AGENDA
 Why use online Video

◦ Health Video online; YouTube






The Johnson & Johnson health channel
◦ Touchpoints...








90% of information transmitted to the brain is
visual, and visuals are processed 60,000X faster in
the brain t...




26% of patients watch online health videos at least
once a month
63% of patients take action as a result of watching...










Over 1 Billion monthly users worldwide

2nd largest search engine after Google, 3rd most
viewed website
70...
Source: pharmaphorum, Daniel Ghinn Dec. 2012
5
▶

Reputation
◦ The J&J “brand” – caring, socially responsible
◦ Trusted source of health care information

▶

Community
◦...




“These markets are conversations. Their
members communicate in language that is
natural, open, honest, direct, funny...
▶

Cultural
◦ “Control of the message”
◦ “Participating in the conversation”

▶

Legal & Regulatory
◦ 3rd party content – ...


“What’s the ROI of putting your pants on everyday?
It’s hard to measure, but there’s negative
consequences for not doin...


Breast Cancer



Mental Illness



HIV/AIDS



Diabetes



ADD/ADHD



Nursing


Nursing – Patient Perspectives



Ulcerative Colitis



Bipolar Disorder

“ love these JNJ videos. they play them in ...










Accuvue (contest)
Mayo Clinic
Nebraska Health Center (YT reference)
Living with ADHD (links)
The Doctor...


The idea came to Jorge Odón as he slept. Somehow, he said, his unconscious
made the leap from a YouTube video he had ju...


Will it Blend?



Old Spice



Mayo Clinic – Piano



United Breaks Guitars



KONY 2012 (98 Million views!)



Mi...
Vine
Twitter

16


Google Help Outs
o

How-to videos are the second most popular type of online video
content, with 56% of adults online w...


Metrics



Channel Resources

◦ YouTube Analytics – Views, Engagement, Discovery,
Playback
◦ Channel Meter
◦ Social Bl...
 Questions?
 Contact

◦@rhalper
◦rhalper@yahoo.com

◦ www.linkedin.com/in/robjnj/

19
Creating Compelling Video Content
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Creating Compelling Video Content

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Using Video and YouTube as a marketing channel. The importance and reach of online video in the healthcare and pharmaceutical business.

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  • Why use You Tube and the significance and use of online health video, statsThe J&J health channel on YouTube. Some off the opportunities, challenges, and resultsOther notable channelsResources for Channel owners and Pharm companiesWhat’s next
  • Mitti asked me to include something about why the visual is more compelling than simple text. I thought it was more appropriate for the subject of a Ph.D. dissertation, but it took me all of 5 seconds to find it on the internet. There is something instinctually emotional about visual communication that we seem to be wired for. Marketers are also catching on to this idea
  • Joined early, many not active, few subscribers, Comments
  • Nursing, Education, empathy
  • Accuvue – AD not really interactive. Contest, fully branded. Mayo Clinic great channel. Good mix of news, patient stories and heartwarming events.Living with ADHD, UK, good informational video, but no comments and no follow up.Nebraska: Patient discovered treatment on YouTube!Sanofi: Custom Gadgets, Multi-company channelsPfizer: Good use of PlaylistsNovartis: Nice design social links
  • Kony – abducted child soldiers in Uganda
  • :07 second looping videos. Owned by Twitter
  • Creating Compelling Video Content

    1. 1. AGENDA  Why use online Video ◦ Health Video online; YouTube     The Johnson & Johnson health channel ◦ Touchpoints, Challenges Other Pharma/Healthcare Channels Viral Videos and the Next Big Thing(s) YouTube Resources 1
    2. 2.     90% of information transmitted to the brain is visual, and visuals are processed 60,000X faster in the brain than text. (Sources: 3M Corporation and Zabisco) 40% of people will respond better to visual information than plain text. (Source: Zabisco) Posts with videos attract 3 times more inbound links than plain text posts. (Source: SEOmoz) 93% of marketers planned on using video for 2013 online marketing/sales/communications. (Source: 2013 Online Video Marketing Survey) 2
    3. 3.   26% of patients watch online health videos at least once a month 63% of patients take action as a result of watching online health video  Searched for more info, discussed with HCP/friends  Discussed with MD, requested specific RX   77% of physicians use online video to learn and keep up to date with clinical information 38% of patients already watch or are interested in watching a Pharm company video on YouTube; 23% on Facebook Sources: Google/Manhattan Research 3
    4. 4.       Over 1 Billion monthly users worldwide 2nd largest search engine after Google, 3rd most viewed website 70% of traffic outside U.S. Localized in 56 countries Mobile watch time exceeds 1 BN views a day (+25%) 42-65% of patients click on YT sponsored listings 700 YouTube videos are shared on Twitter every minute Source: Google Internal statistics; October 2013 4
    5. 5. Source: pharmaphorum, Daniel Ghinn Dec. 2012 5
    6. 6. ▶ Reputation ◦ The J&J “brand” – caring, socially responsible ◦ Trusted source of health care information ▶ Community ◦ Subscribing to other sites, commenting, “liking” ▶ Engagement ◦ Open to pre-moderated comments ◦ Listening , and responding in an authentic voice
    7. 7.   “These markets are conversations. Their members communicate in language that is natural, open, honest, direct, funny and often shocking. Whether explaining or complaining, joking or serious, the human voice is unmistakably genuine. It can't be faked.” http://www.cluetrain.com/ (1999) 8
    8. 8. ▶ Cultural ◦ “Control of the message” ◦ “Participating in the conversation” ▶ Legal & Regulatory ◦ 3rd party content – ads, links, related videos, etc. ◦ Medical Advice/liability ◦ AE reporting .3% of the 257,000 posts mentioning those pharma brands over a 30-day period included adverse events reports (Medical Marketing and Media via Visible Technologies) ▶ Business ◦ ROI? ◦ Resources/Staff
    9. 9.  “What’s the ROI of putting your pants on everyday? It’s hard to measure, but there’s negative consequences for not doing it.”  Scott Monty, Global Head, Social Media, Ford  “What is the ROI of your mother? How do you definitively quantify the value of personal connections, relationships, appreciation, and service.”  Gary Vaynerchuk, Social Media Entrepreneur  “Running on Instinct… In the “New Normal” everyone expects you to offer your services anywhere, anytime.”  Fonny Schenck, Across Health 10
    10. 10.  Breast Cancer  Mental Illness  HIV/AIDS  Diabetes  ADD/ADHD  Nursing
    11. 11.  Nursing – Patient Perspectives  Ulcerative Colitis  Bipolar Disorder “ love these JNJ videos. they play them in my intro to nursing class and I try to hold back the tears. I changed my major from pre-med to PT and never felt content until I decided to do nursing. I can't wait until I get my RN degree. I even have a JNJ Be a nurse brochure hanging in my dorm” “UC is such a challenge. Thanks for being a company that is involved in helping us deal with it!’’ “He brought tears to my eyes at the end. So much admiration for both Maurice and Paula. Thanks for posting.”  Channel Page Comments “Your videos are great. It's good to see that major players like JNJ are active in the health education market to promote healthy lifestyles and solutions.” 12
    12. 12.          Accuvue (contest) Mayo Clinic Nebraska Health Center (YT reference) Living with ADHD (links) The Doctor’s Channel Sanofi TV (custom “gadgets”) Pfizer Novartis (effective use of playlists) Boehringer Ingelheim (multiple channels) 13
    13. 13.  The idea came to Jorge Odón as he slept. Somehow, he said, his unconscious made the leap from a YouTube video he had just seen on extracting a lost cork from a wine bottle to the realization that the same parlor trick could save a baby stuck in the birth canal. 14
    14. 14.  Will it Blend?  Old Spice  Mayo Clinic – Piano  United Breaks Guitars  KONY 2012 (98 Million views!)  Miley Cyrus Wrecking Ball (329 Million views!!) 15
    15. 15. Vine Twitter 16
    16. 16.  Google Help Outs o How-to videos are the second most popular type of online video content, with 56% of adults online watching the instructional clips, according to a recent Pew Internet and American Life Project survey. • Google Helpouts are HIPPA compliant to address privacy concerns, and Google is checking credentials for any providers in the medical field. There is no framework for getting a Helpout session covered by insurance, but Google thinks the category has potential to become a regular part of modern health care.  Webicina.com o Webicina.com curates medical social media resources through crowdsourcing with medical professionals and e-patients in over 140 topics and 20 languages for free. 17
    17. 17.  Metrics  Channel Resources ◦ YouTube Analytics – Views, Engagement, Discovery, Playback ◦ Channel Meter ◦ Social Blade ◦ Stat Sheep ◦ Simply Measured ◦ ◦ ◦ ◦ ◦ Healthcare on YouTube (sample channel) Pharma and OTC advertisers (brand channel spend levels) Pharma Safety Features Advertiser Resources TruView demo 18
    18. 18.  Questions?  Contact ◦@rhalper ◦rhalper@yahoo.com ◦ www.linkedin.com/in/robjnj/ 19

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