Mobile Video and Pharma
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The mobile video revolution and how it can benefit Pharma
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Mobile Video and Pharma
- 1. ROB HALPER Social Video Consultant Former Director, Video Communication Johnson & Johnson 1
- 2. Video results have appeared in almost 70% of the top 100 search listing on Google in 2012 (Marketing Week) More than 700 YouTube videos are shared on Twitter every minute. More than 500 years of video are watched daily on Facebook (Supercool Creative Blog) (Ragan) Posts with videos attract 3 times more inbound links than plain text posts (SEOmoz) 93% of marketers planned on using video for 2013 online marketing/sales/communications. (2013 Online Video Marketing Survey) 2
- 3. Mobile video traffic exceeded 50 percent for the first time in 2012. Mobile video traffic was 53 percent of (mobile) traffic by the end of 2013. YouTube: 40% of YouTube's traffic now comes from mobile. Compare that to just 25% last year and 6% only two years ago. Cisco has predicted that two-thirds of the world’s mobile data traffic will be video by 2016 and that mobile video traffic will grow “25-fold” between 2011 and 2016. http://bit.ly/movidtraffic Business Insider 3
- 4. 4 Mobile users will watch a video anywhere from 2.4 to 5 minutes. business2community
- 5. One in three people (32 percent) watch health videos online More than half (54 percent) of patients want information on specific conditions when they watch health videos online. 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 Google's Screen to Script study noted physicians on average spend three hours per week watching online videos for professional purposes. They view sites such as Medscape, YouTube, pharmaceutical company websites. health consumer study by Google and OTX Google/Manhattan Research 5
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- 10. Over 1 Billion monthly users worldwide Over 6 Billion hours of video watched every month 2nd largest search engine after Google, 3rd most viewed website More video is uploaded to YouTube in one month than the 3 major US networks created in 60 years According to Nielsen, YouTube reaches more US adults ages 18-34 than any cable network 10 Source: Google Internal statistics; October 2013
- 11. Mayo Clinic (12million views; 19,000 subscribers) AZ Purple Zone (Nexium branded) Psoriasis Matters (Stelara branded) Nebraska Health Center (YT reference) Living with ADHD (Janssen, UK) Johnson & Johnson Channel (Corporate video) Novartis (effective use of playlists) Boehringer Ingelheim (multiple channels) 11
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Editor's Notes
- Why use You Tube and the significance and use of online health video, stats The J&J health channel on YouTube. Some off the opportunities, challenges, and results Other notable channels Resources for Channel owners and Pharm companies What’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
- 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
- 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 channels Pfizer: Good use of Playlists Novartis: Nice design social links