This document provides an agenda for a discussion on using online video. It outlines the benefits of using YouTube for health and pharmaceutical companies, including engagement metrics. It then discusses Johnson & Johnson's health YouTube channel, challenges faced, and best practices for engagement. Additional topics covered include viral health videos, YouTube resources, and metrics for measuring success.

1. AGENDA
 Why use online Video
◦ Health Video online; YouTube
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The Johnson & Johnson health channel
◦ Touchpoints, Challenges
Other Pharma/Healthcare Channels
Viral Videos and the Next Big Thing(s)
YouTube Resources
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2. 
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90% of information transmitted to the brain is
visual, and visuals are processed 60,000X faster in
the brain than text. (Sources: 3M Corporation and Zabisco)
40% of people will respond better to visual
information than plain text. (Source: Zabisco)
Posts with videos attract 3 times more inbound links
than plain text posts. (Source: SEOmoz)
93% of marketers planned on using video for 2013
online marketing/sales/communications. (Source: 2013
Online Video Marketing Survey)
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3. 
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26% of patients watch online health videos at least
once a month
63% of patients take action as a result of watching
online health video
 Searched for more info, discussed with HCP/friends
 Discussed with MD, requested specific RX
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77% of physicians use online video to learn and keep
up to date with clinical information
38% of patients already watch or are interested in
watching a Pharm company video on YouTube;
23% on Facebook
Sources: Google/Manhattan Research
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4. 
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Over 1 Billion monthly users worldwide
2nd largest search engine after Google, 3rd most
viewed website
70% of traffic outside U.S. Localized in 56 countries
Mobile watch time exceeds 1 BN views a day
(+25%)
42-65% of patients click on YT sponsored listings
700 YouTube videos are shared on Twitter every
minute
Source: Google Internal statistics; October 2013
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5. Source: pharmaphorum, Daniel Ghinn Dec. 2012
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7. ▶
Reputation
◦ The J&J “brand” – caring, socially responsible
◦ Trusted source of health care information
▶
Community
◦ Subscribing to other sites, commenting, “liking”
▶
Engagement
◦ Open to pre-moderated comments
◦ Listening , and responding in an authentic voice

8. 
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“These markets are conversations. Their
members communicate in language that is
natural, open, honest, direct, funny and often
shocking. Whether explaining or complaining,
joking or serious, the human voice is
unmistakably genuine. It can't be faked.”
http://www.cluetrain.com/
(1999)
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9. ▶
Cultural
◦ “Control of the message”
◦ “Participating in the conversation”
▶
Legal & Regulatory
◦ 3rd party content – ads, links, related videos, etc.
◦ Medical Advice/liability
◦ AE reporting .3% of the 257,000 posts mentioning those pharma brands over a 30-day
period included adverse events reports (Medical Marketing and Media via Visible Technologies)
▶
Business
◦ ROI?
◦ Resources/Staff

10. 
“What’s the ROI of putting your pants on everyday?
It’s hard to measure, but there’s negative
consequences for not doing it.”
 Scott Monty, Global Head, Social Media, Ford

“What is the ROI of your mother? How do you
definitively quantify the value of personal
connections, relationships, appreciation, and
service.”
 Gary Vaynerchuk, Social Media Entrepreneur

“Running on Instinct… In the “New Normal”
everyone expects you to offer your services
anywhere, anytime.”
 Fonny Schenck, Across Health
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11. 
Breast Cancer

Mental Illness

HIV/AIDS

Diabetes
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ADD/ADHD
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Nursing

12. 
Nursing – Patient Perspectives

Ulcerative Colitis

Bipolar Disorder
“ love these JNJ videos. they play them in my intro to nursing class and I try
to hold back the tears. I changed my major from pre-med to PT and never
felt content until I decided to do nursing. I can't wait until I get my RN
degree. I even have a JNJ Be a nurse brochure hanging in my dorm”
“UC is such a challenge. Thanks for being a company that is involved in
helping us deal with it!’’
“He brought tears to my eyes at the end. So much admiration for both
Maurice and Paula. Thanks for posting.”

Channel Page Comments
“Your videos are great. It's good to see that major players like JNJ are active
in the health education market to promote healthy lifestyles and
solutions.”
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13. 
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Accuvue (contest)
Mayo Clinic
Nebraska Health Center (YT reference)
Living with ADHD (links)
The Doctor’s Channel
Sanofi TV (custom “gadgets”)
Pfizer
Novartis (effective use of playlists)
Boehringer Ingelheim (multiple channels)
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14. 
The idea came to Jorge Odón as he slept. Somehow, he said, his unconscious
made the leap from a YouTube video he had just seen on extracting a lost
cork from a wine bottle to the realization that the same parlor trick could
save a baby stuck in the birth canal.
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15. 
Will it Blend?
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Old Spice
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Mayo Clinic – Piano
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United Breaks Guitars
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KONY 2012 (98 Million views!)
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Miley Cyrus Wrecking Ball (329 Million views!!)
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16. Vine
Twitter
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17. 
Google Help Outs
o
How-to videos are the second most popular type of online video
content, with 56% of adults online watching the instructional
clips, according to a recent Pew Internet and American Life
Project survey.
• Google Helpouts are HIPPA compliant to address privacy concerns, and
Google is checking credentials for any providers in the medical field.
There is no framework for getting a Helpout session covered by
insurance, but Google thinks the category has potential to become a
regular part of modern health care.

Webicina.com
o
Webicina.com curates medical social media resources through
crowdsourcing with medical professionals and e-patients in
over 140 topics and 20 languages for free.
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18. 
Metrics
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Channel Resources
◦ YouTube Analytics – Views, Engagement, Discovery,
Playback
◦ Channel Meter
◦ Social Blade
◦ Stat Sheep
◦ Simply Measured
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Healthcare on YouTube (sample channel)
Pharma and OTC advertisers (brand channel spend levels)
Pharma Safety Features
Advertiser Resources
TruView demo
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19.  Questions?
 Contact
◦@rhalper
◦rhalper@yahoo.com
◦ www.linkedin.com/in/robjnj/
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