YouTube POVPharmaceutical 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

Facebook Twitter LinkedIn YouTube0

200,000,000

400,000,000

600,000,000

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 Prescription Disease 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

0-10049%

101-20023%

201-3008%

300+21%

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 ViewsMayo Clinic 3,683,388Johnson N Johnson (JNJHealth) 3,341,240Cleveland Clinic 589,474ExedrinExpressGels 492,304Pfizer UK 257,792Pfizer (PfizerNews) 187,249Scripps Health 161,476Living With ADHD 156,642InBedStory 149,274Novartis 136,376Concerta (ADHD) 115,156ADHD 112,622Bayer 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 News Disease State OTC Script

Top 10 tips for pharma and healthcare use of YouTube

1. Choose your YouTube efforts strategically2. Create a video as short as possible3. 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 title5. Allow embedding and ratings of your videos6. Integrate other online efforts7. Don’t allow comments8. Don’t expect people to stumble across your video9. Maintain best practices even on YouTube10. 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