For the medical professional, that’s a tough one. To engage your audience you need to go where they are. Part of context is making sure that you understand how your audience uses the communication channel you’re using. If I’m looking to get the attention of medical professionals, I don’t see them using YouTube or BlipTV as a regular part of their on-line professional activities. You might pick up a medical student here and there, but I don’t see those channels, even with a brand like UCLA, to be trusted enough to spend a significant amount of time searching for content.

That being said – I think UCLA was trying to reach informed care seekers, and communication channels like YouTube and BlipTV can be effective tools to get the content out in front of this audience. UCLA would likely see better results if they used shorter pieces on YouTube, or certainly shorter descriptions, that took the viewer back to their core site/communication channel. They probably could get good legs on their content at BlipTV as well, positioning and re-titling it as a series, then dropping a new “episode” every week. It’s a commitment, but one that pays off!

I’ll have more to say on context in the coming weeks.

Appreciate the feedback and the question!