Friends have probably sent you links to funny videos. Your kids have probably posted some of their own. Perhaps you went to YouTube to watch a movie trailer. 

YouTube however is not just for entertainment as it can be used as a tool to promote your hospital.

YouTube is a video sharing website where users can upload, view and share video clips. The site uses technology to display a wide variety of user-generated video content, including movie clips, TV clips, and music videos, as well as amateur content such as video blogging and short original videos.

Unregistered users can watch the videos, while registered users are permitted to upload an unlimited number of videos. Accounts of registered users are called “channels”. YouTube is also a search engine. According to ComScore, search volume is second only to Google.

Some ways that YouTube can be utilized to promote your hospital:

• Establish a channel for the hospital first
• Upload commercials produced for television or cable broadcast
• Include patient stories on your channel. Testimonials can be more powerful and compelling than a third party. These can be expensively produced or “raw and real” and shot simply with a camcorder
• Post videos of select procedures (What does that new, non-invasive procedure look like?)
• Include videos of interviews/discussions with physician on relevant topics
• Produce and post a tour of your hospital’s facility (again can be produced or just shot “raw and reel” with camcorder)
• Present new technology or equipment with a video
• Improve your hospital’s recruitment efforts– feature an outstanding employee, let them tell the story about why someone would want to work for your company. This doubles as a great form of retention too!
• Embed your hospital’s YouTube videos other social media sites. For example, you are using Twitter for your hospital, so send out a tweet that references a particular procedure with a link to your YouTube video of the procedure/equipment.

To take full advantage of the opportunity that YouTube presents your hospital, the rules of search optimization must be applied (keywords, search terms, descriptions, links, etc). In addition, metrics on your videos can be tracked.

Who’s watching? How many times has a particular video been viewed? Also, your YouTube channel should be promoted in traditional media advertising, on your hospital’s website, and in your other social media marketing efforts.

As with any social media, it is best to enter as a spectator first. Watch, listen and learn. Check out what other hospitals are doing. Start with creating a channel and uploading commercials you already have produced and grow your channel from there.