YourFace HealthSpace: Healthcare Material and Medical Marketing Thriving on YouTube

As Google continues to dominate the search engine world with its up-to-the second reporting (Google Caffine), constant crawling, and coveted search engine results, it shouldn’t really be that big of a surprise that its subsidiary, YouTube, is also quickly gaining recognition and steam.  It might come as a surprise though, that YouTube isn’t growing most quickly because of its entertainment-geared video content, but because of its medically geared material.
Dubbed the second most popular search engine in April (second only to Google, of course), YouTube has reported that 32% of its over 180 million viewers are logging in to watch health related videos.  Even more important to doctors, pharmaceutical manufacturers, and medical marketers is that of that 32%, 79% are watching videos about their specific medical conditions.  This means that YouTube viewers, like Google search users still crave intensely personalized, specialized content.  This was after all the original novelty, and inspiration for the name, behind YouTube:  user generated content that was most enjoyed by individuals who posted, or knew the poster of, the content.
This direct self-filtering of content allows print advertisers, digital advertisers, and copy writers and even the bloggers working with them to tap into a niche specific demographic instantaneously (because users search especially for material of a particular subject matter) instead of having to cast a wide net (like traditional print-media and television advertising campaigns necessitated) only to be ignored by a large percentage of consumers.
While the shifting of digital advertising happens continually, if the explosive popularity of health knowledge on YouTube is any proof, the inclusion of visual media (like regularly updated, viral video on YouTube) will become a key component of most medical providers’ marketing strategy very soon.
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