A part of the survey taken in Q4-2011 Online Video Marketing Survey and Video Email Trends Report includes the “Healthcare & Pharmaceutical” industry (4%) responding to the survey. Referring to the “Application Where Video Has Been Used” chart, the report stated that 67% of organizations post video to their website, and 61% post on social media sites; Virginia Mason posts videos to their website as well as the popular social media site, YouTube.
Virginia Mason Medical Center effectively uses video on their website. In fact you can see right on the homepage in the “Featured Video” section. The videos that they post relate to all sorts of information ranging from cancer, brain tumors to information about the center itself. They are all available on Virginia Mason’s YouTube account as well.
The website features different types of videos. For example, there are some regarding experiences that patients have had while they were admitted to Virginia Mason. For such a business, I think this is a great strategy to expose the services that they offer. It is a much better strategy to market their services rather than creating videos directly advertising their business. These sorts of videos appeal to individuals in similar situations. It appeals to them emotionally and that is a large part of marketing in any business. Hearing about an experience someone had with prostate cancer at Virginia Mason is going to appeal emotionally to someone else who may be in a similar situation or may have a family member in a similar situation.
Virginia Mason has an up-to-date YouTube account; however the videos that they post do not have many views. I believe that this due to the nature of the business. People would rather see videos that they can relate to. For example, on Virginia Mason’s YouTube account someone with colon cancer may view this video as it specifically lists “colon cancer” as one of its tags.
On the other hand someone looking at Boeing airplanes may view this video (also posted on Virginia Mason’s YouTube account). It lists “Boeing as one of its tags.
As shown by the examples above, you can see that Virginia Mason has a wide variety of videos on their YouTube channel. I would recommend updating their YouTube page more often, adding more video content. More stories about people’s experiences with Virginia Mason would be beneficial.
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