Everyday Health last month launched a YouTube channel, responding to a hunger for health video and an audience that SVP, corporate branding Laura Klein calls “people who have decided to take an action”—people who spend twice as long on pages with videos, fueling a 46% higher click-through rate on ads with video pages than on those without.
The health portal is launching the channel with 10 hours of new programming, with plans to add 90 minutes of content every week. The company said the YouTube platform offers flexibility that broadcast does not—if audiences aren’t interested, Everyday Health can retool content.
From the May 01, 2012 Issue of MM+M - Medical Marketing and Media
