Healthcare Nonprofit · Visibility · 6-month initiative
Case No. 05MyCARE
Found by the people who needed it most.
MyCARE is a nonprofit patient advocacy organization dedicated to improving outcomes for individuals affected by serious fungal diseases. The expertise existed. The distribution didn't. Over 6 months, we transformed MyCARE's YouTube channel from a modest educational archive into a rapidly growing platform, increasing video views from roughly 1,000 to over 100,000.
- Video views
- 1,095101,337
- Impressions
- 18,9131.23M
- Watch time
- 30.9 hrs951.7 hrs
- Subscribers
- 13208
The fog
Exceptional expertise. No distribution engine.
MyCARE possessed a strong library of educational content from credentialed clinicians and researchers. The challenge was not creating material; it was ensuring that patients, caregivers, and healthcare providers actively searching for fungal disease information could actually find it.
YouTube was functioning as a passive archive rather than an active discovery channel. Content was published without optimization, thumbnails were inconsistent, titles weren't aligned with search behavior, and there was no publishing cadence driving algorithmic momentum.
The plan
Discoverability first. Engagement second.
Rather than treating YouTube as a video hosting platform, we rebuilt it as a long-term educational distribution channel. Every optimization was evaluated through a single question: does this increase the likelihood that a patient searching for answers will find and watch this content?
- Optimized every existing video for discoverability before publishing new content
- Rebuilt thumbnail and title strategy around patient and clinician search behavior
- Established a consistent publishing cadence to maintain algorithmic momentum
- Prioritized audience retention over click volume
The results
From 1,000 views to over 100,000.
Every metric reflects organic growth: no paid promotion. Growth driven purely by content positioning, discoverability improvements, and audience retention strategy. Each row shows how many times over the metric multiplied; hover for the raw numbers.
Engaged views
viewers who stayed
Video views
total
Impressions
YouTube
Watch time
hours
Subscribers
channel
Click-through rate
thumbnails + titles
Multiplier = after ÷ before for each headline metric. Log scale, so a 2× and a 90× can share a page honestly.
Audience quality
Not just volume. The right audience.
For a nonprofit serving a niche medical audience, reach without engagement is meaningless. MyCARE's growth attracted genuinely interested viewers who consumed educational content at higher rates.
New viewer rate nearly tripled, from 13.1% to 34.7%: the channel was consistently reaching entirely new patients, caregivers, and healthcare professionals rather than cycling through an existing base.
Scope of work
Six months. Three workstreams.
01
Content strategy
- Educational content strategy
- Long-form video optimization
- Publishing cadence refinement
- Content organization + structure
02
Discoverability
- Thumbnail optimization
- Title optimization
- Metadata + tags
- Search visibility improvements
03
Performance iteration
- Audience retention analysis
- Analytics-driven iteration
- CTR improvement
- Organic audience growth strategy
Mission impact
Every additional view is a patient who found an answer.
For a nonprofit operating in a medically underserved awareness space, YouTube is not a marketing channel; it is a public health tool. Every impression is an opportunity for a patient to discover that their symptoms have a name, a diagnosis pathway, and a clinical community working on their behalf.
The 9,155% increase in views over 6 months represents a measurably larger number of patients, caregivers, clinicians, and researchers who discovered MyCARE's educational resources compared to the 6 months prior.
Educational organizations don't succeed by producing more content. They succeed by ensuring the right audiences actually discover and engage with it.
- Video views
- +9,155%
- New viewer rate
- 34.7%
- Impressions
- 1.23M
6-month growth
from 13.1%
in reporting period
Results are specific to this client and period, from client-provided or platform data. They are not typical or guaranteed; outcomes depend on your business, market, budget and other factors.
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