A strategic state of mind

Improving digital communications

Frequently Asked Questions about Anesthesia

  • WHO: Department of Anesthesiology
  • WHERE: Hospital for Special Surgery
  • HYPOTHESIS: Integrating YouTube video into FAQ section while promoting parallel series on YouTube would result in higher page views, search engine referrals, and time spent on page.
  • PLAN: Identify and prep anesthesiologists for short (90 second) video clips detailing the answers they give patients to their most common questions – embed on FAQ page and improve YouTube search engine optimization. Shorten videos for Facebook and add in captions.
  • RESULTS: FAQ page is the top performing page from the Dept. of Anesthesiology in 2016 with an increase of nearly 25% in engagement of all HSS videos from the year prior.