Think Health Presentation

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

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Think Health Presentation

  1. 1. From D. Daines to Nalts… Same lyrics, different tune
  2. 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. 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. 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. 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. 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. 7. But Let’s Meet Laci Nuvaring’s Accidental Spokesperson part 2
  8. 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. 9. Case Study: Propecia Do What I Say, Not What I Do
  10. 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. 11. It’s Not Easy Getting Their Attention
  12. 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. 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. 14. Mandatory Consulting Matrix
  15. 15. Tell Your Media Buyers To Buy $25 CPM Ads on Nalts Videos This could have been your ADHD drug ad
  16. 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. 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. 18. Big Finish
  19. 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>

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