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Health Marketing and YouTube Video

Posted Jun 15 2009 6:27pm

Run, don’t walk, to YouTube and setup your own channel. Have a hospital? Set up a channel for your hospital. Have a drug? Set up a channel for your disease state. Trying to get people to wash their hands, or take Vitamin C, or get their blood pressure checked more often? Setup a channel.

Nielsen Online estimates that YouTube gets almost 100 million visitors a month, which puts it right up with Google and Yahoo as one of the top 5 most visited websites on the Internet. And it’s still growing fast.

jnj_youtube Click over and look at the J&J channel on YouTube. Go ahead, I’ll wait until you come back… OK, you saw it?

In less than a year J&J has posted over 140 videos, and the top 20 most viewed have garnered a whopping 425,000 views. Additionally, they have over 1,000 loyal “subscribers” who are anxious to view new content as it’s broadcast (er, published?).

Unless you have a mega-brand that is driven by tons of expensive DTC TV ads, I’ll bet there are few product websites out there that get over 40,000 views a month. And when is the last time 1,o00 people asked to subscribe to your branded website?

Need more examples? The Mayo Clinic YouTube channel (with 365 videos) is a good approach for hospital marketers and of course I’ve written before about the amazing job the CDC is doing with their channel.

And the kicker is that web video is cheap. You probably have all kinds of video shot for other purposes that you could repurpose for the web. And you don’t even have to pay for a separate web site or video hosting. YouTube has it taken care of. It’s a mantra…video, video, video.


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