YouTube POV

Pharmaceutical Marketing

Objectives

• To provide a detailed understanding of pharmaceutical YouTube

accounts

• To identify the most effective way to engage users through the use of

YouTube (corporate, brand)

• To identify key takeaways and top-level observations

Methodologies

• The Dose of Digital Pharma and Healthcare Social Media Wiki was

used as a listing of current pharmaceutical YouTube accounts (39

pages)

• Each page was further broken down into the following categories

– Disease state

– Corporate

– Brand

– Other

• Each category was coded with a 1 for having that feature and left

blank if otherwise

• Several examples were identified and are highlighted in the

presentation

YouTube has the highest number of page views compared

with other social media sites

• Quantcast estimates that 60 million unique viewers visit YouTube each

month

• YouTube is the second most trafficked site globally

Sources:

1. Alexa.com.

2. http://www.analyticsseo.com/blog/average-website-metrics-google-analytics-bounce-rate-time-on-site.

3. Reach Gen-Y with YouTube video marketing by David Schwartz, SOS marketing blog.

WEB SITE Page

Views/

User

Bounce

%

Time on Site

(Minutes)

Alexa

Rank

TWITTER 4.84 38.9 7.47 10

FACEBOOK 12.95 14.2 32 2

YOUTUBE 13.8 24.3 19.38 3

LINKEDIN 9.4 28.4 7.39 21

AVERAGE SITE3 4.4 42.5 3.09 0

200,000,000

400,000,000

600,000,000

Facebook Twitter LinkedIn YouTube

Number of Social Media Users

YouTube video statistics

• Every minute over 35 hours of video is uploaded to YouTube; in 2010

13 million hours were uploaded

• Currently, 70% of YouTube traffic comes from outside the United

States; this is expected to increase with the growing number of high-

speed Internet users

– YouTube is available in 43 languages in 25 countries

• The average user is between the ages of 18 and 54

• Mobile makes up 5% of total usage

Source:

1. http://www.reelseo.com/youtube-statistics/

YouTube provides a different element to social media than

Facebook and Twitter

• Facebook and Twitter are used to stimulate conversation, push

information, and/or organize events

• YouTube doesn’t stimulate conversation but serves as a medium to

push and share a large amount of content

– Little room for engagement with YouTube

• TV might be the top platform for brand promotion, but online video

promotion has proven its worth

– The online video market has surpassed the billion dollar mark and is expected to

reach $5 billion by 2014

– Online video allows the advertiser to deliver content specific to the brand’s targets

Sources:

1. http://www.reelseo.com/relevant-video-advertising-monetization/

Interactive video ads are the next trend in online video

advertising

• Viewers are able to interact with

the video

• Viewers are more engaged if they

can impact or control the content

• User may forget they are actually

watching an ad

• Increase in views, which increases

rankings and ratings

Source:

1. http://www.reelseo.com/viral-branded-video-advertising-2011/

Interactive ad for Hell Pizza

Optimizing your video on YouTube is similar to optimizing

your product Web site for Google

• Text is key for increasing the ranking of your brand’s video

– Search engine spiders search titles, tags, and descriptions of videos

• Titles and descriptions should be clear and concise and include

keywords specific to your video or brand

– Including general popular keywords will not increase the rankings of your video

• Allow others to upload or embed the video to increase your ranking

by creating back links

• Ranking algorithm takes into consideration ratings and number of

views

• Short videos tend to be the most successful (between 2-3 minutes)

Source:

1. http://www.pandia.com/sew/1687-how-to-optimize-youtube-videos-for-top-ranking.html

YouTube Insight allows you to monitor the effectiveness of

your campaign

• Similar to Google Analytics, you

can monitor your channel

– Popularity of channel and videos

– Brief demographics of who is

viewing your channel

– Where in country or world your

video is getting the most hits

– How your video is contributing to the

YouTube community

Dividing the Universe of

YouTube Users

Pharma YouTube channels can be split into 2 groups

YouTube

Corporate

Company News Jobs

Brand level

OTC PrescriptionDisease

state

• The most common type of

YouTube channel in the

pharma space is at the

corporate level

Disease State37%

Corporate63%

Type of YouTube Channels(n = 37)

Pharma YouTube accounts have relatively few subscribers and

channel views compared with popular consumer channels

• The most popular channel on YouTube, VEVO, has over 100 billion

views

• The channel with the most subscribers, nigahiga by Ryan Higa, with

over 3 million subscribers

Brand (Channel Name) Channel Views

Johnson N Johnson (JNJHealth) 428,531

Mayo Clinic 296,024

Scripps Health 234,887

ExcedrinExpressGels 217,327

Novartis 171,220

Concerta (ADHD) 157,633

ADHD 155,679

Cleveland Clinic 143,506

Subscribers0%

0-10049%

101-20023%

201-3008%

300+20%

Number of YouTube Channel Subscribers(n = 39)

Upload views are higher than channel views

• Users are viewing videos more than they are viewing the channel

• Likely viewing videos other places than on the channel site

• Beneficial to upload videos to other source than just on YouTube

Brand (Channel Name) Total Upload Views

Mayo Clinic 3,683,388

Johnson N Johnson (JNJHealth) 3,341,240

Cleveland Clinic 589,474

ExedrinExpressGels 492,304

Pfizer UK 257,792

Pfizer (PfizerNews) 187,249

Scripps Health 161,476

Living With ADHD 156,642

InBedStory 149,274

Novartis 136,376

Concerta (ADHD) 115,156

ADHD 112,622

Bayer AG (BayerTV) 101,375

Pharma YouTube channels tend to be focused around the

corporation

• The majority of pharma YouTube channels are corporate pages that

focus on the company

Brand Level

YouTube Channels Corporate YouTube Channels

YouTube

Company Other NewsDisease

StateOTC Script

Top 10 tips for pharma and healthcare use of YouTube

1. Choose your YouTube efforts strategically

2. Create a video as short as possible

3. Choose your thumbnail carefully

– The default image is the middle point of your video (30 sec of a 60 sec video)

4. Use descriptive language in the title

5. Allow embedding and ratings of your videos

6. Integrate other online efforts

7. Don’t allow comments

8. Don’t expect people to stumble across your video

9. Maintain best practices even on YouTube

10. Establish the length of your channel before creating

Source:

1. http://blog.ogilvypr.com/2009/09/10-rules-of-using-youtube-for-pharma-healthcare-marketing/

Corporate Examples

Johnson & Johnson health channel

Pfizer News

Novartis

Abbott

Genentech

AstraZeneca

Amgen

Brand-Level Examples

Excedrin Express Gels

Concerta’s channel is titled ADHD, which could be confusing

or misleading to users

Lap-Band

Healthcare

GE Healthcare

Mayo Clinic

Top-Level Observations

Top-level observations

• YouTube is the second most trafficked site globally

• YouTube channels are generally corporate-focused

• Just like a Web site, it’s important to make sure your channel and

videos are search engine optimized

• Uploading video to other sources and allowing back linking increases

rankings

• YouTube used correctly can increase brand awareness and reach