Some of MUSC's ads have been viewed over 500 times. While that may not seem like a lot compared to the viewership a network TV spot can reach, the viewers watching the videos on YouTube are likely more engaged because they either searched for related key words, were already on the hospital's video channel, or were sent the video by a friend or relative.
6. Creating a Social Media Hub
While it seems many hospitals have chosen not to do this, YouTube allows organizations to brand and customize their channel. University of Michigan Health System has done an excellent job of this by creating an eye-catching layout that highlights their video content and links users to their other social accounts, including Twitter, Facebook, and Pinterest.
The health system, which joined YouTube in 2008 and has 2,800 subscribers and 3 million views, has divided its videos into five categories: Featured, patient stories, patient education, research & innovation, and physician profiles. Everything is laid out in a way that makes you want to click around and listen to what each of the video's speakers has to say.
Beneath the video features, the health system has embedded its Twitter feed and invites users to "Join the conversation" by adding a comment via YouTube, Facebook, or Twitter. The top banner of its channel page reads like a website, allowing users to find a doctor, look up directions, and learn more about the health system's services.
YouTube has proven to be a critical application in any hospital marketer's social media tool belt. By following the lead of the organizations listed here, maybe the next time a bored patient opens his YouTube app, the video they find will have been posted by you.