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DHC Klick Social Media Landscape Q1 2013 Reference (c)Presentation Transcript
SOCIALMEDIALANDSCAPE:PHARMACEUTICALANDDEVICEBEST IN CLASS DigitalHealthCoali-on+KlickHealth/Q152013
ABOUTTHISPROGRAMThis Landscape document is meant to be a thought-starter for those in the healthcare field who areconsidering social media. It represents a cross section of the accounts that are showing the bestpractices in the industry, with a few wildcards thrown in to show different elements of social mediathat we consider important.When reading this deck, it is important to remember that this is the pharmaceutical industry. A goodnumber of followers or engagements for this industry is orders of magnitude lower than the consumerbrands that also populate the channels.The accounts that are profiled are chosen from the full list available at the Digital Health Coalition.Many of these companies are clients of Klick Health, and some engage Klick Health in socialprojects.We have broken the list down by channel and type. For example we start with Facebook for brandedpharmaceutical pages then look at Facebook for corporate pages.Each channel has a set of criteria by which we measure the effectiveness of the account. There is acertain level of interpretation and professional opinion in these assessments, and you may not agreewith our analysis, or you may think we should have reviewed different accounts, or, just maybe youagree with our choices. Whatever your opinion, we want to hear from you.Reach out to us on Twitter at @digitalhealthco or @klickhealth.
TABLE OF CONTENTSSelect a brand to view a specific case study. To Navigate back to the table of contents, click the logos on the bottom right.Facebook Twitter YouTubeBRANDED BRANDED BRANDEDI am Generess Race with Insulin Psoriasis MattersFluMist OneTouch ViagraGilenya Go Accu-Chek Your Injection-Pen Center (Novo Nordisk)AxonaLunestaCORPORATE CORPORATE CORPORATEGlaxoSmithKline GlaxoSmithKline Johnson & JohnsonPfizer Novartis PfizerBayer Millennium Bausch + LombMillennium
BRANDED / FACEBOOK / GENERESS OVERALLRATING: !!! A page devoted to the Generess charitable program: I Am Generess as well as branded product information.
BRANDED / FACEBOOK / GENERESS OVERALLRATING: !!!BRANDED CHARITABLE PROGRAM FOR BIRTH CONTROL PILL. CATEGORY NOTES RATING Popularity 23,142* likes, slowing editorial and engagement !!! Editorial Combines news about charitable programs with links to website tools and !!! videos. Does not mention drug indication. The editorial becomes repetitive after a while. Comments Best interaction on copay program extension 2013, some moderation of !!! comments, active wall Engagement Page engages in Likes, promotes secondary groups such as RAINN !!! Apps Repurposed apps from website which are still interactive, links to Facebook !!! App for integration Integration Links from both branded product and charity sites to the Facebook page. Links !!! from editorial to corporate drug information, both charity and copay programs, and YouTube videos on the branded channel. Websites also allow direct sharing on Facebook. Regulatory Has indication and branded charity program with ISI in More Information box. !!! Indication not mentioned in editorial stream.*ASOFJAN,2013
BRANDED / FACEBOOK / GENERESS OVERALLRATING: !!!WHAT WE CAN LEARN FROM THIS PAGE:This page is devoted to a charitable campaign baked into the brand itself. As areflection of this campaign the Timeline contains items that the audience findsworthy of sharing.Call outs to the relevant brands provides more community integration. Notsurprisingly, the 3rd party associations do not link back, but Generess still getssome credit from its audience for promoting these groups.
BRANDED / FACEBOOK / FLUMIST OVERALLRATING: !!! The branded flu vaccine page for FluMist featuring the cheeky “Pick your nose” campaign.
BRANDED / FACEBOOK / FLUMIST OVERALLRATING: !!!BRANDED FLU VACCINE PAGE. CATEGORY NOTES RATING Popularity 26,381* likes, engagement declines later in the month !!! Editorial Content is interesting and lively, but quickly becomes repetitive. The timeline !!! needs more images and Facebook-formatted links (rather than Bit.ly shortened links). Comments Comments off !!! Engagement Posts are regularly shared by 1-2 users, uses polls to drive some engagement !!! without comments Apps Poll app interesting but hard to see why it’s better than embedded Facebook !!! polls, share app ok, but similar difficulty Integration No links out to external properties, link from website to Facebook !!! Regulatory Brand and indication mentioned together, ISI in the More Information box !!! and on App tab*ASOFJAN,2013
BRANDED / FACEBOOK / FLUMIST OVERALLRATING: !!!WHAT WE CAN LEARN FROM THIS PAGE:The campaign’s mix of humor with a serious message is a good match with theFacebook platform.With a seasonal product like this we would expect to see engagement fall off inthe spring.With both this page and I am Generess we see a good use of repurposedmaterials from the brand website incorporated into Facebook Apps. Note thatthese App versions are specially formatted, they are not just website materialstaken as-is.The formatting of links to Facebook is an issue and is most likely caused by theuse of a social CMS such as HootSuite.
BRANDED / FACEBOOK / GILENYA GO OVERALLRATING: !!! A branded product page that sets the standard for traditional pharmaceuticals on Facebook.
BRANDED / FACEBOOK / GILENYA GO OVERALLRATING: !!!BRANDED PRODUCT PAGE. CATEGORY NOTES RATING Popularity 13,908* likes, recent spike in engagement !!! Editorial Content is focused on Patient spokespersons and shows visitors that there !!! is a rich support community available Comments Comments off !!! Engagement Positive images get massive (for the category) shares. For example, 7,841 !!! shares for the inspirational image shown on the next page Apps Video libraries from website available in Apps, reformatted for Facebook !!! Integration No links out to external properties, link from website to Facebook !!! Regulatory Brand and indication mentioned together, ISI in More Information box !!! and on App tab. More information box always visible on the Facebook page.*ASOFJAN,2013
BRANDED / FACEBOOK / GILENYA GO OVERALLRATING: !!!WHAT WE CAN LEARN FROM THIS PAGE:Focus on patients helping patients (even with the caveat that they are paidspokespeople) is a strong approach for Facebook’s social base.Some of the inspirational images get the most shares of any topics found in thepharmaceutical space, nearly 8,000 for the one at the right.Experiment with different media types and messages to find what works for youraudience, then do more of that, and repeat.
BRANDED / FACEBOOK / AXONA OVERALLRATING: !!! A branded product page for an Rx functional food. This page follows the same rules as other Rx products.
BRANDED / FACEBOOK / AXONA OVERALLRATING: !!!BRANDED PAGE FOR Rx FOOD SUPPLEMENT FOR ALZHEIMER’S PATIENTS. CATEGORY NOTES RATING Popularity 6,984* likes, recent activity driving bump in engagement !!! Editorial Solid condition research news and lifestyle tips. Some video, not extensive. !!! However, content not updated since December, 2012. More consistent editorial schedule needed. Comments Comments off !!! Engagement Small number of followers reduces shares, may improve if current spike in !!! engagement continues, no polls or other safe forms of engagement Apps Text only, no reason to interact !!! Integration Links from branded website to the Facebook page. Links from editorial to !!! corporate drug information. Regulatory Has indication and brand together on page with ISI difficult to find !!!*ASOFJAN,2013
BRANDED / FACEBOOK / AXONA OVERALLRATING: !!!WHAT WE CAN LEARN FROM THIS PAGE:The editorial plan evident on this page plays well to the condition-relatedissues that patients and caregivers will be drawn.It is hard to say what is driving a recent spike in engagement numbers (Likesand Talking About) but there is a large amount of variability in Facebookengagement so there may not be an external explanation.The lack of posts since December, 2012 shows the importance of aconsistent editorial strategy.
BRANDED / FACEBOOK / LUNESTA OVERALLRATING: !!! This is one of the older branded product Facebook pages. As such, it tends to adhere to earlier standards of acceptable behavior on Facebook.
BRANDED / FACEBOOK / LUNESTA OVERALLRATING: !!!BRANDED PRODUCT PAGE CATEGORY NOTES RATING Popularity 26,461* likes, variable attention to channel !!! Editorial Timeline contains a good assortment of visuals, links, and polls in its posts. !!! Indication never directly mentioned which causes some awkward posts and forces the use of bit.ly links in places. Comments Comments off !!! Engagement Posts are regularly shared by 1-2 users, uses polls to drive some engagement !!! without comments Apps Used Facebook Events app in 2012 but has not repeated, Follow the Wings !!! game is well executed but has limited utility for the target audience, videos are potentially interesting to the audience but using Facebook vs. YouTube may reduce view count there Integration Links out to website but website does not reciprocate !!! Regulatory ISI in the Products box and on App tab, the About box uses “reminder ad” style !!! in that it does not mention indication to keep page shares compliant, the word “sleep” does not appear on the Timeline*ASOFJAN,2013
BRANDED / FACEBOOK / LUNESTA OVERALLRATING: !!!WHAT WE CAN LEARN FROM THIS PAGE:This page is a reasonable use of Facebook, but theengagement style hasn’t been updated since itsinception.From a regulatory standpoint, it has the least indication orcondition mentions of the branded pages. This makes itinherently safer than other editorial strategies, but thenature of the Timeline is that some indication referenceswill bleed in.The use of Facebook Polls allows for some interactioneven with comments turned off.
CORPORATE / FACEBOOK / GLAXOSMITHKLINE OVERALLRATING: !!! The GSK corporate page on Facebook has the highest fan base of the pages reviewed.
CORPORATE / FACEBOOK / GLAXOSMITHKLINE OVERALLRATING: !!!BRANDED PRODUCT PAGE CATEGORY NOTES RATING Popularity 73,122* likes, fan base increases engagement levels !!! Editorial Editorial direction has cycles with intense focus on an issue for a month, in !!! January it was Neglected Tropical Diseases, plus corporate information, and career news. Good use of imagery in the Timeline. Comments Comments and shares on posts fairly consistent, good involvement by fan !!! base. Some moderated (removed) comments apparent. Engagement Channel is mostly outbound messaging, however page owners do respond to !!! comments when necessary re: patient questions and news questions and are not afraid to tackle controversial subjects. Apps Apps provide the terms and conditions and highlight GSK’s involvement in the !!! London Olympics. Integration is enhanced with YouTube and Twitter apps that integrate those channels. Integration Links out to GSK unbranded properties such as More than Medication and 3rd !!! party sites. Also links to GSK YouTube videos and guest posts on other blogs. Social Apps also encourage cross-pollination. Regulatory No products mentioned, links only to neutral properties and corporate !!! materials.*ASOFJAN,2013
CORPORATE / FACEBOOK / GLAXOSMITHKLINE OVERALLRATING: !!!WHAT WE CAN LEARN FROM THIS PAGE:The visual nature of the Timeline demands imagery tocatch viewers’ attention. Concentration on a topic for arelevant period maximizes the number of fans who willsee the material.The ability to engage in even difficult topics in a robustmanner helps the brand and plays well on socialchannels, as does responding to patient questions.Finally, there is no substitute for the amplificationavailable when you have a large (for the industry) fanbase.
CORPORATE / FACEBOOK / PFIZER OVERALLRATING: !!! Pfizer combines its rich history with current philanthropic and charity initiatives. Integration with the "Get Old" campaign makes good use of the channels reach.
CORPORATE / FACEBOOK / PFIZER OVERALLRATING: !!!WHAT WE CAN LEARN FROM THIS PAGE:The focus on both corporate giving and employee charitable activities showsthe commitment to community in the company.The historical images are fun and reinforce Pfizer’s position as a US pioneer inpharmaceutical development.Integration with corporate unbranded campaigns such as Get Old reinforcesboth properties.
CORPORATE / FACEBOOK / BAYER OVERALLRATING: !!! A solid corporate Facebook presence with a focus on governance and science but with the occasional dose of fun as well.
CORPORATE / FACEBOOK / BAYER OVERALLRATING: !!!BRANDED PRODUCT PAGE CATEGORY NOTES RATING Popularity 79,055* likes, consistent high engagement !!! Editorial Posts follow corporate standards for Facebook pages: corporate social !!! responsibility, global initiatives, historical photos, links to corporate blog, etc. There is also some humor to liven up the Timeline. Good use of highlighting (full width on Timeline) on important posts. Comments Approximately 50% of posts have comments, only a few noticeable moderated !!! (removed) comments. Engagement Moderate level of engagement on most posts. Humorous “Gangnam Style” !!! video has the most shares and comments in recent Timeline. Apps Traditional use of Apps for corporate information and commenting rules, some !!! sharing tools such as My Bayer Story and some music events. Integration Integration with other social platforms such as YouTube, some links to website !!! and blog, link from website to Facebook. Regulatory No products mentioned, links only to neutral properties and corporate !!! materials.*ASOFJAN,2013
CORPORATE / FACEBOOK / BAYER OVERALLRATING: !!!WHAT WE CAN LEARN FROM THIS PAGE:A good, solid corporate brand page on Facebook with something for themost common audience types: employees, potential employees, friendsof employees.Humor gets the most shares and comments.Corporate governance gets the most editorial space. The focus onemployees is a good practice.
CORPORATE / FACEBOOK / MILLENNIUM OVERALLRATING: !!! A corporate page from a smaller oncology firm directs its messages to the local Boston population and its current and potential employees.
CORPORATE / FACEBOOK / MILLENNIUM OVERALLRATING: !!!BRANDED PRODUCT PAGE. CATEGORY NOTES RATING Popularity 388* likes, some high engagement days in January !!! Editorial Posts on the page are related to corporate social responsibility, career news, !!! industry and technology news. Comments Some engagement, lower fan base means niche company has a harder time !!! attracting commenters. Engagement Charity campaign gets consistent likes from fan base, most shared story was !!! corporate “best place to work” award, small fan base hurts numbers. Apps Apps are text from website, no compelling reason to use. !!! Integration Integration with other social platforms such as YouTube, some links to website, !!! link from website to Facebook. Regulatory No products mentioned, links only to neutral properties and corporate !!! materials.*ASOFJAN,2013Disclosure:MillenniumisaclientofKlickHealth.WedidconsultonthecreaRonoftheirsocialchannelsbuthavenoinvolvementinthedaytodayoperaRon.
CORPORATE / FACEBOOK / MILLENNIUM OVERALLRATING: !!!WHAT WE CAN LEARN FROM THIS PAGE:The editorial style is fun and engaging with images and videos breaking upthe standard text and link posts.The corporate information, especially the “best company to work for” postsget the most shares.Engagement is limited by the small fan base. Real world brand has apowerful effect on social media engagement, media is sometimes necessaryto overcome a small real world footprint.
BRANDED / TWITTER / RACE WITH INSULIN OVERALLRATING: !!! The granddaddy of branded pharmaceutical social media. The brand is far in the background, the tweets are all IndyCar with the occasional shout out to the sponsors and in many images showing logos.
BRANDED / TWITTER / RACE WITH INSULIN OVERALLRATING: !!!BRANDED GLOBAL FEED FOR DIABETES MONITORING TOOL CATEGORY NOTES RATING Popularity 5,571 followers, Klout: 63, Kred: 741, Tweet Grader: 100 !!! (the grand-daddy of branded social media in pharmaceuticals – started on May 1, 2009) Editorial 2,518 tweets, all about Charlie Kimball’s racing activities: race results, photos !!! of events, “in the pits” commentary, etc. Live tweeting of some events like the Rolex 24 on Jan 26/27. Has recently tried the new Vine app. Interaction The account shouts out to other Twitter accounts almost continuously, this !!! creates many replies and further mentions of the account. Race with Insulin gets good exposure, and Novo Nordisk gets spin-off benefits by having a channel that doesn’t overlap the traditional e-patient groups. Engagement Even when live-tweeting an event like the Rolex24, RaceWithInsulin gets !!! retweeted regularly, from 1 to 8 times per post. Considering the “burn out” that typically accompanies live-tweeting events this is impressive. Other times the account sustains a consistent retweet level of 1-8. Integration The account links to initiatives by other Twitter users but does not link to either !!! branded NovoLog sites or Novo Nordisk corporate materials. Linked from NovoLog and Novo Nordisk US sites, but not home pages. Regulatory Mentions condition in passing, Twitter page has ISI built into background. !!!*ASOFJAN,2013
BRANDED / TWITTER / RACE WITH INSULIN OVERALLRATING: !!!WHAT WE CAN LEARN FROM THIS ACCOUNT:The best attribute of this account is the fact that it reaches intoa different group — IndyCar racing fans — that may not bereached by most other Novo Nordisk initiatives.The friendly, passionate tone to the twitter stream reflects theracer’s life and enthusiasm for the sport. This authenticity givesall messages through this channel a higher level of trust.
BRANDED / TWITTER / ONE TOUCH OVERALLRATING: !!! A device property in a highly populous condition, OneTouch is doing a lot right but needs to up its game to stem the slide in followers.
BRANDED / TWITTER / ONE TOUCH OVERALLRATING: !!!BRANDED GLOBAL FEED FOR DIABETES MONITORING TOOL. CATEGORY NOTES RATING Popularity 7,843 followers, Klout: 50, Kred: 717, Tweet Grader: 100 !!! Editorial 781 tweets, mainly broadcast links to American Diabetes Association content, !!! profile needs feature image Interaction Almost none, one retweet of another user found, no mentions !!! Engagement Most tweets get a handful of retweets and favorites, account uses “RT” !!! incorrectly and does not mention retweeted account Integration Link to profile from branded site and link back on profile. No links to branded !!! site in tweets. Some links to branded Facebook page. Regulatory Links to safe 3rd parties, no brand mentions !!!*ASOFJAN,2013
BRANDED / TWITTER / ONE TOUCH OVERALLRATING: !!!WHAT WE CAN LEARN FROM THIS ACCOUNT:The external links to other diabetes resources make this feed a good curation point.The account may need to begin one-on-one engagement to stall the slide of followers.There is an “echo” of an apparent mistake in the feed created the apology to the right.OneTouch did a good job of apologizing authentically and moving on. Theconversation did not grow past a handful of participants and was quickly lost in thebackground noise.
BRANDED / TWITTER / ACCU-CHEK OVERALLRATING: !!! Another device property in the diabetes category. This account provides insight into how answering questions can provide value to the audience.
BRANDED / TWITTER / ACCU-CHEK OVERALLRATING: !!!BRANDED US FEED FOR DIABETES MONITORING TOOL CATEGORY NOTES RATING Popularity 6,691* followers, Klout: 58, Kred: 745, Tweet Grader: 35 !!! Editorial 7,985 tweets, mainly links to the branded blog: Accu-Chek Diabetes Link !!! Interaction Some, mainly responses to users mentioning them, some direct requests of !!! users to answer questions, some thanks for retweets Engagement Most tweets get one retweet, many get none !!! Integration Hub and spoke pattern, branded blog at the center, many links to blog !!! Regulatory Links to owned site, no brand mentions in tweets but combination of account !!! name and diabetes content poses small risk*ASOFJAN,2013
BRANDED / TWITTER / ACCU-CHEK OVERALLRATING: !!!WHAT WE CAN LEARN FROM THIS ACCOUNT:The Accu-Chek account purports to be for US audiences, but it helps anyonewho asks.Answering users’ questions is time-consuming but can help others who havethe same question and is a source of insight.The Accu-Chek account also retweets other users’ materials, includingmedia like YouTube videos.These types of activities should result in higher engagement for the brand.
CORPORATE / TWITTER / GLAXOSMITHKLINE OVERALLRATING: !!! A global corporate account that sets the standard in pharma for interaction with other social media participants.
CORPORATE / TWITTER / GLAXOSMITHKLINE OVERALLRATING: !!!CORPORATE FEED FOR A GLOBAL AUDIENCE CATEGORY NOTES RATING Popularity 18,597* followers, Klout: 86, Kred: 779, Tweet Grader: 100 !!! Editorial 1,176 tweets with a global, scientific focus. Also tweets on corporate news !!! items and responds to items in the news. Live tweeting at conferences is handled by @GSK_conferences to avoid overloading the main account. Interaction Engagement with non-Twitter groups via press releases and news stories. !!! Some mentions of other Twitter users. Many retweets of other users. Engagement Average retweets per tweet vary from 0 to 16 with most tweets getting !!! retweeted. Some retweets are from other GSK accounts. Integration Many links to press releases on global site, many links and retweets to 3rd !!! party sites. The corporate site links to the Twitter account. Regulatory All materials are corporate and are linked to globally approved press releases !!! or 3rd party sites.*ASOFJAN,2013
CORPORATE / TWITTER / GLAXOSMITHKLINE OVERALLRATING: !!!WHAT WE CAN LEARN FROM THIS ACCOUNT:This account has Twitter pretty buttoned up. The extensive retweets employedencourage engagement with its 18 thousand followers and its retweet numbersare the best in the industry.The use of Twitter to reply to stories in the news provides a channel for replying toissues in a controlled way.With nearly 100,000 employees, the tone is more conservative than other Twitteraccounts, but is informative and clear. There is also a GSKUS account for the USaudience but no crossover between the accounts was seen.
CORPORATE / TWITTER / NOVARTIS OVERALLRATING: !!! Property with a global focus that shows how to “thread the needle” in talking about topics across many regulatory environments.
CORPORATE / TWITTER / NOVARTIS OVERALLRATING: !!!CORPORATE FEED FOR A GLOBAL AUDIENCE CATEGORY NOTES RATING Popularity 33,646* followers, Klout: 63, Kred: 793, Tweet Grader: 100 !!! Editorial 2,442 tweets with global, corporate flavor. No brands mentioned, but many links !!! relating to conditions and links to company sites and relevant 3rd party sites. During specialist meetings will tweet specific information such as session starts and data releases. Interaction No engagement with other users visible !!! Engagement Average retweets per tweet run around 3, varying between 0 and 10 !!! Integration Most links to various corporate sites, some links to 3rd party sites !!! Regulatory All materials are corporate and are linked to globally approved press releases !!! or 3rd party sites*ASOFJAN,2013
CORPORATE / TWITTER / NOVARTIS OVERALLRATING: !!!WHAT WE CAN LEARN FROM THIS ACCOUNT:This stream is the go-to place for corporate information on Novartis andwill appeal to financial analysts, industry watchers, and during specificmeetings, to HCPs.Corporate materials for a larger pharmaceutical company can easilypopulate a Twitter feed with no “quiet periods”.Discussions about conditions and new approvals appear acceptable on aglobal stage. Ensure that employees in restrictive regions know not toretweet some of these messages.
CORPORATE / TWITTER / MILLENNIUM OVERALLRATING: !!! This account shows how social can be used to expose a corporate personality to the world in a less filtered way than traditional communications.
CORPORATE / TWITTER / MILLENNIUM OVERALLRATING: !!!CORPORATE FEED FOR A US AUDIENCE CATEGORY NOTES RATING Popularity 1,382* followers, Klout: 59, Kred: 703, Tweet Grader: 95 !!! Editorial 2,727 tweets covering topics from Boston-region biotech, through condition and !!! patient concerns, to science and industry news. Interaction This account sets the standard for interaction with retweets of relevant topics, !!! including competitors. Engagement Followers only retweet once in a while, but the channel mentions others quite !!! often getting a response. Integration Channel links out to owned YouTube videos, photos on Twitter service, and 3rd !!! party sites. Website links in via Millennium on Social Media page. Regulatory All materials are corporate or condition based with no mention of product. !!!*ASOFJAN,2013
CORPORATE / TWITTER / MILLENNIUM OVERALLRATING: !!!WHAT WE CAN LEARN FROM THIS ACCOUNT:This account shows what a smaller player can do even when servicingrare conditions.The editorial style is the most “social” of all the channels reviewed withcallouts to patients, industry personalities, and even competitors. Thereader gets a real feel for the personality of the company through thisaccount.Engagement is lower, as expected for a small follower base, but we cansee that engagement rises on the posts that call out other users.
BRANDED / YOUTUBE / PSORIASIS MATTERS OVERALLRATING: !!! A nice example of an extensively customized YouTube channel that incorporates brand patient testimonials in a highly visual and interactive way. CustomChannel
BRANDED / YOUTUBE / PSORIASIS MATTERS OVERALLRATING: !!! An example of a YouTube watch page that has media used to present ISI and related videos limited to the channel. WatchPage
BRANDED / YOUTUBE / PSORIASIS MATTERS OVERALLRATING: !!!BRANDED CHANNEL CATEGORY NOTES RATING Popularity 225,541 views, 139 subscribers, assume significant YouTube media promotion !!! (typically a requirement for Custom channel) Editorial 15 videos in playlists, #1 video by views is TV Commercial for !!! GetPsoriasisKit.com with spokesperson / model CariDee English at 136,685 Comments Comments turned off !!! Engagement Comments turned off !!! Integration Custom channel with video carousel !!! Regulatory ISI available in custom channel home page, on channel list pages, and through !!! paid ad space on video watch pages. ISI video also in carousel rotation. ISI not in each video.*ASOFJAN,2013
BRANDED / YOUTUBE / PSORIASIS MATTERS OVERALLRATING: !!!WHAT WE CAN LEARN FROM THIS CHANNEL:Media will drive traffic and views and is required for Custom channels.It is not yet known how Enhanced and Custom channels will be affected by thenew YouTube Channel layouts coming this summer.Recent FDA letters on patient testimonial videos provide some clues about bestpractices for ISI. This channel does a good job of combining brandedmessaging with appropriate ISI.
BRANDED / YOUTUBE / VIAGRA OVERALLRATING: !!! An example of a brand name being used to promote a related issue. ISI is included even though no product claims are included on the page. CustomChannel
BRANDED / YOUTUBE / VIAGRA OVERALLRATING: !!!BRANDED CHANNEL CATEGORY NOTES RATING Popularity 546,580* views, 732 subscribers, assume significant YouTube media promotion !!! (typically a requirement for Custom channel) – the most popular pharma brand channel in our list. Editorial The channel focuses on counterfeit drugs rather than Viagra per-se. The goal !!! seems to be to leverage the popular Viagra brand to promote the corporate drug safety message. It accomplishes this but may hold little value for a visitor searching for the Viagra brand. Comments Comments turned off !!! Engagement Comments turned off !!! Integration Custom channel with built in ISI, small links to Viagra.com Pfizer.com sites, no !!! return links from those sites. This limited integration makes sense for the purposes of this channel but is not expected for the brand name. Regulatory ISI available in custom channel home page and on channel list pages though it !!! is not strictly necessary since indication for Viagra is never mentioned. There is paid on video watch pages to ensure channel-only related videos. These ads link back to the channel.*ASOFJAN,2013
BRANDED / YOUTUBE / VIAGRA OVERALLRATING: !!!WHAT WE CAN LEARN FROM THIS CHANNEL:A strong brand can be used for other purposes, if done carefully.Ad campaigns on YouTube can generate significant traffic for popularbrands. The Viagra channel has more than twice the views of the next mostpopular channel (Psoriasis Matters, also promoted).
BRANDED / YOUTUBE / YOUR INJECTION-PEN CENTER OVERALLRATING: !!! This channel shows what can be done with an “out of the box” YouTube channel. StandardChannel
BRANDED / YOUTUBE / YOUR INJECTION-PEN CENTER OVERALLRATING: !!!BRANDED CHANNEL CATEGORY NOTES RATING Popularity 179,970* views, 218 subscribers. !!! Editorial Video guides for using Novo Nordisk insulin injection pens. Important !!! information, portrayed in a playlist to keep users after the video ends. The goal of this material is not promotional, so tone is matter-of-fact. Comments Comments turned off !!! Engagement Comments turned off !!! Integration Channel links to the corporate site. Corporate site links back from the product !!! section. However, videos are different between the Training section of the website and the YouTube channel. Regulatory Devices have more lenient ISI requirements than pharmaceuticals. !!!*ASOFJAN,2013
BRANDED / YOUTUBE / YOUR INJECTION-PEN CENTER OVERALLRATING: !!!WHAT CAN WE LEARN FROM THIS PAGE:The channel is highly focused on educational quick-start demonstrations. Thesevideos are a great introduction to the product, and may have some marketingpurpose with non-users reviewing them before switching brands of injectionpen.While we like the content for its intended purpose and audience, it only gets onestar because an opportunity for deeper integration is lost. The corporate sitere-hosts the videos rather than embedding them from the YouTube channel. VideosonCorporatesite
CORPORATE / YOUTUBE / JOHNSON & JOHNSON OVERALLRATING: !!! A good example of an enhanced channel with enough content to make some inferences about what topics resonate with the YouTube audience. EnhancedChannel
CORPORATE / YOUTUBE / JOHNSON & JOHNSON OVERALLRATING: !!!Here we see what happens to a watch page after a corporate campaign.From previous examples we know that paid campaigns can ensure that apharmaceutical company’s related videos are limited to those on the channel.The evidence on the J&J watch page is that of a lapsed watch page. The adsare replaced with Google-supplied materials, but the related videos are stilllimited to the channel. This is good insight for corporations planning sponsoredwatch pages to see what happens when the sponsorship lapses. WatchPage
CORPORATE / YOUTUBE / JOHNSON & JOHNSON OVERALLRATING: !!! VideoAnalysis 100,000ANDMOREReviewing the different types of videos that achieved 10,000+ views thereseems to be some general findings.1. There is a lot of variability among the popular videos, it is worthwhile trying multiple styles and topics to see what resonates with your 30,000–100,000 audience.2. The gap between the 30,000 and under videos compared to the 100,000+ videos probably shows the value of paid YouTube campaigns.3. The most popular topics were: 1. Campaign for Nursing’s Future 2. Specific diseases & stories 3. Corporate history and initiatives 30,000ANDLESS
CORPORATE / YOUTUBE / JOHNSON & JOHNSON OVERALLRATING: !!!CORPORATE GLOBAL CHANNEL. CATEGORY NOTES RATING Popularity 7,685,010 views, 6,679 subscribers, this is a mature channel from one of the !!! leading companies in pharmaceutical social media. Editorial Looking through the video archive we see evidence of the different phases of !!! the editorial calendar. There are video themes visible sequentially. The videos are also compiled into playlists for the important categories. Comments Comments turned off !!! Engagement Comments turned off !!! Integration The channel links out to 10 other company channels, plus a dedicated Twitter !!! feed, @JNJVideo. Links to other properties, including the corporate site, are found in the enhanced header. These properties also link back to the channel where appropriate. Regulatory Corporate channel carefully avoids brand mentions but does cover many !!! conditions extensively.*ASOFJAN,2013
CORPORATE / YOUTUBE / JOHNSON & JOHNSON OVERALLRATING: !!!WHAT WE CAN LEARN FROM THIS CHANNEL:The J&J social architecture is a well-planned integrated collection of channels thatportray the same editorial content.Cross-posting of media is common, with Facebook linking to YouTube videosregularly.Numbers of videos, consistent posting of content, cross-linking, and occasionalpromotion of videos propels this channel to the top of the list.
CORPORATE / YOUTUBE / PFIZER OVERALLRATING: !!! The public service style messages of “Get Old” and general health are well presented in this custom channel. This channel shows the high water mark for integration with other social properties such as Twitter and Facebook. CustomChannel
CORPORATE / YOUTUBE / PFIZER OVERALLRATING: !!! Playlists are used to good effect to influence the related videos that show on the watch page. WatchPage
CORPORATE / YOUTUBE / PFIZER OVERALLRATING: !!! FPO Videos from the Pfizer corporate channel show up on the corporate unbranded “Get Old” initiative. GetOldIntegraRon
CORPORATE / YOUTUBE / PFIZER OVERALLRATING: !!!CORPORATE GLOBAL CHANNEL. CATEGORY NOTES RATING Popularity 739,029 views, 538 subscribers, assume significant YouTube media promotion !!! (typically a requirement for Custom channel). Editorial Videos organized in four categories on Custom channel page: News, Get Old, !!! Innovation, and Responsibility with content coming from TV shows, full TV- production commercials, and blog-style interviews. Comments Comments turned off !!! Engagement Comments turned off !!! Integration Channel is integrated with other Pfizer social accounts: Facebook, Twitter, !!! Think Science Now (blog), and Pfizer Global Health Fellows (blog) as well as containing many links out to condition sites. Videos are also used on the “GetOld.com” site. Regulatory Corporate channel carefully avoids brand mentions but does cover many !!! conditions extensively.*ASOFJAN,2013
CORPORATE / YOUTUBE / PFIZER OVERALLRATING: !!!WHAT WE CAN LEARN FROM THIS CHANNEL:The Pfizer channel is mostly about health: how to deal with conditions the usermay have, how to live more healthy, aging and health. There are also tabs forthe Get Old campaign site, innovation, and corporate responsibility.This custom channel shows how far YouTube can be pushed (with enoughmedia spend) outside of the standard framework. The integrations with theother, more interactive, channels such as Twitter and Facebook are well done.
CORPORATE / YOUTUBE / BAUSCH + LOMB OVERALLRATING: !!! A channel that has one or two good videos but also contains a lot of poor quality content. Standard Channel
CORPORATE / YOUTUBE / BAUSCH + LOMB OVERALLRATING: !!!GLOBAL, ECLECTIC, VIDEO COLLECTION:The Bausch+Lomb has a large and eclectic collection of videos. There arecommercials from India, corporate videos from Korea, and at least fourlanguages represented on the channel page.Some of the videos are extremely poor quality with resolution so low thetext on the screen is not readable and many have variable frame rates.The primary video on the channel has almost certainly had media backing,with over 485,780 views but low engagement:" 178 likes / 16 dislikes" Low number of comments per month
CORPORATE / YOUTUBE / BAUSCH + LOMB OVERALLRATING: !!!CORPORATE GLOBAL CHANNEL. CATEGORY NOTES RATING Popularity 1,065,338 views, 574 subscribers, assume significant YouTube media !!! promotion because of high views but low engagement / subscribers. Editorial There doesn’t seem to be an editorial plan at work here. Some of the !!! commercials are fun and interesting culturally, but the channel looks like a “dumping ground” for videos. The primary video has good views: 485,780. Comments Comments on with good engagement by the channel when questions are !!! asked. The answers are fairly consistent, but the fact that Bausch+Lomb has stepped up and engages with consumers is a positive step. Engagement There is a surprisingly low amount of engagement for the primary video, and !!! often no comments at all for the secondary videos. This may indicate that most of the video views are coming from a website that embeds the video or are caused by a media spend that targets the wrong audience. Integration Channel links to US home page, and that site links to channel. This integration !!! makes the eclectic collection of videos more confusing. Regulatory The channel is devoted to condition videos and commercials, most from non- !!! US jurisdictions. Probably low risk but reviewers can’t interpret the risk from non-US sources.*ASOFJAN,2013
CORPORATE / YOUTUBE / BAUSCH + LOMB OVERALLRATING: !!!WHAT WE CAN LEARN FROM THIS CHANNEL:We wanted to give this channel a higher score because of their use of the videocomments area—a rare choice for healthcare companies.In the end, though, the lack of focus on the channel kept the score low.This channel is a good source of learning about what to expect from YouTubeusers when it comes to health topics. YouTube users are more “off the cuff” thanother social channels and you can expect many short, strange comments here.
SUMMARYThese channels represent only a small portion of those listed at the DHC website:http://digitalhealthcoalition.org/publications/social-media-landscape/We hope the learning presented here can help more healthcare companies look at social asa possibility rather than a “no-fly zone.”Reach out to us on Twitter at @digitalhealthco or @klickhealth.To get your own copy of this report, and be alerted when new versions are available, sign up atwww.klick.com/social-report/