YouTube is often notoriously associated with popular scandals and controversial videos over the internet. However, it should not to be regarded as a tarnished tool for entertainment alone. Hospital marketers can and have been using YouTube as an effective marketing tool. However, there are four crucial best practices healthcare marketers can use for more success with YouTube.
1. Explore the Viewer’s Emotion: Marketers using YouTube must target capturing the emotion of the viewer with the contents of the video as a best practice. Catching the attention of the audience on YouTube is not as easy, because most people are hooked on the television instead. Therefore, the content on YouTube must be one that captures the attention of the audience within the first five seconds. If not the audience clicks away and moves on. For example, the video made by LMC (Lexington Medical Center) on breast cancer awareness was viewed by more than 150,000 YouTube viewers. This video helped LMC win the Medline’s Pink Glove Dance video contest. The same video won 61,000 votes from Facebook users and won the national video contest for its best practices.
2. Promote Your Videos: In order to be able to use YouTube successfully and to make the most out of it, hospital marketers must have a solid foundation on social media. Promoting your videos through the Facebook or Twitter account of your company by using YouTube is the easiest marketing best practice. Most times, internet users do not go out of their way to look for you video. Putting them up on Facebook and Twitter is the easiest and quickest way to get the attention of your viewers. The more the “Like” clicks you get, the more its popularity increases. In addition to these, releasing your videos in press releases is also a promotion best practice. Another latest method of marketing is the QR code. Including this in the link to your latest video, internal and external advertisements that can be printed, is also an effective best practice.
3. Spread Positivity: Most healthcare organizations fear using social media for a number of issues. Most likely, healthcare organizations are concerned with protecting their reputation and do not want to be associated with notorious activities. Sometimes, it is the fear of having unfavorable comments from viewers. Although these are legitimate concerns, it does not mean that not using YouTube to its maximum potentials for marketing is a best practice.
There are bound to be disgruntled and dissatisfied patients that will leave negative comments no matter what. Healthcare organizations can simply deal with this problem by disabling “comments” tags altogether. In addition, make sure the video contents are not negative in any way to attract or spread negative sentiments or emotions in the viewers. Another positive best practice will be responding to the negative comments by asking the patient or person to send you a personal email and details so that you can look into the problem. This way you can make negative comments turn into positive ones.
4. Keep Content Relevant and Fresh: Social media is all about being fresh and relevant. No one likes to see the same content he or she has seen on the website for more than a few weeks. Preferably, keep your websites updated on a weekly basis as a best practice.
These are the four crucial best practices for healthcare marketers using YouTube.