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Is Content Really King? An Objective Analysis of the Public's Response to Medical Videos on YouTube

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  • Tejas Desai
  • Afreen Shariff
  • Vibhu Dhingra
  • Deeba Minhas
  • Megan Eure
  • Mark Kats

Abstract

Medical educators and patients are turning to YouTube to teach and learn about medical conditions. These videos are from authors whose credibility cannot be verified & are not peer reviewed. As a result, studies that have analyzed the educational content of YouTube have reported dismal results. These studies have been unable to exclude videos created by questionable sources and for non-educational purposes. We hypothesize that medical education YouTube videos, authored by credible sources, are of high educational value and appropriately suited to educate the public. Credible videos about cardiovascular diseases were identified using the Mayo Clinic's Center for Social Media Health network. Content in each video was assessed by the presence/absence of 7 factors. Each video was also evaluated for understandability using the Suitability Assessment of Materials (SAM). User engagement measurements were obtained for each video. A total of 607 videos (35 hours) were analyzed. Half of all videos contained 3 educational factors: treatment, screening, or prevention. There was no difference between the number of educational factors present & any user engagement measurement (p NS). SAM scores were higher in videos whose content discussed more educational factors (p

Suggested Citation

  • Tejas Desai & Afreen Shariff & Vibhu Dhingra & Deeba Minhas & Megan Eure & Mark Kats, 2013. "Is Content Really King? An Objective Analysis of the Public's Response to Medical Videos on YouTube," PLOS ONE, Public Library of Science, vol. 8(12), pages 1-6, December.
    • Handle: RePEc:plo:pone00:0082469
    DOI: 10.1371/journal.pone.0082469
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    1. Russell-Bennett, Rebekah & Härtel, Charmine E.J. & Worthington, Steve, 2013. "Exploring a functional approach to attitudinal brand loyalty," Australasian marketing journal, Elsevier, vol. 21(1), pages 43-51.
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