This document discusses oncologists' use of YouTube and pharmaceutical companies' engagement on the platform. It notes that over 60% of oncologists watch professional videos online and the YouTube channels of two medical organizations have over 1 million views. Nearly 100 pharmaceutical companies have launched YouTube channels engaging at various levels. YouTube is partnering with pharmaceutical companies by providing account reps to address regulatory needs and updating templates to better display drug information. The document provides details on YouTube's plan to migrate channels to new templates in February, April and June 2013 and advises contacting the company to launch a brand's YouTube channel or get guidance on migration.

1. YouTube for Oncologists
February 2013
This information is confidential and was prepared by The Navicor Group solely for the use of our client.

2. Why YouTube?

3. YouTube Usage: Oncology
More than 60% of oncologists watch professional
videos online.
All Physicians
Oncologists
0% 20% 40% 60% 80% 100%
Source: Manhattan Research. Taking the Pulse® U.S.; 2012.
This information is confidential and was prepared by The Navicor Group solely for the use of our client.

4. YouTube Usage: Oncology
The ASH and ASCO YouTube channels have over
1 million views.
This information is confidential and was prepared by The Navicor Group solely for the use of our client.

5. What has pharma done to
date on this channel?

6. Pharma is engaging with YouTube
Almost 100 pharma channels have been launched on YouTube, including
the following companies:
For a full list, click here: https://sites.google.com/site/hcytex/home
This information is confidential and was prepared by The Navicor Group solely for the use of our client.

7. Pharma is engaging with YouTube
They are engaging at every level:
• Corporate
• http://www.youtube.com/novartis
• http://www.youtube.com/SeeInsideMylan
• Disease State Awareness
• http://www.youtube.com/facesofmbc
• http://www.youtube.com/RISEsupport
• http://www.youtube.com/hpvstories
• Branded Products
• Therapy
• http://www.youtube.com/CDUCStories
• http://www.youtube.com/user/caystonvideos
• Therapy with a blackbox warning
• http://www.youtube.com/depressionaddon
• Devices
• http://www.youtube.com/NovoNordiskDevice
For a full list, click here: https://sites.google.com/site/hcytex/home
This information is confidential and was prepared by The Navicor Group solely for the use of our client.

8. How is YouTube
partnering with
pharma?

9. YouTube understands the needs of pharma
YouTube employs account reps who are assigned to pharma brands. These
reps are very knowledgeable about our regulatory needs and are advocating
internally with Google for YouTube to accommodate the challenges that we
face in our industry.
With 25% of YouTube’s
traffic coming from mobile
devices and another 25%
coming from TVs, YouTube
has decided to update the
template used for their site.
This update will allow
greater visibility to our
brand’s ISI and PI.
To see the new template in action, click here:
http://www.youtube.com/user/zeitgeistminds/ZeitgeistMinds
This information is confidential and was prepared by The Navicor Group solely for the use of our client.

10. New templates—migration plan
February 14, 2013
• Channel owners will see a notice to try a new channel design,
when logged in
• A guided help module will walk users through a checklist to
optimize their channel in the new design
Mid-April 2013
• Most channels will be forced to migrate
Mid-June 2013
• Pharma channels that have been put on Google’s list will be
given until June to migrate their channels
If you have not yet made a plan for your channel’s migration, please
contact Navicor for further guidance. Please note that this should be done
ASAP in order to avoid having to migrate your channel in April.
This information is confidential and was prepared by The Navicor Group solely for the use of our client.

11. To find out more…
For any questions or to launch your
brand’s YouTube channel, please
contact our digital strategist, Philip
Storer, at 614-543-6347 or
phil.storer@navicorgroup.com.