To oversimplify massively, TV is already behind the curve. Over 10% of the UK population use BBC iPlayer every week on computers (and you don’t need a licence fee to do so either). But despite the superior viewing experience televisions offer, very few are used to view online content. There is a huge opportunity here and there is no doubt that TV is going to change in the next ten years, if not five.

Most people can watch TV on their phones but can’t get Google on their TV

The social web is all about engaging and interacting and this trend will migrate to TV. It’s just a matter of time… While this could manifest in many ways, YouTube offers some ideas on how interactive content can engage audiences in new and interesting ways.

To my knowledge, interactive videos are yet to make any big waves in the healthcare arena, but if the name of the game is to engage audiences directly, rather than providing a passive viewing experience, there is obvious application. Here are a few examples to provide an idea of what can be done…

The first is the Museum of Obsolete Objects – an effective demonstration of how good design can make a difference to the presentation of information (thanks to @alex__butler and his social media, technology & design scoop.it page).

There are some more amateur efforts also worth a look. Not least of which is the YouTube piano…

Several similar videos have also been created, such as the Batman VS Joker breakdancing game, ‘choose your own adventure’ treasure hunt, and even an interactive card trick video.

Marketers have also seized the day, most notably the Tippex video that allows the viewer freedom to choose whatever he wants the hunter to do with the bear…

… and Sprite Zero went for something strongly targeted at its core audience…

While critics might say these are gimmicks, they can be highly effective if used properly, and could become even more popular as technology advances.

The idea of customising viral videos to individual users is not new. MySpace ran a video in which your MySpace or Facebook profile picture becomes a framed picture Alisha Keys sings love songs to, or that 50 cent places on his wall. It was a big internet hit.

The return on investment for Old Spice will be phenomenal. Although we might be talking about a completely different setup for healthcare, there is still potential here. It’s all about thinking a bit laterally, being brave enough to become slightly detached from brand and product and create positive perceptions about an idea or subject.  More please…