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)

How It Can Improve Awareness, Customer Relationships and Sales…

No, Seriously.

Google HealthThink, Sept. 17, 2009

Kevin H. Nalty

[email_address]

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

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

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)

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

What do most brand teams do with their video content?

0 % on YouTube

5 % on Product.com

95 % Buried in office

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.

Fish where fish are

Reclaim brand’s voice

Media $ so not lost island

Fair balance and customized to med/legal needs

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

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

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

Brand lifecycle

Market Size

Competition

Disease state

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

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