Think Health Presentation

From D. Daines to Nalts… Same lyrics, different tune

Rx Marketing & Online Video
How It Can Improve Awareness, Customer Relationships and Sales…
No, Seriously.
Google HealthThink, Sept. 17, 2009
Kevin H. Nalty
[email_address]
(c) Kevin H. Nalty, Nalts Consulting, LLC. Portion of document can be shared or reproduced with permission (kevin@naltsconsulting.com)

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

Problems With Rx & Online-Video
Online video is the “wild west”
Don’t want our brand mixed with other amateur content
Most people don’t use online video to make health decisions
We already have websites
FDA and Med/Legal have not provided guidance

We Said that in 2000 About the Superhighway
The Internet is the “wild west”
Don’t want our brand mixed with other amateur websites
Most people don’t use the web to make health decisions
We already have television and brochures
FDA and Med/Legal have not provided guidance

Today…
YouTube is the second most-used search engine
46% of online users are interested in watching health video online (Online Health Video, Jupiter Research, 2007)
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)
93% of health video consumers take action after viewing health videos - with 60% interacting with their doctors (Google & OTX Custom Video Research, March 2008)

But Let’s Meet Laci Nuvaring’s Accidental Spokesperson part 2

Online Video in Pharma
What do most brand teams do with their video content?
0 % on YouTube
5 % on Product.com
95 % Buried in office
0/5/95

Case Study: Propecia Do What I Say, Not What I Do

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

It’s Not Easy Getting Their Attention

YouTube Branded Channels
Fish where fish are
Reclaim brand’s voice
Media $ so not lost island
Fair balance and customized to med/legal needs
Viral? No. Smart? Yes.

Identify Advocates Among Top “Webstars”
Collectively, these web stars have more views that most prime-time shows.
They want sponsorships, and brand provides message & final approval
Unbranded play
Can drive traffic to branded sites with higher efficiency than paid search

Mandatory Consulting Matrix

Tell Your Media Buyers To Buy $25 CPM Ads on Nalts Videos This could have been your ADHD drug ad

Boring ROI Slide
Brands want ROI
Media buyers want reach
PR wants “buzz”
Executives want box checked
eBusiness wants innovation
Technology wants standards
Customers want to feel better and fine allies and empathy

Building Online-Video & Social Media Framework Criteria Example Potential Tactic
Brand lifecycle
Prelaunch Listening, learning unmet needs & venacular
Market Size
Mass-Market (PPIs) Tap YouTube webstars during key season
Competition
High competition (allergies) Use unbranded strictly to drive product.com
Disease state
Niche (oncology) Targeted efforts to accentuate advocates

Big Finish

But Wait. There’s More.
Created this site yesterday as follow-up tool
Download this presentation
Free Rx social-media policy template
Discussion board you won’t use
Links to these and Dr. Daines videos
More surprises

Think Health Presentation

by Kevin Nalty on Sep 16, 2009

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Think Health Presentation — Presentation Transcript