In 2010, 85% of the US online population watched a YouTube video and consumers watched an average of 1.9 billion YouTube videos per day. Created in partnership with Google, this webinar will focus specifically on online video search and consumption behavior of health consumers, complete with health video statistics via YouTube and our own research which outlines how 100 hospitals are using YouTube as a broadcast channel. We will also share best practices for video content creation, optimization and advertising on YouTube for hospitals, medical centers and medical companies, and one audience member will receive a free consultation focusing on their institution's YouTube page! From this webinar you will gain a better understanding of: 1. The growth of online video consumption and the types of videos health consumers are searching for and watching 2. The key benefits of using YouTube for video content creation and video advertising 3. How some hospitals are using YouTube to communicate with their communities

1. Healthcare Webinar Series HEALTHCARE AND ONLINE VIDEO: How to Use YouTube to Engage Health Consumers Presented by Jessica Liu, Twitter @jaielle EMG, Digital Marketing Manager & Katie Girskis Google, Account Manager Follow @EMGtheagency, #EMGyoutubewebinar

3. Headquartered in Orange County, CA

4. Established in 1999

7. Webinar presentation will be recorded

8. Link to be sent to attendeesPresentation posted to EMG Knowledge Center

9. Learning Objectives From this webinar you will gain a better understanding of: The growth of online video consumption and the types of videos health consumers are searching for and watching The key benefits of using YouTube for video content creation and video advertising How some hospitals are using YouTube to communicate with their communities Best practices for video creation and optimization on YouTube 5

10. Agenda Facts on Health Information Online YouTube the #1 Online Video Site EMG Study: How 100 Healthcare Institutions use YouTube to Communicate Best Practices on YouTube YouTube Channel Evaluation Key Takeaways Q&A 6

12. 70-79% of people ages 65-73 find health info online

13. And 50-59% of people ages 74+ find health info onlineSource: Pew Internet & American Life Project, Generations Online 2010

14. Online Video Consumption is on the Rise 8 FACT Percentage of all adult internet users who watch video online increased from 52% in 2008 to 66% in 2010 FACT More than 55% of older Boomers (ages 56-64) now watch online video, compared with 30% in 2008 Source: Pew Internet & American Life Project, 2010

15. Americans are Watching More Online Videos & Ads 9 FACT 85% of internet users viewed at least one video 73% of video viewers viewed at least one video ad 175 million online video views Year-over-year growth in video views is 71% Viewing time per viewer is 15.1 hours Source: comScore Video Metrix, October 2010

16. Educational Videos are Popular 10 FACT Online video consumption across all video types is increasing Comedy or humorous videos News videos Educational videos Movies or TV shows Music videos Source: Pew Internet & American Life Project, The State of Online Video, June 2010

17. 1 in 3 People Watch Health Videos 11 Health videos are the 6th most popular video category More consumers watch videos about health than videos about food, celebrities or sports Source: Google & OTX, Health Consumer Study, December 2009

18. Types of Health Videos Watched 12 FACT Many health consumers have watched videos about their specific health condition FACT Consumers enjoy watching educational videos related to specific conditions and those featuring experts such as doctors FACT consumers prefer health-related videos to be less than 5 minutes FACT Consumers report that online health videos serve as a top resource when searching for medical conditions and prescription drug info

20. Increase in viewing hours

21. Technology improvement (HiDef)

22. Improved targeting

23. Better formats/more creative adsUS Online Ad Spending Growth, by Format, 2009-2014 - % Change Source: eMarketer, December 2010

24. 14 YouTube is the #1 Online Video Site

25. 15 Who’s Watching Online Video? Everyone. There are more online video consumers than 1 year ago 2 out of 3online video viewers used Google/YouTube YouTube is the #2 search engine Note: comScore, November 2008, comScore, October 2008

26. 3 Options for Success on YouTube Promoted Videos with Call-to-Action In-Video Display Ads with Video Targeting Customized User Channels 16

27. Promoted Videos and Call to Action Highlight your video content and win new customers Use your Promoted Video to drive traffic to your site http://www.youtube.com/user/curebadbreath?v=nFeb6YBftHE&feature=pyv&ad=4311109895&kw=orabrush#p/u/2/p4tuTi8_z6Q 17

28. Invideo Display and Video Targeting Tool Target specific video content or partner channels Engage your customers as they watch partner content 18

29. 19 EMGets Social:How 100 Healthcare Institutions Use Social Media to Communicate (YouTube edition)

30. How Hospitals and Health Systems are Using YouTube 20 EMGets Social: How 100 Healthcare Institutions Use Social Media to Communicate (YouTube edition) Quick Methodology Overview: Randomly selected sample of 100 hospitals 87 had a YouTube Page 2,175 total videos examined across 87 hospitals Identified 12 video categories Source: EMGets Social: How 100 Healthcare Institutions Use Social Media to Communicate (YouTube edition)

31. How Hospitals are Using YouTube by Video Category 21 Over 15% of uploaded videos are Promotional From the top viewed video per channel, Specialist videos accounted for 24% of all views followed by Others, Procedures and Patient Stories Promotional Videos only account for 2% of views Categories with the biggest percentage difference between uploaded videos and most viewed videos are:1) Procedures 2) Promotional 3) Other 4) Specialist Most Uploaded Videos Most Viewed Videos Based on Top Video per Channel *Most viewed total: 933,999 video views *Uploaded Videos: Out of 2,175 Videos

32. How Hospitals are Using YouTube by Video Category 22 Over 15% of uploaded videos are Promotional From the top viewed video per channel, Specialist videos accounted for 24% of all views followed by Others, Procedures and Patient Stories Promotional Videos only account for 2% of views Categories with the biggest percentage difference between uploaded videos and most viewed videos are:1) Procedures 2) Promotional 3) Other 4) Specialist Most Uploaded Videos Most Viewed Videos Based on Top Video per Channel 10.10% 10.42% 13.71% 14.21% *Most viewed total: 933,999 video views *Uploaded Videos: Out of 2,175 Videos

33. 23 Promotional Videos – Most Uploaded Category Commercials Broadcast

34. Specialist Videos - Most Viewed Category 24 Hospital-conducted doctor interviews Banner Health “Ask a Doctor” Series General narration by doctor to describe a medical condition

35. Patient Stories - 4th most viewed category 25 Patient testimonials generate views and engagement!

36. Hospital Snapshot 26 Top Video: 116,695 views, 168 comments St. Jude Patient Stories Video Playlist Total of 19 videos Average of 11,857 views! Source:http://www.youtube.com/user/MyStJude#g/c/64EC3A4B8921280D

37. Other 27 Entertainment Holiday greeting Creative videos introducing the hospital culture

38. 28 Best Practices for Video Content Creation and Optimization on YouTube

39. Best Practices for Video Optimization on YouTube 29 #1 Plan ahead, create a video content strategy What types of video will engage my audience? Patient testimonials? Medical condition focused? Tone: humorous, informational, inspirational? What is the purpose of the video? To inspire patients To grow a community To generate donations To showcase my hospital To feature a new medical technique What does my video calendar look like? Diversify your video content! Test and analyze

41. Feature a doctor (specialist or procedure videos)

42. Patient testimonials

44. Target keywords, capture more viewsYouTube Search Trends: Top searched keywords on YouTube are correlated to Google search trends Recommendation: Work with an agency to better understand keyword search trends and develop a strong keyword targeting strategy

45. Best Practices for Video Optimization on YouTube 31 #2 Customize your YouTube channel RECOMMENDED: Apply for a YouTube brand channel

46. Best Practices for Video Optimization on YouTube 32 #2 Customize your YouTube Channel Brand Channel User Channel VS

47. Best Practices for Video Optimization on YouTube 33 #3 Create good quality videos (preferably HD) for a great viewing experience There’s nothing worse than a fuzzy video image and out-of-sync audio

49. Tag your videos with top searched keywords that are reflective of your content

50. Include important key phrases in your video description

51. Choose the best fit category for your video (Health, Education, Entertainment)Title Description Category Keywords Source: http://www.youtube.com/watch?v=U2Y9YSvL-KE

53. Annotations can be used to highlight specific parts of a video

54. Annotations can be used to build a great linking structure within your video

55. Do not include too many annotations that may distract the viewerMore Videos Channel views: 30,338,909 Total Upload views: 209,342,501 Subscribers: 1,666,058 Link Source: http://www.youtube.com/user/mysteryguitarman

56. Best Practices for Video Optimization on YouTube 36 #5 Use YouTube Annotations Example: Links Source: http://www.youtube.com/watch?v=dsmpjFN5xS0

57. Best Practices for Video Optimization on YouTube 37 #6 Use your channel and videos as a portal to other content on your website #7 Analyze YouTube insights RECOMMENDED: Keep your videos to less than 5 minutes Check analytics to see which videos are being viewed most, demographic data of subscribers, and Hot Spots to measure audience attention Links

58. Best Practices for Video Optimization on YouTube 38 #8 Brand your video with your logo Include your logo on your videos and/or include your hospital, medical center name in the video title and keyword tag #9 Allow users to rate and comment on your video Monitor and analyze comments, Likes/Dislikes #10 Include a call to action (CTA) You can do so creatively with CTA language and annotations within the video Donate NowVisit Our WebsiteShare this video with a friend

59. 39 YouTube Channel Evaluation:

60. 40 Navigational links? Call-to-action button? CTA Opportunity: Subscribe to our channel!

62. Specialist video featuring a doctor, talking about a specific medical condition

63. Branding

64. Detailed Description

66. 43 Include annotations for links to your website and links to other videos in your playlist

68. Promoted Video + CTA

69. InVideo Display + Video Targeting Tool44

70. Q & A 45 Thank You! Contact us today to learn how EMG can apply its expertise in healthcare social media best practices and more to a number of your campaigns!Toll Free: (866) 62-EARTH www.visitemg.com FULL WEBINAR AVAILABLE TOMORROW AT: Earthboundmediagroup.com/emg/home/ knowledge-center/webinars.html Youtube.com/earthboundmediagroup Slideshare.net/EarthboundMediaGroup Vimeo.com/channels/earthboundmediagroup STAY CONNECTED WITH EMG: Twitter.com/EMGtheAgency Facebook.com/earthboundmediagroup Linkedin.com/company/40574 NEXT WEBINAR: Thursday, February 10th 11AM-12PM (PST)/2PM-3PM (EST) Healthcare and Lead Generation: How to Target Health Consumers Online https://www2.gotomeeting.com/register/434989778