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Pharma YouTube Channels: Content and Comment
Nexus, Dec 2010, Pages: 81
Popular video sharing site YouTube is the third busiest website in the world, visited by almost 109 million unique users each month. Nearly a day and a half's worth of content is uploaded by users on to its servers every minute, and channel managers from 15 pharmaceutical companies are included in their numbers.
Whilst YouTube offers the opportunity to reach a vast consumer audience at relatively low cost, the unfamiliar nature of the video sharing environment to the Pharma industry, with all the attendant issues that a heavily regulated industry faces when participating in a social web environment, has meant that Pharma presences upon the site have been slow to develop.
However, a number of companies have begun to forge effective presences around the channels they have created and the content that they are developing and sharing, each developing their own set of strategic and tactical best practices from the lessons they have learned from their activities.
Pharma YouTube Channels: Content and Comment brings together the thought leadership of five of the industry figures who speak with authority to the subject of Pharma's use of YouTube through their direct participation or oversight: Rob Halper (Johnson & Johnson), Andrew Widger (Pfizer), Gary Monk (Janssen), James Musick (Genentech) and John Pugh (Boehringer)
Containing a contextual introduction, statistics, definitions, charts and five exhaustive interviews presented in a round table question and answer format for ease of reading, the report is essential reading for those interested in the development of the industry's presence on the social web and the uses to which video sharing are being put.
The report includes:
- Expert insights from the architects of and spokespersons for five of the leading Pharma industry YouTube presences
- Comprehensive explanations of the thinking behind the strategic planning and tactical implementation of Pharma YouTube channels.
Key features
- Contextual introduction providing the latest data regarding YouTube's reach and influence as a video-sharing channel
- Stage-by-stage accounts of the development of Pharma YouTube channels
- In-depth analysis of the types of content published, issues around the facilitation of user engagement, metrics used, and the measures of success utilised
- Conclusion featuring suggestions as to best practice guidelines in the planning, implementation, and maintenance of a Pharma YouTube channel
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