1. YouTube POVPharmaceutical Marketing

2. 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

3. 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

4. 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: Alexa.com. http://www.analyticsseo.com/blog/average-website-metrics-google-analytics-bounce-rate-time-on-site. Reach Gen-Y with YouTube video marketing by David Schwartz, SOS marketing blog.

5. 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/

6. 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/

7. 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 Interactive ad for Hell Pizza Source: 1. http://www.reelseo.com/viral-branded-video-advertising-2011/

8. 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

9. 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

10. Dividing the Universe of YouTube Users

12. 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

13. Pharma YouTube channels tend to be focused around the corporation The majority of pharma YouTube channels are corporate pages that focus on the company YouTube Brand Level YouTube Channels Corporate YouTube Channels Script Disease State OTC News Company Other

14. Top 10 tips for pharma and healthcare use of YouTube Choose your YouTube efforts strategically Create a video as short as possible Choose your thumbnail carefully The default image is the middle point of your video (30 sec of a 60 sec video) Use descriptive language in the title Allow embedding and ratings of your videos Integrate other online efforts Don’t allow comments Don’t expect people to stumble across your video Maintain best practices even on YouTube 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/

15. Corporate Examples

16. Johnson & Johnson health channel

17. Pfizer News

18. Novartis

19. Abbott

20. Genentech

21. AstraZeneca

22. Amgen

23. Brand-Level Examples

24. Excedrin Express Gels

25. Concerta’s channel is titled ADHD, which could be confusing or misleading to users

26. Lap-Band

27. Healthcare

28. GE Healthcare

29. Mayo Clinic

30. Top-Level Observations

31. 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