Podcast: Pharma YouTube - Successful Use of Online Video to Support Patients
Pharmaceutical marketers have a wealth of experience producing videos for direct-to-consumer (DTC) advertising (in the U.S.) and disease-awareness piblic service messages worldwide. It's no surprise, therefore, that the Dose of Digital's Pharma and Healthcare Social Media Wiki includes dozens of pharma YouTube channels, or what I like to call "YouPharma".
The Johnson & Johson family of companies, which includes Janssen UK, have been the leaders in launching branded and unbranded YouTube channels. This show features two of the best examples of that. Gary Monk is the person responsible for Janssen-Cilag's "Living with ADHD" YouTube site, which features a video is entitled "ADHD: A day in the life by Janssen-Cilag Ltd." Rob Halper is the person who single-handedly maintains the J&J Health Channel on YouTube, which is a non-branded site with the goal of presenting a better understanding of health and health care issues.
Questions/Topics Discussed
- Describe your YouTube campaign/channel. Who is the intended audience(s)?
- How did you get internal buy in for your digital video campaign?
- How do you define "engagement" with patients via your YouTube channel? Do you allow comments?
- What's your measure(s) of success?
Listen here.
