August 10, 2010 » Taking Advantage of YouTube Provides More Exposure and More Communication to Patients
Companies that are putting videos on their websites should consider posting them to YouTube to gain more visibility. YouTube is a force of the future and can be used as a highly effective marketing tool for companies looking to expand their audience base. As interactive media expands, companies can make use out of popular web-based outlets to better reach and inform their audiences while positioning themselves to meet their needs in this growing digital world.
In an age that prides itself on learning more through interaction and less through reading, YouTube provides users with a plethora of health information that may or may not be the most accurate, but where your video falls in line depends on you and how much effort and creativity you put into it.
According to a BBC News release , YouTube videos account for 60% of all videos watched online, so while placing a video on your website may give you an edge among the targeted few, posting it on YouTube makes it available to the interested many surfing YouTube channels.
YouTube, according to Alexa.com, is rated the third most visited website on the internet, falling right below Facebook and Google. In 2008, YouTube surpassed Yahoo as the worlds #2 search engine. Ensuring broad visibility of your video, YouTube provides Marketers with the capability to reach global audiences cost free. With time and effort–because nothing worth looking at is created in mere minutes–YouTube can become not just a platform to another digital outlet, but can also serve broader purposes in your marketing campaign. It becomes a powerful channel to those marketers striving to build awareness, allowing them to reach patients and HCP’s where they are online.
Pharma companies have just begun chomping at the bit when it comes to YouTube. Those that have taken the initiative include Johnson & Johnson, Novartis, Sanofi-Aventis and Ortho-McNeil-Janssen Pharmaceuticals. Johnson & Johnson, a dominant force in social media, has taken its content one step further by creating its own YouTube channel. J&J’s channel presently has 2,706 subscribers and total upload views surpassing 2 million. In comparison, the Novartis channel has 361 subscribers and over 57,000 views. So why is there such an expansive difference between these two companies’ channels? There could be a number of reasons but it may simply come down to the content, the flashiness of the site, and its entertainment value. Many company channels and videos also post patient testimonials among their commercials and news updates giving audiences a handful of material to look at.
YouTube has not yet reached its peak as the prevailing social media tool in the Pharma industry, but its simple setup and broad visibility represents itself as a prominent tool for growth and expansion.
So why not start today? Facing the unknown can always be a bit intimidating but with resources from helpful sites like http://www.doseofdigital.com/2009/09/8-tips-help-own-youtube-search-results and http://www.google.com/support/youtube/, the ability to create and upload will be easier than you think and the benefits will surly outweigh the hassles.
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