Susan Shimel’s son needed specialized facial surgery that wasn’t available where they live in New York City. Her research led to two plastic surgeons—one in Boston and one in Baltimore: Patrick Byrne, director of Johns Hopkins Medicine’s Division of Facial Plastic and Reconstructive Surgery. Both surgeons appeared qualified, but seeing either of them would require travel. 

So, like many health care consumers, Shimel searched for videos on the Internet.

“We were on the fence and, frankly, the videos were instrumental in our decision,” says Shimel. “We felt a stronger connection with Dr. Byrne, and his videos gave us the confidence that he would do the best job.”

One of video’s greatest strengths is its power to connect with people on an emotional level. Johns Hopkins Medicine’s Marketing and Communications video producer Maureen Martin says video can provide a glimpse into a world out of reach for viewers. “We learned early on,” she says, “that creating a forum where real patients share their experiences and doctors speak candidly is extremely valuable to consumers making very serious decisions.”

Since Johns Hopkins Medicine’s YouTube channel was established, it has amassed more than 16,000 subscribers. During an eight-month period in 2015, the videos garnered a combined total of more than 1.3 million views.

Therese Lockemy, director of Internet marketing and social engagement, says sharing videos through social media, such as Facebook and Twitter, makes it possible to introduce a person interested in a specific health topic or procedure to an expert who can give them helpful information. “Video can accomplish it in a digestible and engaging way, by providing a face to go along with the doctor’s name and making a personal connection.”

Check out videos at youtube.com/JohnsHopkinsMedicine.