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Who is This Guy? <ul><li>By day, career Rx marketer </li></ul><ul><ul><li>Consulting & interactive agencies serving pharma...
How to Find Me <ul><li>Google the word “fart” </li></ul>
Being Okay Without Control
Changing the Mindset
My Biggest Pharma Headache
After This Presentation, You Will: <ul><li>Know more about online video than anyone you know </li></ul><ul><li>Share  some...
Why  Isn’t  Pharma Using Online Video? <ul><li>It’s illegal and violates all regulatory rules. </li></ul><ul><li>It’s a fa...
Online-Video Vital Signs <ul><li>Video still low on marketing mix </li></ul><ul><ul><li>Well behind e-mail, display, and p...
1 in 5 Watch Health Videos Online Online Video Views By Genre  Which of the following types of videos do you typically wat...
Opportunity With Health Videos Health Video Note:  Total (n=1375) Interest in Types of Health Video.  Top 2 box Total Gene...
Health Videos Drive Additional Action 32% Commented on  Video 49% Forwarded a link  or told someone  about the video 60% I...
What Rx Do I Need? <ul><li>Triangulation of decision making </li></ul>
Power to the People
How Can Video Help Big Pharma? <ul><li>Improve image and credibility </li></ul><ul><li>Educate patients on  their  terms <...
Is Viral Video Right for Pharma?
What is Viral Video? <ul><li>Viral  refer to  marketing  techniques that use pre-existing  social networks  to produce inc...
Evolution of Video Marketing <ul><li>Quirky & Big Budgets </li></ul><ul><ul><li>The Subservient Chicken : Burger King's Te...
Prevailing Myths <ul><li>Quality of the video is what determines its popularity </li></ul><ul><li>Online video marketing i...
7 Deadly Marketing Sins <ul><li>Make brown and  white cow </li></ul><ul><li>Pretend you’re not advertising </li></ul><ul><...
Secret Sauce of Online Videos <ul><li>Title & thumbnail </li></ul><ul><li>Short, short, short </li></ul><ul><li>Timely </l...
Some Lessons for Distribution <ul><li>Don’t bother with viral </li></ul><ul><li>Keep costs down via amateurs </li></ul><ul...
Challenges We Rx Brands Face <ul><li>Is it appropriate for my brand? </li></ul><ul><ul><li>Best if differentiated or new <...
Simple Place to Start <ul><li>Get your educational content onto YouTube. </li></ul><ul><li>Go beyond “Billboards in the Ba...
Fish Where the Fish Are <ul><li>Sure, use video on your unbranded websites… </li></ul><ul><li>Even better, use video to at...
YouTube Branded Channels
Regulatory Rules Still Apply <ul><li>FDA letter to Shire for Ty Pennington  speaking about Adderall XR on YouTube </li></ul>
Fish Where Fish Are “ Professional  Content” Popular Video “Stars” User-Generated Content Marketing Dollars Need to scale ...
Power of Video and SEO <ul><li>Video is well indexed by Google and Yahoo, and represents a short-cut to search results </l...
Measurement <ul><li>A view is  not  a view </li></ul><ul><li>Move from views  to performance </li></ul><ul><li>Focus on qu...
Brave Trivia Volunteers & Questions <ul><li>What can I do next week? </li></ul><ul><li>What brands are best for video </li...
What Now? <ul><li>For more information </li></ul><ul><ul><li>www.willvideoforfood.com </li></ul></ul><ul><ul><li>Viral Vid...
Thanks [email_address] http://www.kevinnalts.com (or Google “fart)
Rx Marketing And Video
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Rx Marketing And Video

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A presentation about pharmaceutical marketing and online video. Here's hoping a tarnished industry can engage in social media (especially video) to help educate patients and provide accurate and balanced information.

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Transcript of "Rx Marketing And Video"

  1. 1. Secret Stories of a Pharma Marketing Director and Tuesday, March 31 Kevin H. Nalty www.youtube.com/nalts YouTube Comedian
  2. 2. Who is This Guy? <ul><li>By day, career Rx marketer </li></ul><ul><ul><li>Consulting & interactive agencies serving pharma </li></ul></ul><ul><ul><li>5 years at Johnson & Johnson </li></ul></ul><ul><ul><li>Currently a product director at Fortune 100 pharma firm </li></ul></ul><ul><li>By night, an online video “star” </li></ul><ul><ul><li>Nearly 800 videos with more than 60 million views on YouTube alone </li></ul></ul><ul><ul><li>Authored “How to Get Popular on YouTube Without Any Talent” </li></ul></ul><ul><ul><li>Videos have appeared on CNN, BBC, Fox, ABC, MTV, and NBC. </li></ul></ul>
  3. 3. How to Find Me <ul><li>Google the word “fart” </li></ul>
  4. 4. Being Okay Without Control
  5. 5. Changing the Mindset
  6. 6. My Biggest Pharma Headache
  7. 7. After This Presentation, You Will: <ul><li>Know more about online video than anyone you know </li></ul><ul><li>Share some of my passion for social media marketing </li></ul><ul><li>Identify some applications for your brand(s) </li></ul><ul><li>Know where to start </li></ul>
  8. 8. Why Isn’t Pharma Using Online Video? <ul><li>It’s illegal and violates all regulatory rules. </li></ul><ul><li>It’s a fad. Podcasts are coming back. </li></ul><ul><li>It’s too expensive. </li></ul><ul><li>Banners are eye catchy enough. </li></ul><ul><li>Our patients aren’t watching online video. </li></ul><ul><li>The task force is still evaluating it. </li></ul><ul><li>We are, but it’s too dull. </li></ul><ul><li>We don’t understand it. </li></ul>
  9. 9. Online-Video Vital Signs <ul><li>Video still low on marketing mix </li></ul><ul><ul><li>Well behind e-mail, display, and paid search </li></ul></ul><ul><li>Video advertising is exploding </li></ul><ul><ul><li>eMarketer: Video ad spending will run counter to overall economic developments, rising by 45% in 2009 to reach $850 million. </li></ul></ul><ul><li>Audience is growing quickly: </li></ul><ul><ul><li>71 percent of U.S. Internet audience watch online video. </li></ul></ul><ul><ul><li>18-34 year olds were the heaviest viewing segment </li></ul></ul><ul><li>They have short attention span: </li></ul><ul><ul><li>The average online video viewer watches just 7 minutes a day and duration was 2.8 minutes. </li></ul></ul><ul><li>Top Sites: YouTube, Fox, Yahoo!, Microsoft, Network Sites </li></ul><ul><li>Source: 2008, eMarketer, ComScore </li></ul>
  10. 10. 1 in 5 Watch Health Videos Online Online Video Views By Genre Which of the following types of videos do you typically watch on the Internet? (Select all that apply) Source: Google. Note: Total (n=1375)
  11. 11. Opportunity With Health Videos Health Video Note: Total (n=1375) Interest in Types of Health Video. Top 2 box Total General Family/Gender Related 76% Health conditions I or someone I'm close to suffers 68% Medication/Prescription Related 64% Health-related news, events, scientific break-throughs 60% Episodic videos 57% Prevention focused video 56% Health video series 53% Featuring experts such as doctors or researchers 51% From other people experiencing similar conditions 50% Health-related TV commercials adapted to online video 28%
  12. 12. Health Videos Drive Additional Action 32% Commented on Video 49% Forwarded a link or told someone about the video 60% Interacted with medical professional 70% Visited a website 69% Conducted Online Research 12% Made a Purchase 17% Clicked on an online ad Which of the following actions, if any, have you ever taken as a result of watching online health videos? have taken any action 93% Note: Watch Health Videos (n=369) **Individuals were able to respond positively to more than one answer. This number does not reflect response overlap.
  13. 13. What Rx Do I Need? <ul><li>Triangulation of decision making </li></ul>
  14. 14. Power to the People
  15. 15. How Can Video Help Big Pharma? <ul><li>Improve image and credibility </li></ul><ul><li>Educate patients on their terms </li></ul><ul><li>Amplify voice of key physicians </li></ul><ul><li>Simplify complex messages </li></ul><ul><li>Speak via patients (testimonials) </li></ul><ul><li>Engage patients (branded or not) </li></ul><ul><li>Extend audience reach </li></ul><ul><li>Dramatically improve SEO </li></ul>
  16. 16. Is Viral Video Right for Pharma?
  17. 17. What is Viral Video? <ul><li>Viral refer to marketing techniques that use pre-existing social networks to produce increases in brand awareness or to market or sell -- analogous to the spread of pathological and computer viruses </li></ul>Adapted from Wikipedia Wikipedia is the best thing ever. Anyone in the world can write anything they want about any subject, so you know you are getting the best possible information.
  18. 18. Evolution of Video Marketing <ul><li>Quirky & Big Budgets </li></ul><ul><ul><li>The Subservient Chicken : Burger King's TenderCrisp featured a viral marketing website, television and print campaigns and a pay-per-view program. </li></ul></ul><ul><li>Dumb Luck </li></ul><ul><ul><li>Bride Has Massive Wig Out : shot in one take to promote Unilever's Sunsilk brand of hair care products. </li></ul></ul><ul><li>Ads as Sustained Entertainment </li></ul><ul><ul><li>Will it Blend : viral marketing campaign consisting of a series of infomercials demonstrating the Blendtec. </li></ul></ul><ul><li>Comprehensive Campaigns </li></ul><ul><ul><li>Rampenfest : BMW Campaign featuring “Spinal Tap” like film of small-town Germans literally launching car to America. </li></ul></ul><ul><li>Next Up: Top Stars & Product Placement </li></ul>
  19. 19. Prevailing Myths <ul><li>Quality of the video is what determines its popularity </li></ul><ul><li>Online video marketing is about contests </li></ul><ul><li>Paying for a well-produced video will increase my brand's ROI </li></ul><ul><li>After consumers watch my videos, they'll visit my site </li></ul><ul><li>I can post my videos on my website to get them seen </li></ul><ul><li>We'll never really measure the impact of online video </li></ul>
  20. 20. 7 Deadly Marketing Sins <ul><li>Make brown and white cow </li></ul><ul><li>Pretend you’re not advertising </li></ul><ul><li>Spend a fortune on production </li></ul><ul><li>Tell consumers instead of engage </li></ul><ul><li>Forget rules (FDA & social media) </li></ul><ul><li>Set unrealistic conversion metrics </li></ul><ul><li>Give up and advertise </li></ul>
  21. 21. Secret Sauce of Online Videos <ul><li>Title & thumbnail </li></ul><ul><li>Short, short, short </li></ul><ul><li>Timely </li></ul><ul><li>Not overly produced </li></ul><ul><li>Engaging Intro </li></ul><ul><li>Funny, sexy, quirky, shocking </li></ul><ul><li>Surprise ending </li></ul>
  22. 22. Some Lessons for Distribution <ul><li>Don’t bother with viral </li></ul><ul><li>Keep costs down via amateurs </li></ul><ul><li>Work with stars that care about your condition area </li></ul><ul><li>As with all social media, “letting go” and transparency </li></ul><ul><li>Get it across in the first 30 seconds </li></ul><ul><li>Seeding is important </li></ul><ul><li>Mix can be earned and paid </li></ul><ul><li>It’s all about Google/YouTube </li></ul>
  23. 23. Challenges We Rx Brands Face <ul><li>Is it appropriate for my brand? </li></ul><ul><ul><li>Best if differentiated or new </li></ul></ul><ul><ul><li>Taste & tone </li></ul></ul><ul><li>How can I do it within regulatory constrictions </li></ul><ul><ul><li>Good news: regulatory & social media rules are similar </li></ul></ul><ul><li>How do I reach the right (not biggest) audience? </li></ul><ul><ul><li>Targeting & seeding </li></ul></ul><ul><li>Will I lose control? Or be embarrassed? </li></ul><ul><ul><li>Stay away from UGC. Instead educate via credible people with existing audiences or high appeal </li></ul></ul><ul><ul><li>Approve it before uploading </li></ul></ul><ul><li>How can I measure it? </li></ul><ul><ul><li>Influence/intent (pre-post) </li></ul></ul><ul><li>Can it scale? </li></ul>
  24. 24. Simple Place to Start <ul><li>Get your educational content onto YouTube. </li></ul><ul><li>Go beyond “Billboards in the Backyard” </li></ul>
  25. 25. Fish Where the Fish Are <ul><li>Sure, use video on your unbranded websites… </li></ul><ul><li>Even better, use video to attract qualified traffic. </li></ul>Sanofi Aventis “GoInsulin.com”
  26. 26. YouTube Branded Channels
  27. 27. Regulatory Rules Still Apply <ul><li>FDA letter to Shire for Ty Pennington speaking about Adderall XR on YouTube </li></ul>
  28. 28. Fish Where Fish Are “ Professional Content” Popular Video “Stars” User-Generated Content Marketing Dollars Need to scale and increase relevancy beyond pro content Cost-efficient but can’t control and lost in clutter… Scalable, safe, relevant, and measurable
  29. 29. Power of Video and SEO <ul><li>Video is well indexed by Google and Yahoo, and represents a short-cut to search results </li></ul><ul><li>Largely under optimized by brands </li></ul><ul><li>This alone justifies posting your approved content! </li></ul>
  30. 30. Measurement <ul><li>A view is not a view </li></ul><ul><li>Move from views to performance </li></ul><ul><li>Focus on quality not quantity of views </li></ul><ul><li>Awareness and attributes </li></ul>
  31. 31. Brave Trivia Volunteers & Questions <ul><li>What can I do next week? </li></ul><ul><li>What brands are best for video </li></ul><ul><li>Who are the key internal stakeholders? </li></ul><ul><li>How many views does Nalts have? </li></ul><ul><li>Why did the FDA slap Ty’s video? </li></ul>
  32. 32. What Now? <ul><li>For more information </li></ul><ul><ul><li>www.willvideoforfood.com </li></ul></ul><ul><ul><li>Viral Video Fever (Charles Trippy) </li></ul></ul><ul><ul><li>Most viewed online videos (on YouTube) </li></ul></ul><ul><ul><li>15 Minutes of Fame (book) </li></ul></ul><ul><li>Homework: </li></ul><ul><ul><li>Watch some videos (on a topic that you love) </li></ul></ul><ul><ul><li>Surf videos in your category as a patient! </li></ul></ul><ul><ul><li>Create tag alert for your brand name </li></ul></ul><ul><ul><li>Make some videos and try to get popular (see my free eBook on that) </li></ul></ul><ul><ul><li>Play by social-media rules – not just regulatory & legal </li></ul></ul>
  33. 33. Thanks [email_address] http://www.kevinnalts.com (or Google “fart)

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