EVR’s digital team recently presented a webinar to the New England Society for Healthcare Communications (NESHCo) on digital marketing trends to implement in 2022. In this blog, we walk you through the importance of integrating YouTube ads into your healthcare campaign strategy.
YouTube is the single most-used digital video channel in the U.S., with over 80% of adults using the platform, more than both Instagram and Facebook. And, despite generational differences and preferences when it comes to healthcare selection, nearly every generation can be found on YouTube. While Baby Boomers value brand reputation and trustworthiness, Gen Xers value recommendations and Millennials value online reviews and referrals from friends. The great news is, you can incorporate these preferences into your YouTube strategy.
How can YouTube advertising be best used for healthcare marketing? Think of your channel as the go-to source for consumers to get all their pressing questions answered. When researching a healthcare organization, consumers likely want to know what a doctor looks like, sounds like, acts like. They want to know what to expect when they walk through the doors of your facility. They want to feel connected to their provider to build that aforementioned trustworthiness and brand reputation—not like just another number.
So how do you get started with using Youtube to answer these questions?
Youtube Ad Types
There are three types of YouTube ads you can use for your campaign: in-stream, discovery and sequential.
- In-Stream—These ads play before or during a video, where the viewer can choose to skip the ad five seconds after viewing. You will pay based on clicks or if the viewer watches at least 30 seconds (or to completion).
- Discovery—These ads appear alongside other related videos in YouTube search or on Google Display Network (GDN) websites. You will pay only if a viewer chooses to watch or click on your ad.
- Sequential—Ad sequencing updates the traditional model, allowing you to serve up a planned sequence of ads that tells a story to customers across their purchase journey.
Aside from ad types, there are also several ad formats (skippable, non-skippable, bumper and overlay) to choose from. So where do each of these formats work best? Use our cheat sheet to get started, or hear from Digital Marketing Director Mariah Ehrgott on best placements in our NESHCo video presentation:
Youtube Best Practices
- Include branding in first 5 seconds (before skip). This will ensure consumers who see your ads have a higher chance of recall of your hospital or healthcare brand when researching their next doctor’s visit.
- Test square and vertical creatives for mobile. See what users respond to.
- Experiment with creative variations. Try five or more variants using different calls to action (CTAs) & headlines. This will allow you to optimize future ads for what resonates with consumers most.
Importance of Organic Content
When a consumer clicks from your YouTube ad to your channel, what will they find? Just like with any paid platform, your YouTube strategy should go hand in hand with organic strategy. Consumers tend to use organic content to verify that a brand is legitimate and active on the web, social channels, etc. When it comes to organic content, consider adding some of the following:
- Useful health tips—Consumers look to healthcare providers as subject matter experts on public health. When it comes to organic content on your page, consider providing useful tips, such as illness and injury prevention, fitness tips or heart-healthy recipes, etc.
- Patient reviews—Testimonials from patients who have visited your hospital can make for great, easy-to-create kinetic text videos that showcase your healthcare organization in the light you want to be seen.
- Organization updates—Providing updates on your organization, such as any new hospital wing additions, updates to services provided, etc., can be useful information that shows your brand is up to date.
Whether you’re just getting started with video or you’re looking to up your game in the YouTube advertising department, these tips will ensure you’re getting the most bang for your buck.