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J&J Channel on YouTube - BDI 2/4/10 Healthcare Social Communications Leadership Forum


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Robert Halper, Director of Video Communication, Johnson & Johnson

Published in: Business, Health & Medicine
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J&J Channel on YouTube - BDI 2/4/10 Healthcare Social Communications Leadership Forum

  1. 1. YouTube = Scale. Reach. • Every minute 15 hours of video are uploaded • 10% of all Internet bandwidth Hundreds of • 280 MM + unique users millions • 180% y/y page view growth videos viewed • 4th largest website in the US a day Source: Internal statistics, ComScore ‟07 and „08, Hitwise ‟07. Note: All figures global. Web property size defined in audience; y/y growth from December 06-07. YouTube Confidential and Proprietary 1
  2. 2. Actions Taken as a Result of Watching Online Health Videos 70% Visited a website 60% Interacted with 69% Conducted medical Online professional Research 49% Forwarded a link 12% Made a or told someone Purchase about the video 17% Clicked on an 32% Commented on Video 93% have taken any action online ad Which of the following actions, if any, have you ever taken as a result of watching online health videos? YouTube Confidential and Proprietary 2 2 Source: “Online Health Videos: Realizing Opportunities with Emerging Media,” Online Testing Exchange, March 2008
  3. 3. You Tube and Search You Tube was Ranked the #2 Search Site Behind Google and Beating out Yahoo Source: ComScore October 2008 ( YouTube Confidential and Proprietary 3
  4. 4. Health Ranks #5 Among Searched Categories on You Tube YouTube Search Results (Total) YouTube Category Music 785,984,049 Sports 118,869,849 Movies 85,607,543 Automotive 50,820,159 Health 33,291,111 Shopping 30,120,371 Beauty & Personal Care 24,482,222 Food & Drink 24,058,283 News & Current Events 16,192,084 Travel 13,161,406 Science 13,103,077 Home & Garden 8,803,972 Source: YouTube Internal Data as of 8/6/08. YouTube search results triggered by user generated video tags. Estimates are based on total inventory forecasted and not necessarily what media remains available for September 2008. US Only. YouTube Confidential and Proprietary 4
  5. 5. YouTube is also a Community of People Looking for Information on Healthcare Topics that Matter Most What‟s On YouTube Today? 315,000 Videos about Health 122,000 Videos about Medicine 62,000 Videos about Surgery 113,000 Videos about Cancer 19,500 Videos about Diabetes 6,660 Videos on Heart Disease 4,770 Videos on Mental Illness YouTube Confidential and Proprietary 5
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  7. 7. Videos to promote a better understanding of health, from the Johnson & Johnson Family of Companies. We embrace research and science - bringing innovative ideas, products and services to advance the health and well-being of people throughout the world. 7
  8. 8. REPUTATION  The Johnson & Johnson “brand” – caring, socially responsible  Trusted source of health care information ENGAGEMENT  Comments  Listening/Responding  Learning COMMUNITY  Linking to other sites, including non-branded opco sites  Subscribing to other related channels  Videos embedded in external sites 8
  9. 9. Homepage Statistics  163,450 channel views  1840 subscribers Video Statistics  Currently 250 videos uploaded  1.51 Million views  „Teenage Obesity and Weight Loss Treatments‟ most viewed and most discussed video, with over 296,000 plays and over 700 comments  340 ratings, 4.5 out of 5 9
  10. 10. CULTURAL  Control of the message  Two-way communication LEGAL & REGULATORY  Comment mediation  Adverse Event reporting  Environment – ads, comments, links, copyright, etc.  Medical Advice/liability  Fair Balance, product information BUSINESS  ROI?  Resources  Staff  Commitment 10
  11. 11. The content available from the Johnson & Johnson health channel is for informational purposes only. The content is not intended to be a substitute for professional medical advice, diagnosis, or treatment. Always seek the advice of your physician or other qualified health provider with any questions you may have regarding a medical condition. Reliance on any information provided herein is solely at your own risk. Neither Johnson & Johnson nor any of its operating companies (Johnson & Johnson) are responsible for third-party materials appearing on the Johnson & Johnson health channel, including but not limited to linked third-party videos, linked third-party sites, and third-party advertisements. J&J does not control or endorse this third-party content and makes no representations regarding its accuracy. ©Johnson & Johnson Services, Inc. 2008-2010 11
  12. 12. Selected Comments Katrina - Nature At Its Worst. Nursing At Its Best: “wow.. I am in tears... i am currently a nursing student. and this just makes me have goosebumps.. to know that one day I am going to be a part of such a wonderful organization and be able to help people like that, and really make a different just touches my heart.. this is so wonderful.. thanks to every nurse out there...” “Get the kleenex! It is hard to believe that we as nurses have this positive influence on a daily basis; unfortunately, many of us go through our shift unaware. This video is certainly a glimmer of what nurses do yet, a great representation. It really makes me feel proud to be who I am and to know that what I do has such an impact. We need more commercials like these for our profession as we face the nursing shortage with an even stronger focus on the need for nursing educators. Thanks JandJ!‟‟ 12
  13. 13. Selected Comments Nursing – Patient Perspectives “They just showed this to us in our Nursing 202, class, and if this didn't touch you or remind you of why you are going into nursing, then there is something wrong. Thank you for this great video! „‟ “ 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‟‟ 13
  14. 14. Selected Comments Ulcerative Colitis “UC is such a challenge. Thanks for being a company that is involved in helping us deal with it!‟‟ Caregivers “Great video. Inspirational.” Egg Donor Child “This isa very nice video. Thanks for posting this. It's great to see, just to learn about it.‟‟ “Thank you J&J Health for making this and to everyone who watched it! ‟‟ -Allegra (Egg Donor Child) Bipolar Disorder THANK YOU SO MUCH FOR POSTING 14
  15. 15. Thank You! 15