Your SlideShare is downloading. ×
0
Think Health Presentation
Think Health Presentation
Think Health Presentation
Think Health Presentation
Think Health Presentation
Think Health Presentation
Think Health Presentation
Think Health Presentation
Think Health Presentation
Think Health Presentation
Think Health Presentation
Think Health Presentation
Think Health Presentation
Think Health Presentation
Think Health Presentation
Think Health Presentation
Think Health Presentation
Think Health Presentation
Think Health Presentation
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×
Saving this for later? Get the SlideShare app to save on your phone or tablet. Read anywhere, anytime – even offline.
Text the download link to your phone
Standard text messaging rates apply

Think Health Presentation

1,638

Published on

Presentation delivered by Kevin Nalty (http://www.naltsconsulting.com) at Google HealthThink 9/17/09

Presentation delivered by Kevin Nalty (http://www.naltsconsulting.com) at Google HealthThink 9/17/09

Published in: Health & Medicine, Business
1 Comment
2 Likes
Statistics
Notes
  • Add me too please. 6398815CD. Thank you
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
No Downloads
Views
Total Views
1,638
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
21
Comments
1
Likes
2
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
No notes for slide

Transcript

  • 1. From D. Daines to Nalts… Same lyrics, different tune
  • 2. Rx Marketing & Online Video <ul><li>How It Can Improve Awareness, Customer Relationships and Sales… </li></ul><ul><li>No, Seriously. </li></ul><ul><li>Google HealthThink, Sept. 17, 2009 </li></ul><ul><li>Kevin H. Nalty </li></ul><ul><li>[email_address] </li></ul>(c) Kevin H. Nalty, Nalts Consulting, LLC. Portion of document can be shared or reproduced with permission (kevin@naltsconsulting.com)
  • 3. I’m TriPolar Consultant Online full-time marketer with deep experience in social media & online video Dozens of clients & sponsors beyond pharmaceuticals Understand Rx brands YouTube “Star” 99 million views 140K subscribers 810+ videos One of most-watched YouTube “comedians” More than 250,000 people watch daily Marketer Merck Consumer Product Director Johnson & Johnson KPMG Consulting Qwest
  • 4. Problems With Rx & Online-Video <ul><li>Online video is the “wild west” </li></ul><ul><li>Don’t want our brand mixed with other amateur content </li></ul><ul><li>Most people don’t use online video to make health decisions </li></ul><ul><li>We already have websites </li></ul><ul><li>FDA and Med/Legal have not provided guidance </li></ul>
  • 5. We Said that in 2000 About the Superhighway <ul><li>The Internet is the “wild west” </li></ul><ul><li>Don’t want our brand mixed with other amateur websites </li></ul><ul><li>Most people don’t use the web to make health decisions </li></ul><ul><li>We already have television and brochures </li></ul><ul><li>FDA and Med/Legal have not provided guidance </li></ul>
  • 6. Today… <ul><li>YouTube is the second most-used search engine </li></ul><ul><li>46% of online users are interested in watching health video online (Online Health Video, Jupiter Research, 2007) </li></ul><ul><li>Nearly 50% of consumers report that online health videos serve as a top resource when searching for medical conditions & prescription drug information . ( 12th Annual Survey on Consumer Reaction to DTC Advertising of Prescription Drugs, 2009) </li></ul><ul><li>93% of health video consumers take action after viewing health videos - with 60% interacting with their doctors (Google & OTX Custom Video Research, March 2008) </li></ul>
  • 7. But Let’s Meet Laci Nuvaring’s Accidental Spokesperson part 2
  • 8. Online Video in Pharma <ul><li>What do most brand teams do with their video content? </li></ul><ul><ul><li>0 % on YouTube </li></ul></ul><ul><ul><li>5 % on Product.com </li></ul></ul><ul><ul><li>95 % Buried in office </li></ul></ul>0/5/95
  • 9. Case Study: Propecia Do What I Say, Not What I Do
  • 10. Our Time is Spent on Wrong Part of the “Long Tail” Health Inquiries BoringProduct.com Websites step one : get them to our product.com sites step two : get our video content on YouTube
  • 11. It’s Not Easy Getting Their Attention
  • 12. YouTube Branded Channels <ul><li>Fish where fish are </li></ul><ul><li>Reclaim brand’s voice </li></ul><ul><li>Media $ so not lost island </li></ul><ul><li>Fair balance and customized to med/legal needs </li></ul>Viral? No. Smart? Yes.
  • 13. Identify Advocates Among Top “Webstars” <ul><li>Collectively, these web stars have more views that most prime-time shows. </li></ul><ul><li>They want sponsorships, and brand provides message & final approval </li></ul><ul><li>Unbranded play </li></ul><ul><li>Can drive traffic to branded sites with higher efficiency than paid search </li></ul>
  • 14. Mandatory Consulting Matrix
  • 15. Tell Your Media Buyers To Buy $25 CPM Ads on Nalts Videos This could have been your ADHD drug ad
  • 16. Boring ROI Slide <ul><li>Brands want ROI </li></ul><ul><li>Media buyers want reach </li></ul><ul><li>PR wants “buzz” </li></ul><ul><li>Executives want box checked </li></ul><ul><li>eBusiness wants innovation </li></ul><ul><li>Technology wants standards </li></ul><ul><li>Customers want to feel better and fine allies and empathy </li></ul>
  • 17. Building Online-Video & Social Media Framework Criteria Example Potential Tactic <ul><li>Brand lifecycle </li></ul>Prelaunch Listening, learning unmet needs & venacular <ul><li>Market Size </li></ul>Mass-Market (PPIs) Tap YouTube webstars during key season <ul><li>Competition </li></ul>High competition (allergies) Use unbranded strictly to drive product.com <ul><li>Disease state </li></ul>Niche (oncology) Targeted efforts to accentuate advocates
  • 18. Big Finish
  • 19. But Wait. There’s More. <ul><li>Created this site yesterday as follow-up tool </li></ul><ul><li>Download this presentation </li></ul><ul><li>Free Rx social-media policy template </li></ul><ul><li>Discussion board you won’t use </li></ul><ul><li>Links to these and Dr. Daines videos </li></ul><ul><li>More surprises </li></ul>

×