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6 Ways YouTube Connects With Patients

Marianne Aiello, for HealthLeaders Media, March 26, 2014

2. Highlighting Service Lines

University of Maryland Medical Center, which joined YouTube in 2007 and has 4,629 subscribers and more than 3.5 million views, recently uploaded a seven-minute-long video about its Liver Center.

The branded video introduces viewers to the center through the eyes of a patient, following his case study and introducing you to his doctors and providers along the way. "That was one of the best things to ever happen to me, coming to the University of Maryland," the patient said in the video. "I love this hospital and I love my doctors."

Not only does the patient's narrative take viewers through every step of the Liver Center's process and introduce each member of the care team, but it acts as an educational testimonial about that service line.

3. Featuring Specific Condition and Treatments

Since Mayo Clinic joined YouTube in 2006 it has gained more than 17,000 subscribers and achieved nearly 12 million views. Its robust video uploads cover a variety of topics, but the ones that caught my attention were those that deal with specific conditions and their treatment options.

A number of conditions are featured, from heart disease to hysterectomy to ulcerative colitis, and the videos range in length from two to seven minutes. By focusing on the conditions and their treatments, Mayo is able to showcase their expertise and also boost their search ratings for those looking up information about these ailments—since YouTube is owned by Google, that means any keywords featured in video titles will boost search engine optimization.

(Sure enough, the first video result found when I Googled "ulcerative colitis treatment" was the Mayo Clinic clip.)

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