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4 YouTube Best Practices for Healthcare Marketers

Marianne Aiello, for HealthLeaders Media, November 16, 2011

3. Keep the message positive

Many healthcare organizations are hesitant to use YouTube—or any social media, for that matter—out of fear that anonymous Internet users may write unfavorable comments on their posts and videos. This is a legitimate worry, but hospital marketers cannot afford to ignore social media and expect to cultivate a new generation of brand advocates.

There are some steps marketers can take to stave off negative comments without disabling comments altogether. Something as simple as keeping your video content positive will encourage viewers to respond in the same vein. LMC, with its 27,000 views, has never received a negative comment, Shelley says.

Sure, the odd disgruntled patient or relative may leave a nasty comment on even your most touching, uplifting video. But if you manage site comments daily—and you should—you can delete the comment and hope few people saw it before you got to it. Or you can take a direct approach by addressing the comment head-on by publicly replying and asking that the commenter send you a direct email so that you can investigate and rectify the situation.

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1 comments on "4 YouTube Best Practices for Healthcare Marketers"


Andrew B. (11/21/2011 at 9:36 AM)
The explosion of YouTube is based on the premise that everyone can do it. But that doesn't mean everyone can produce a great video. You need to be totally professional. That means you need consent forms for everyone in the video, especially patients. You shouldn't show logos or trademarks. You shouldn't disrupt workflows. Video technical specs need to be up to par. Editing needs to be tight. Good audio and proper lighting are essential. DO NOT hand a Flip cam to your staff and hope for the best.