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

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Developing Compelling Content: Online Video as a marketing channel

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)

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The Visual is Visceral

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

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Online Health Video

Sources: Google/Manhattan Research

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

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Why use YouTube?

Source: Google Internal statistics; October 2013

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Pharma on YouTube

Source: pharmaphorum, Daniel Ghinn Dec. 2012

Johnson & Johnson Health Channel Launches

on YouTube August 2008 Videos to promote a better understanding of health

http://www.youtube.com/JNJhealth

▶ 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

Johnson & Johnson Health Channel Touch Points

“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)

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the cluetrain manifesto

▶ 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

Johnson & Johnson Health Channel Barriers

“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 Health10

What is ROI?(Return on Ignoring?)

Breast Cancer

Mental Illness

HIV/AIDS

Diabetes

ADD/ADHD

Nursing

Engagement with Health Care Communities

Nursing – Patient Perspectives“ 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”

Ulcerative Colitis“UC is such a challenge. Thanks for being a company that is involved in helping us deal with it!’’

Bipolar Disorder“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.”

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Selected Comments

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)

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Health/Pharma Channels

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.

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Car Mechanic Dreams Up a Tool to Ease Births

Will it Blend?

Old Spice

Mayo Clinic – Piano

United Breaks Guitars

KONY 2012 (98 Million views!)

Miley Cyrus Wrecking Ball (329 Million

views!!)15

Viral Videos

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The Next “Big” Thing is Micro Video

VineTwitter

Google Help Outso 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.como Webicina.com curates medical social media resources through

crowdsourcing with medical professionals and e-patients in over 140 topics and 20 languages for free.

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This Just In!

Metrics◦ YouTube Analytics – Views, Engagement, Discovery, Playback◦ Channel Meter◦ Social Blade◦ Stat Sheep◦ Simply Measured

Channel Resources◦ Healthcare on YouTube (sample channel)◦ Pharma and OTC advertisers (brand channel spend levels)◦ Pharma Safety Features◦ Advertiser Resources◦ TruView demo

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YouTube Resources

Questions?

Contact◦@rhalper◦rhalper@yahoo.com◦www.linkedin.com/in/robjnj/

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THANK YOU!