No sooner than after we finished publishing our healthcare online video SEO blog series, eMarketer released some extremely interesting figures about ways that Internet users want hospitals to use online video and new media.
Click image to see full-size image.
Although the survey data also included figures for other industries and sectors, healthcare was often at the top (or bottom) of most categories:
• 31%: Solve my Problems/Provide Product Service Information
• 31%: Offer Me Incentives
• 26%: Solicit My Feedback on Products/Services
• 25%: Develop New Ways for Me to Interact with Brands
• 19%: Entertain Me
• 19%: Market to Me
What the Figures and Findings Mean to Healthcare Marketers
Extrapolating the real meanings of these findings doesn’t require too much thought, whether looking at the top or bottom ends of the results:
• At the top, users want healthcare videos to provide solid reasons to come to your hospital. If it’s not a solution to their specific problems, then it’s an incentive that users desire—of which both are quite presumably being measured against what your competitors can or can’t deliver.
• At the bottom, users clearly don’t want to waste their time. Most healthcare marketers would likely not create videos that are designed to purely entertain visitors, but they might be inclined to use video to explicitly or aggressively market their brands. At any rate, neither are users want.
Do you agree with the results? Do they compare to objectives for your hospital’s online videos? What else do you think users want or don’t want?
Derek Rudnak | Communications Specialist | AVID Design
AVID Design offers full-scale and mobile healthcare video production solutions.
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on Friday, February 5th, 2010 at 9:10 am and is filed under Analytics and Metrics, Online Video / Rich Media, Web 2.0.
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