Paid Media Trends: YouTube in Healthcare

Jenny Bristow, CEO & Founder of Hedy & Hopp, is joined by Miranda Ochsner, Director of Paid Media to discuss the evolving landscape of YouTube as a critical platform for healthcare paid media. They highlight YouTube’s significant reach and unique advantages compared to other streaming and social platforms. With over 75% of the US population consuming YouTube content, it is the most-watched streaming platform on TV (surpassing even Netflix!) — making it a powerful platform for healthcare marketers.Episode NotesStrategic Advantages for Healthcare MarketersPatient Education & Discovery: Patients often use YouTube to research symptoms and self-diagnose before consulting a professional. Video content helps simplify complex medical topics and introduces expertise earlier in the patient journey.Targeting and Measurement: The platform combines the broad reach of traditional TV with the granular targeting and measurement capabilities of digital media. Content Versatility: YouTube can effectively host various video formats, including repurposed Facebook ads or traditional 30-second TV spots.Retargeting Capabilities: YouTube allows for "in-platform" retargeting that enables healthcare marketers to deliver content, such as a multi-part educational series, to the target audience. Paid and Organic Synergy: Paid media on YouTube can expand an organization's reach to new audiences, while organic content builds long-term engagement.Connect with Jenny:Email: [email protected]: https://www.linkedin.com/in/jennybristow/Connect with Miranda:Email: [email protected] LinkedIn: https://www.linkedin.com/in/mirandamochsner/ If you enjoyed this episode, we’d love to hear your feedback! Please consider leaving us a review on your preferred listening platform and sharing it with others.