Is YouTube advertising part of your health system\u2019s marketing strategy? If not, consider these three facts:<\/p>\n
For healthcare systems trying to attract and retain new patients, YouTube ads can be a highly effective vehicle. With an intrinsically engaging medium, a huge reach, and easy-to-use targeting and tracking tools, the possibilities abound. But to optimize your ROI, you need a sound strategy from the start.<\/p>\n
In this two-part blog series, we\u2019ll look at how YouTube advertising can benefit healthcare systems, the different types of YouTube ads, and tips for creating content that informs, entertains, and converts.<\/p>\n
YouTube is the second most visited website after Google, with billions of views every day from every corner of the world. It allows creators a high level of control when it comes to tailoring paid content to defined regions and interests. This combination of breadth and precision gives healthcare systems an unmatched opportunity to boost brand awareness, educate targeted demographics, and increase consumer base.<\/p>\n
Targeting can be tricky for healthcare systems \u2013 medical providers need to be very careful to adhere to current regulations, policies, and advertising platform parameters regarding demographic and geographic factors. But the beauty of YouTube is that its targeting tools can go beyond the standard criteria. Leveraging state-of-the-art AI technology, advertisers can zero in on specific age and lifestyles activities. Affinity segments like \u201crunning enthusiasts\u201d can be used to build brand awareness. And in-market audiences actively researching \u201cplantar fasciitis\u201d can be pinpointed to drive engagements. Some use cases include:<\/p>\n
On Google, your prospects might be searching for \u201cbest oncology practice\u201d but on YouTube, they\u2019re much more likely to be searching for things like \u201ctreatment options and survival rates for breast cancer.\u201d That calls for a more nuanced approach to keyword research, but it means you have the opportunity to more naturally reach prospects at significant decision points. Consider these case studies:<\/p>\n
YouTube\u2019s campaign controls also enable you to remarket to people who have interacted with your brand in some way but haven\u2019t made a commitment. You can customize the content that they see based on what actions they\u2019ve already taken and what your desired outcome is. We\u2019ve implemented many creative retargeting campaigns that draw from a range of data sources, like:<\/p>\n
People are drawn to engage and connect with other people, which is what makes social proof such an important element in healthcare marketing. Prospective patients are also more likely to trust someone they can relate to rather than an institution. With so many dynamic elements to employ \u2013 including dialogue, music, animated graphics, still images, and live footage \u2013 video is an ideal medium to tell compelling human stories that convey your organization\u2019s relationships and values. For instance:<\/p>\n
Perhaps YouTube\u2019s most distinctive attribute that sets it apart from traditional channels like TV is the ability to track each element\u2019s performance in real time and nimbly adjust as needed. The site\u2019s robust measurement tools let you see engagement levels, audience demographics, and performance compared to similar ads. Then, you can double down on what\u2019s working and nix what isn\u2019t:<\/p>\n
Last but not least, there\u2019s the question of money. You might know John Wanamaker\u2019s quip: \u201cHalf the money I spend on advertising is wasted; the trouble is, I don\u2019t know which half.\u201d With YouTube, that\u2019s less of an issue. Not only can you measure and optimize your individual campaign elements as noted above, but you can also define your own budget and bid preferences:<\/p>\n
The HIPAA Privacy Rule applies to YouTube videos. Be sure you have a solid HIPAA social media policy in place before you start creating YouTube videos. HIPAA prohibits the disclosure of ePHI on social media networks like YouTube without the express consent of patients. This includes any text about specific patients as well as images or videos that could result in a patient being identified. Before you create a video, be sure the script or storyboard is reviewed by your legal or compliance department.<\/p>\n
In Part 2<\/a> of this blog series, we\u2019ll cover the various types of YouTube ads you can choose from and some actionable tips for creating a successful YouTube campaign.<\/p>\n When you work with LIGHTSTREAM, you\u2019ve got a dedicated marketing team with a deep understanding of healthcare systems. We\u2019ve helped healthcare brands all across the country to connect meaningfully with their target audiences. Wondering what we could create together? Get in touch today<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":" Is YouTube advertising part of your health system\u2019s marketing strategy? If not, consider these three facts: Video is the king of content: Our brains are designed to absorb and retain audiovisual information. YouTube is\u00a0the go-to video platform: It reaches more U.S. adults than all cable TV networks\u00a0combined. 55% of marketers currently use YouTube: That\u2019s a […]<\/p>\n","protected":false},"author":7,"featured_media":2290,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"wds_primary_category":5,"footnotes":""},"categories":[5],"tags":[],"class_list":["post-2269","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-healthcare"],"acf":[],"_links":{"self":[{"href":"https:\/\/www.thelightstreamgroup.com\/old_bak\/wp-json\/wp\/v2\/posts\/2269","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.thelightstreamgroup.com\/old_bak\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.thelightstreamgroup.com\/old_bak\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.thelightstreamgroup.com\/old_bak\/wp-json\/wp\/v2\/users\/7"}],"replies":[{"embeddable":true,"href":"https:\/\/www.thelightstreamgroup.com\/old_bak\/wp-json\/wp\/v2\/comments?post=2269"}],"version-history":[{"count":5,"href":"https:\/\/www.thelightstreamgroup.com\/old_bak\/wp-json\/wp\/v2\/posts\/2269\/revisions"}],"predecessor-version":[{"id":2415,"href":"https:\/\/www.thelightstreamgroup.com\/old_bak\/wp-json\/wp\/v2\/posts\/2269\/revisions\/2415"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.thelightstreamgroup.com\/old_bak\/wp-json\/wp\/v2\/media\/2290"}],"wp:attachment":[{"href":"https:\/\/www.thelightstreamgroup.com\/old_bak\/wp-json\/wp\/v2\/media?parent=2269"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.thelightstreamgroup.com\/old_bak\/wp-json\/wp\/v2\/categories?post=2269"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.thelightstreamgroup.com\/old_bak\/wp-json\/wp\/v2\/tags?post=2269"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}
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