Tag Archives: YouTube

Posted in Mobile Video on February 25th, 2011 by Mark Hollander

Online Video Year in Review – comScore Report

Viewers, Engagement and Viewing Hours For Online Video Continues To Grow

Life Sciences marketers and advertisers will want to take note of comScore’s “2010 Year US Digital Year in Review” (simple registration required). Online video viewership, the rise of mobile media and the rise of online television sites like Hulu require medical marketing executives to rethink their FY2011-FY2012 budgets.

What You Need To Know: Sixty Second Version

An average of 179 Million Americans watched online video each month in 2010
Engagement levels also rose, read more…

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Posted in Mobile Video on January 4th, 2011 by Mark Hollander

Video or Print: Which Is More Powerful?

For pharmaceutical companies, the price of ignoring online video in communications strategy is high. Without a video presence on corporate portals and YouTube, both Brand and Company are at risk for relinquishing control of their story. Or rebuttal.

Consider how the pharmaceutical pricing story is so closely tied to Good Manufacturing Practices. A pharmaceutical company’s products are difficult to research, discover and bring to market; and once approved for use in the U.S., are manufactured under exacting conditions.

The press coverage of read more…

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Posted in Mobile Video on August 13th, 2010 by Mark Hollander

YouTube Increases Running Time To 15 Minutes: You Have More Time To Tell Your Story

Citing improvements in automated copyright patrolling by the Content ID System, YouTube recently announced that videos can now run 15 minutes, a 50% increase from the previous limit of 10 minutes.

While I’m not sure that I buy the notion that it was Content ID alone that sparked the change (it’s just as easy to infringe in blocks of ten minutes as fifteen) I am persuaded that this is good news for healthcare communicators.

A Better Way To read more…

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Posted in Social Media on May 22nd, 2009 by Mark Hollander

Eularis Releases “eMarketing Using Social Media” Report

Patients and physicians are increasingly relying upon digital word of mouth – Twitter, YouTube, Facebook – for their peer-to-peer information.  Separating buzzwords from actionable data is a daunting task.  Eularis, a pharmaceutical analytics consultancy focusing on “data-driven decisions” has announced a new report on eMarketing in the age of social media.

Key content includes:

Pharma Internet Marketing Today, Past and Present
Creating an Effective On-line Strategy
Building a Trusted On-line Pharmaceutical Brand
Where it All Began: Web sites
Where it Moved: eDetailing and eLearning
Where We Are read more…

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Posted in Mobile Video on May 20th, 2009 by Mark Hollander

FDA Owes Health Care Marketers Better Guidelines for Online Media

The Wall Street Journal Health Blog

It’s not easy for a health care marketer making the leap from broadcast to broadband.  As reported by Jacob Goldstein in the Wall Street Journal’s Health Blog,  Johnson & Johnson received an FDA warning letter which prompted the removal of an online video for Ultram ER from the PainAwareness.org site.

What strikes me as interesting is that PainAwareness is a site intended for health care practitioners and goes so far as to offer CME.  Would this have been different had the read more…

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Posted in Social Media on February 23rd, 2009 by Mark Hollander

Health Care Marketing on YouTube – A Tale of Two Channels

As first reported by attorney Mark Senak of Eye on FDA, Pharma is jumping on the YouTube video bandwagon with mixed strategies and varying results. Abbott, GlaxoSmithKline, Johnson & Johnson and Sanofi Pasteur feature what could best be described as “corporate communications meets the kitchen sink.”   But it’s product promotion where things really get interesting.

Sixty Second Case Studies

Let’s take a quick look at two great uses of YouTube for pharmaceutical marketing:

Sanofi-Aventis’ “Go Insulin YouTube Channel” for Lantus
AstraZeneca’s “My Asthma Story YouTube Channel” for Symbicort read more…

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Posted in Social Media on February 17th, 2009 by Mark Hollander

Hey Pharma… What would you do if Christian Bale were your brand?

Health care communicators are in double trouble:

Do too much and you’ll become the next Yaz with FDA fining you $20 million dollars in make-good advertising obligations
Do too little and when you’re caught unprepared to manage a mishap, you could be the next Christian Bale news cycle

This article provides a quick case study of how bad news moves from audio to web to video to broadcast TV in 13 days time, and offers 3 suggestions based upon your budget to prepare themselves for a read more…

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