healthcare Institutions Use Social Media to Communicate (YouTube edition)


How Hospitals are Using YouTube by Video Category

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

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Most Uploaded Videos

Most Viewed Videos Based on Top Video per Channel

Promotional

News Cove

rage

Specia

list

Employee H

ighlights

Patient Storie

s

Other Eve

nt

Health Tip

Announcement

Celebrity V

isit

Virtual T

our

Proce

dures

15.59%13.79% 13.61%

11.45%11.26%

8.32% 7.95% 7.82%5.66%

1.98% 1.75% 0.83%1.88%

4.34%

23.71%

3.73%

12.76%

18.74%

8.70%6.71%

2.59%0.69% 1.11%

15.04%

*Most viewed total: 933,999 video views*Uploaded Videos: Out of 2,175 Videos


How Hospitals are Using YouTube by Video Category

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

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Most Uploaded Videos

Most Viewed Videos Based on Top Video per Channel

Promotional

News Cove

rage

Specia

list

Employee H

ighlights

Patient Storie

s

Other Eve

nt

Health Tip

Announcement

Celebrity V

isit

Virtual T

our

Proce

dures

15.59%13.79% 13.61%

11.45%11.26%

8.32% 7.95% 7.82%5.66%

1.98% 1.75% 0.83%1.88%

4.34%

23.71%

3.73%

12.76%

18.74%

8.70%6.71%

2.59%0.69% 1.11%

15.04%

13.71%10.10%

10.42%

14.21%

*Most viewed total: 933,999 video views*Uploaded Videos: Out of 2,175 Videos


Promotional Videos – Most Uploaded Category

Commercials

Broadcast

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Specialist Videos - Most Viewed Category

Banner Health “Ask a Doctor” Series

Hospital-conducted doctor interviews

General narration by doctor to describe a

medical condition

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Patient Stories - 4th most viewed category

Patient testimonials generate views and engagement!

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Hospital Snapshot

St. Jude Patient Stories Video Playlist

Total of 19 videos Average of 11,857 views!

Top Video: 116,695 views, 168 comments

Source: http://www.youtube.com/user/MyStJude#g/c/64EC3A4B8921280D

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Other

Holiday greeting Entertainment

Creative videos introducing the hospital culture

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Best Practices for Video Content Creation and Optimization on YouTube

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Best Practices for Video Optimization on YouTube

#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 patientsTo grow a communityTo generate donationsTo showcase my hospitalTo feature a new medical technique

What does my video calendar look like?Diversify your video content! Test and analyze

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#1 Plan ahead, create a video content strategy

Strategic Opportunity:• Create a series of videos that talk about a

specific medical condition• Feature a doctor (specialist or procedure

videos)• Patient testimonials• Talk about treatment options

What is the Purpose of the Video?:• Inform researchers• Target keywords, capture more views

YouTube 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

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#2 Customize your YouTube channel

RECOMMENDED: Apply for a YouTube brand channel

Feature User Channel Brand Channel

Channel Banner No Yes, 960x150

Background Image Max 256 KB Unlimited/self-hosted

Auto-play featured video No Yes

Watch page banner No Yes, 300x45

More from [name] box expanded – on watch page

No Yes

Custom channel gadgets No Yes, 2 max, self-hosted

Advertising No (except around copyrighted material)

No

Cost Free Media investment*

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#2 Customize your YouTube Channel

Brand Channel User Channel

VS

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#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

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#4 Search optimize your videos to increase discoverability

Make it easier for users to find your channel and videos:

Create a catchy and relevant video title

Tag your videos with top searched keywords that are reflective of your content

Include important key phrases in your video description

Choose the best fit category for your video (Health, Education, Entertainment)

Title

Keywords

Category

Description

Source: http://www.youtube.com/watch?v=U2Y9YSvL-KE

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#5 Use YouTube annotations

A great way to organize your videos: URL annotations can be used to link multiple videos together if you have a video series

Annotations can be used to highlight specific parts of a video

Annotations can be used to build a great linking structure within your video

Do not include too many annotations that may distract the viewer

Link

More Videos

Source: http://www.youtube.com/user/mysteryguitarman

Channel views: 30,338,909

Total Upload views: 209,342,501

Subscribers: 1,666,058

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#5 Use YouTube Annotations

Example:

Links

Source: http://www.youtube.com/watch?v=dsmpjFN5xS0

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#6 Use your channel and videos as a portal to other content on your website

#7 Analyze YouTube insightsRECOMMENDED: 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

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#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 Now Visit Our Website Share this video with a friend

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YouTube Channel Evaluation:

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40Navigational links? Call-to-action button?

CTA Opportunity: Subscribe to our channel!


41 Relevant Video Title

Detailed Description

Keywords: “stress fractures” “marathon injuries” “sports injuries”

Branding

Specialist video featuring a doctor,

talking about a specific medical

condition


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Keywords: “athlete injury” “tibia stress fracture”

“runner groin pain” “metatarsal stress fracture” “femoral neck stress fracture”

Video length – Keep it under 5 mins

Suggested Improvements

Video lengthSplit into 2 videos


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Include annotations for links to your

website and links to other videos in your

playlist

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Online video represents a huge opportunity to reach your customers with a new, compelling format

YouTube is the home for online video. If your customer is online, they’re on YouTube!

YouTube offers solutions for any health advertiser, with the targeting and measurement to meet any campaign objective

Success on YouTube can be driven with 3 options: • User Channel• Promoted Video + CTA• InVideo Display + Video Targeting Tool

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Key Takeaways

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Q & A

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-EARTHwww.visitemg.com

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

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