DHC Klick Social Media Landscape Q1 2013 Reference (c)

SOCIAL'MEDIA'LANDSCAPE:'
PHARMACEUTICAL'AND'DEVICE'

BEST IN CLASS Digital'Health'Coali-on'+'Klick'Health''/''Q1'5'2013'

ABOUT'THIS'PROGRAM'
This Landscape document is meant to be a thought-starter for those in the healthcare field who are
considering social media. It represents a cross section of the accounts that are showing the best
practices in the industry, with a few wildcards thrown in to show different elements of social media
that we consider important.

When reading this deck, it is important to remember that this is the pharmaceutical industry. A good
number of followers or engagements for this industry is orders of magnitude lower than the consumer
brands that also populate the channels.

The accounts that are profiled are chosen from the full list available at the Digital Health Coalition.
Many of these companies are clients of Klick Health, and some engage Klick Health in social
projects.

We have broken the list down by channel and type. For example we start with Facebook for branded
pharmaceutical pages then look at Facebook for corporate pages.

Each channel has a set of criteria by which we measure the effectiveness of the account. There is a
certain level of interpretation and professional opinion in these assessments, and you may not agree
with our analysis, or you may think we should have reviewed different accounts, or, just maybe you
agree with our choices. Whatever your opinion, we want to hear from you.

Reach out to us on Twitter at @digitalhealthco or @klickhealth.

TABLE OF CONTENTS
Select a brand to view a specific case study. To Navigate back to the table of contents, click the logos on the bottom right.'

Facebook Twitter YouTube
BRANDED BRANDED BRANDED

I am Generess Race with Insulin Psoriasis Matters

FluMist OneTouch Viagra

Gilenya Go Accu-Chek Your Injection-Pen Center (Novo Nordisk)

Axona

Lunesta

CORPORATE CORPORATE CORPORATE

GlaxoSmithKline GlaxoSmithKline Johnson & Johnson

Pfizer Novartis Pfizer

Bayer Millennium Bausch + Lomb

Millennium

BRANDED / FACEBOOK / GENERESS OVER'ALL'RATING:'' !!!'

A page devoted to the Generess
charitable program: I Am Generess
as well as branded product
information.


BRANDED CHARITABLE PROGRAM FOR BIRTH CONTROL PILL.
CATEGORY NOTES RATING

Popularity 23,142* likes, slowing editorial and engagement !!!'

Editorial Combines news about charitable programs with links to website tools and !!!'
videos. Does not mention drug indication. The editorial becomes repetitive after
a while.
Comments Best interaction on copay program extension 2013, some moderation of !!!'
comments, active wall
Engagement Page engages in Likes, promotes secondary groups such as RAINN !!!'

Apps Repurposed apps from website which are still interactive, links to Facebook !!!'
App for integration
Integration Links from both branded product and charity sites to the Facebook page. Links !!!'
from editorial to corporate drug information, both charity and copay programs,
and YouTube videos on the branded channel. Websites also allow direct
sharing on Facebook.
Regulatory Has indication and branded charity program with ISI in More Information box. !!!'
Indication not mentioned in editorial stream.
*'AS'OF'JAN,'2013'


WHAT WE CAN LEARN FROM THIS PAGE:
This page is devoted to a charitable campaign baked into the brand itself. As a
reflection of this campaign the Timeline contains items that the audience finds
worthy of sharing.

Call outs to the relevant brands provides more community integration. Not
surprisingly, the 3rd party associations do not link back, but Generess still gets
some credit from its audience for promoting these groups.

BRANDED / FACEBOOK / FLUMIST OVER'ALL'RATING:'' !!!'

The branded flu vaccine page for
FluMist featuring the cheeky “Pick
your nose” campaign.


BRANDED FLU VACCINE PAGE.

Popularity 26,381* likes, engagement declines later in the month !!!'

Editorial Content is interesting and lively, but quickly becomes repetitive. The timeline !!!'
needs more images and Facebook-formatted links (rather than Bit.ly shortened
links).
Comments Comments off !!!'

Engagement Posts are regularly shared by 1-2 users, uses polls to drive some engagement !!!'
without comments
Apps Poll app interesting but hard to see why it’s better than embedded Facebook !!!'
polls, share app ok, but similar difficulty
Integration No links out to external properties, link from website to Facebook !!!'

Regulatory Brand and indication mentioned together, ISI in the More Information box !!!'
and on App tab
*'AS'OF'JAN,'2013'


The campaign’s mix of humor with a serious message is a good match with the
Facebook platform.

With a seasonal product like this we would expect to see engagement fall off in
the spring.

With both this page and I am Generess we see a good use of repurposed
materials from the brand website incorporated into Facebook Apps. Note that
these App versions are specially formatted, they are not just website materials
taken as-is.

The formatting of links to Facebook is an issue and is most likely caused by the
use of a social CMS such as HootSuite.

BRANDED / FACEBOOK / GILENYA GO OVER'ALL'RATING:'' !!!'

A branded product page that sets
the standard for traditional
pharmaceuticals on Facebook.


BRANDED PRODUCT PAGE.

Popularity 13,908* likes, recent spike in engagement !!!'

Editorial Content is focused on Patient spokespersons and shows visitors that there !!!'
is a rich support community available

Engagement Positive images get massive (for the category) shares. For example, 7,841 !!!'
shares for the inspirational image shown on the next page
Apps Video libraries from website available in Apps, reformatted for Facebook !!!'

Integration No links out to external properties, link from website to Facebook !!!'

Regulatory Brand and indication mentioned together, ISI in More Information box !!!'
and on App tab. More information box always visible on the Facebook page.
*'AS'OF'JAN,'2013'


Focus on patients helping patients (even with the caveat that they are paid
spokespeople) is a strong approach for Facebook’s social base.

Some of the inspirational images get the most shares of any topics found in the
pharmaceutical space, nearly 8,000 for the one at the right.

Experiment with different media types and messages to find what works for your
audience, then do more of that, and repeat.

BRANDED / FACEBOOK / AXONA OVER'ALL'RATING:'' !!!'

A branded product page for an Rx
functional food. This page follows the
same rules as other Rx products.


BRANDED PAGE FOR Rx FOOD SUPPLEMENT FOR ALZHEIMER’S PATIENTS.

Popularity 6,984* likes, recent activity driving bump in engagement !!!'

Editorial Solid condition research news and lifestyle tips. Some video, not extensive. !!!'
However, content not updated since December, 2012. More consistent editorial
schedule needed.

Engagement Small number of followers reduces shares, may improve if current spike in !!!'
engagement continues, no polls or other safe forms of engagement
Apps Text only, no reason to interact !!!'

Integration Links from branded website to the Facebook page. Links from editorial to !!!'
corporate drug information.
Regulatory Has indication and brand together on page with ISI difficult to find !!!'

*'AS'OF'JAN,'2013'


The editorial plan evident on this page plays well to the condition-related
issues that patients and caregivers will be drawn.

It is hard to say what is driving a recent spike in engagement numbers (Likes
and Talking About) but there is a large amount of variability in Facebook
engagement so there may not be an external explanation.

The lack of posts since December, 2012 shows the importance of a
consistent editorial strategy.

BRANDED / FACEBOOK / LUNESTA OVER'ALL'RATING:'' !!!'

This is one of the older branded
product Facebook pages. As such, it
tends to adhere to earlier standards
of acceptable behavior on Facebook.


BRANDED PRODUCT PAGE

Popularity 26,461* likes, variable attention to channel !!!'

Editorial Timeline contains a good assortment of visuals, links, and polls in its posts. !!!'
Indication never directly mentioned which causes some awkward posts and
forces the use of bit.ly links in places.

Engagement Posts are regularly shared by 1-2 users, uses polls to drive some engagement !!!'
without comments
Apps Used Facebook Events app in 2012 but has not repeated, Follow the Wings !!!'
game is well executed but has limited utility for the target audience, videos are
potentially interesting to the audience but using Facebook vs. YouTube may
reduce view count there
Integration Links out to website but website does not reciprocate !!!'

Regulatory ISI in the Products box and on App tab, the About box uses “reminder ad” style !!!'
in that it does not mention indication to keep page shares compliant, the word
“sleep” does not appear on the Timeline
*'AS'OF'JAN,'2013'


This page is a reasonable use of Facebook, but the
engagement style hasn’t been updated since its
inception.

From a regulatory standpoint, it has the least indication or
condition mentions of the branded pages. This makes it
inherently safer than other editorial strategies, but the
nature of the Timeline is that some indication references
will bleed in.

The use of Facebook Polls allows for some interaction
even with comments turned off.

CORPORATE / FACEBOOK / GLAXOSMITHKLINE OVER'ALL'RATING:'' !!!'

The GSK corporate page on
Facebook has the highest fan base
of the pages reviewed.



Popularity 73,122* likes, fan base increases engagement levels !!!'

Editorial Editorial direction has cycles with intense focus on an issue for a month, in !!!'
January it was Neglected Tropical Diseases, plus corporate information, and
career news. Good use of imagery in the Timeline.
Comments Comments and shares on posts fairly consistent, good involvement by fan !!!'
base. Some moderated (removed) comments apparent.
Engagement Channel is mostly outbound messaging, however page owners do respond to !!!'
comments when necessary re: patient questions and news questions and are
not afraid to tackle controversial subjects.
Apps Apps provide the terms and conditions and highlight GSK’s involvement in the !!!'
London Olympics. Integration is enhanced with YouTube and Twitter apps that
integrate those channels.
Integration Links out to GSK unbranded properties such as More than Medication and 3rd !!!'
party sites. Also links to GSK YouTube videos and guest posts on other blogs.
Social Apps also encourage cross-pollination.
Regulatory No products mentioned, links only to neutral properties and corporate !!!'
materials.
*'AS'OF'JAN,'2013'


The visual nature of the Timeline demands imagery to
catch viewers’ attention. Concentration on a topic for a
relevant period maximizes the number of fans who will
see the material.

The ability to engage in even difficult topics in a robust
manner helps the brand and plays well on social
channels, as does responding to patient questions.

Finally, there is no substitute for the amplification
available when you have a large (for the industry) fan
base.

CORPORATE / FACEBOOK / PFIZER OVER'ALL'RATING:'' !!!'

Pfizer combines its rich history with
current philanthropic and charity
initiatives. Integration with the "Get
Old" campaign makes good use of
the channel's reach.



Popularity 61,511* likes, fan base increases engagement levels !!!'

Editorial Editorial combines Pfizer’s long history through images with posts about !!!'
charitable efforts, employees, Science, and other corporate initiatives
Comments Comments and shares on posts fairly consistent, good involvement by fan !!!'
base.
Engagement Channel seems to be mostly outbound messaging, no engagement on !!!'
comments (sample did not include any controversial comments).
Apps Apps well used for important page content such as Commenting terms of use, !!!'
AE reporting, with the app icons used to clearly describe content. No interactive
apps provided.
Integration Page links out to Pfizer blogs such as Think Science Now as well as corporate !!!'
campaigns such as GetOld.com. There is good cross-channel linages to and
from YouTube. The corporate website also links in to the page.
materials.
*'AS'OF'JAN,'2013'


The focus on both corporate giving and employee charitable activities shows
the commitment to community in the company.

The historical images are fun and reinforce Pfizer’s position as a US pioneer in
pharmaceutical development.

Integration with corporate unbranded campaigns such as Get Old reinforces
both properties.

CORPORATE / FACEBOOK / BAYER OVER'ALL'RATING:'' !!!'

A solid corporate Facebook presence
with a focus on governance and
science but with the occasional dose
of fun as well.



Popularity 79,055* likes, consistent high engagement !!!'

Editorial Posts follow corporate standards for Facebook pages: corporate social !!!'
responsibility, global initiatives, historical photos, links to corporate blog, etc.
There is also some humor to liven up the Timeline. Good use of highlighting
(full width on Timeline) on important posts.
Comments Approximately 50% of posts have comments, only a few noticeable moderated !!!'
(removed) comments.
Engagement Moderate level of engagement on most posts. Humorous “Gangnam Style” !!!'
video has the most shares and comments in recent Timeline.
Apps Traditional use of Apps for corporate information and commenting rules, some !!!'
sharing tools such as My Bayer Story and some music events.
Integration Integration with other social platforms such as YouTube, some links to website !!!'
and blog, link from website to Facebook.
materials.
*'AS'OF'JAN,'2013'


A good, solid corporate brand page on Facebook with something for the
most common audience types: employees, potential employees, friends
of employees.

Humor gets the most shares and comments.

Corporate governance gets the most editorial space. The focus on
employees is a good practice.

CORPORATE / FACEBOOK / MILLENNIUM OVER'ALL'RATING:'' !!!'

A corporate page from a smaller
oncology firm directs its messages to
the local Boston population and its
current and potential employees.


BRANDED PRODUCT PAGE.

Popularity 388* likes, some high engagement days in January !!!'

Editorial Posts on the page are related to corporate social responsibility, career news, !!!'
industry and technology news.
Comments Some engagement, lower fan base means niche company has a harder time !!!'
attracting commenters.
Engagement Charity campaign gets consistent likes from fan base, most shared story was !!!'
corporate “best place to work” award, small fan base hurts numbers.
Apps Apps are text from website, no compelling reason to use. !!!'

Integration Integration with other social platforms such as YouTube, some links to website, !!!'
link from website to Facebook.
materials.
*'AS'OF'JAN,'2013'

Disclosure:'Millennium'is'a'client'of'Klick'Health.'We'did'consult'on'the'creaRon'of'their'social'channels'but'have'no'involvement'in'the'day'to'day'operaRon.'


The editorial style is fun and engaging with images and videos breaking up
the standard text and link posts.

The corporate information, especially the “best company to work for” posts
get the most shares.

Engagement is limited by the small fan base. Real world brand has a
powerful effect on social media engagement, media is sometimes necessary
to overcome a small real world footprint.

BRANDED / TWITTER / RACE WITH INSULIN OVER'ALL'RATING:'' !!!'

The granddaddy of branded
pharmaceutical social media. The
brand is far in the background, the
tweets are all IndyCar with the
occasional shout out to the sponsors
and in many images showing logos.


BRANDED GLOBAL FEED FOR DIABETES MONITORING TOOL

Popularity 5,571 followers, Klout: 63, Kred: 741, Tweet Grader: 100 !!!'
(the grand-daddy of branded social media in pharmaceuticals – started on May 1, 2009)

Editorial 2,518 tweets, all about Charlie Kimball’s racing activities: race results, photos !!!'
of events, “in the pits” commentary, etc. Live tweeting of some events like the
Rolex 24 on Jan 26/27. Has recently tried the new Vine app.
Interaction The account shouts out to other Twitter accounts almost continuously, this !!!'
creates many replies and further mentions of the account. Race with Insulin
gets good exposure, and Novo Nordisk gets spin-off benefits by having a
channel that doesn’t overlap the traditional e-patient groups.
Engagement Even when live-tweeting an event like the Rolex24, RaceWithInsulin gets !!!'
retweeted regularly, from 1 to 8 times per post. Considering the “burn out” that
typically accompanies live-tweeting events this is impressive. Other times the
account sustains a consistent retweet level of 1-8.
Integration The account links to initiatives by other Twitter users but does not link to either !!!'
branded NovoLog sites or Novo Nordisk corporate materials. Linked from
NovoLog and Novo Nordisk US sites, but not home pages.
Regulatory Mentions condition in passing, Twitter page has ISI built into background. !!!'

*'AS'OF'JAN,'2013'


WHAT WE CAN LEARN FROM THIS ACCOUNT:
The best attribute of this account is the fact that it reaches into
a different group — IndyCar racing fans — that may not be
reached by most other Novo Nordisk initiatives.

The friendly, passionate tone to the twitter stream reflects the
racer’s life and enthusiasm for the sport. This authenticity gives
all messages through this channel a higher level of trust.

BRANDED / TWITTER / ONE TOUCH OVER'ALL'RATING:'' !!!'

A device property in a highly
populous condition, OneTouch is
doing a lot right but needs to up its
game to stem the slide in followers.


BRANDED GLOBAL FEED FOR DIABETES MONITORING TOOL.

Popularity 7,843 followers, Klout: 50, Kred: 717, Tweet Grader: 100 !!!'

Editorial 781 tweets, mainly broadcast links to American Diabetes Association content, !!!'
profile needs feature image
Interaction Almost none, one retweet of another user found, no mentions !!!'

Engagement Most tweets get a handful of retweets and favorites, account uses “RT” !!!'
incorrectly and does not mention retweeted account
Integration Link to profile from branded site and link back on profile. No links to branded !!!'
site in tweets. Some links to branded Facebook page.
Regulatory Links to safe 3rd parties, no brand mentions !!!'

*'AS'OF'JAN,'2013'


The external links to other diabetes resources make this feed a good curation point.

The account may need to begin one-on-one engagement to stall the slide of followers.

There is an “echo” of an apparent mistake in the feed created the apology to the right.
OneTouch did a good job of apologizing authentically and moving on. The
conversation did not grow past a handful of participants and was quickly lost in the
background noise.

BRANDED / TWITTER / ACCU-CHEK OVER'ALL'RATING:'' !!!'

Another device property in the
diabetes category. This account
provides insight into how answering
questions can provide value to the
audience.


BRANDED US FEED FOR DIABETES MONITORING TOOL

Popularity 6,691* followers, Klout: 58, Kred: 745, Tweet Grader: 35 !!!'

Editorial 7,985 tweets, mainly links to the branded blog: Accu-Chek Diabetes Link !!!'

Interaction Some, mainly responses to users mentioning them, some direct requests of !!!'
users to answer questions, some thanks for retweets
Engagement Most tweets get one retweet, many get none !!!'

Integration Hub and spoke pattern, branded blog at the center, many links to blog !!!'

Regulatory Links to owned site, no brand mentions in tweets but combination of account !!!'
name and diabetes content poses small risk
*'AS'OF'JAN,'2013'


The Accu-Chek account purports to be for US audiences, but it helps anyone
who asks.

Answering users’ questions is time-consuming but can help others who have
the same question and is a source of insight.

The Accu-Chek account also retweets other users’ materials, including
media like YouTube videos.

These types of activities should result in higher engagement for the brand.

CORPORATE / TWITTER / GLAXOSMITHKLINE OVER'ALL'RATING:'' !!!'

A global corporate account that sets
the standard in pharma for interaction
with other social media participants.


CORPORATE FEED FOR A GLOBAL AUDIENCE


Editorial 1,176 tweets with a global, scientific focus. Also tweets on corporate news !!!'
items and responds to items in the news. Live tweeting at conferences is
handled by @GSK_conferences to avoid overloading the main account.
Interaction Engagement with non-Twitter groups via press releases and news stories. !!!'
Some mentions of other Twitter users. Many retweets of other users.
Engagement Average retweets per tweet vary from 0 to 16 with most tweets getting !!!'
retweeted. Some retweets are from other GSK accounts.
Integration Many links to press releases on global site, many links and retweets to 3rd !!!'
party sites. The corporate site links to the Twitter account.
Regulatory All materials are corporate and are linked to globally approved press releases !!!'
or 3rd party sites.
*'AS'OF'JAN,'2013'


This account has Twitter pretty buttoned up. The extensive retweets employed
encourage engagement with its 18 thousand followers and its retweet numbers
are the best in the industry.

The use of Twitter to reply to stories in the news provides a channel for replying to
issues in a controlled way.

With nearly 100,000 employees, the tone is more conservative than other Twitter
accounts, but is informative and clear. There is also a GSKUS account for the US
audience but no crossover between the accounts was seen.

CORPORATE / TWITTER / NOVARTIS OVER'ALL'RATING:'' !!!'

Property with a global focus that
shows how to “thread the needle” in
talking about topics across many
regulatory environments.


CORPORATE FEED FOR A GLOBAL AUDIENCE


Editorial 2,442 tweets with global, corporate flavor. No brands mentioned, but many links !!!'
relating to conditions and links to company sites and relevant 3rd party sites.
During specialist meetings will tweet specific information such as session starts
and data releases.
Interaction No engagement with other users visible !!!'

Engagement Average retweets per tweet run around 3, varying between 0 and 10 !!!'

Integration Most links to various corporate sites, some links to 3rd party sites !!!'

Regulatory All materials are corporate and are linked to globally approved press releases !!!'
or 3rd party sites
*'AS'OF'JAN,'2013'


This stream is the go-to place for corporate information on Novartis and
will appeal to financial analysts, industry watchers, and during specific
meetings, to HCPs.

Corporate materials for a larger pharmaceutical company can easily
populate a Twitter feed with no “quiet periods”.

Discussions about conditions and new approvals appear acceptable on a
global stage. Ensure that employees in restrictive regions know not to
retweet some of these messages.

CORPORATE / TWITTER / MILLENNIUM OVER'ALL'RATING:'' !!!'

This account shows how social can
be used to expose a corporate
personality to the world in a less
filtered way than traditional
communications.


CORPORATE FEED FOR A US AUDIENCE


Editorial 2,727 tweets covering topics from Boston-region biotech, through condition and !!!'
patient concerns, to science and industry news.
Interaction This account sets the standard for interaction with retweets of relevant topics, !!!'
including competitors.
Engagement Followers only retweet once in a while, but the channel mentions others quite !!!'
often getting a response.
Integration Channel links out to owned YouTube videos, photos on Twitter service, and 3rd !!!'
party sites. Website links in via Millennium on Social Media page.
Regulatory All materials are corporate or condition based with no mention of product. !!!'

*'AS'OF'JAN,'2013'


This account shows what a smaller player can do even when servicing
rare conditions.

The editorial style is the most “social” of all the channels reviewed with
callouts to patients, industry personalities, and even competitors. The
reader gets a real feel for the personality of the company through this
account.

Engagement is lower, as expected for a small follower base, but we can
see that engagement rises on the posts that call out other users.

BRANDED / YOUTUBE / PSORIASIS MATTERS OVER'ALL'RATING:'' !!!'

A nice example of an extensively
customized YouTube channel that
incorporates brand patient
testimonials in a highly visual and
interactive way.

Custom'Channel'


An example of a YouTube watch
page that has media used to present
ISI and related videos limited to the
channel.

Watch'Page'


BRANDED CHANNEL

Popularity 225,541 views, 139 subscribers, assume significant YouTube media promotion !!!'
(typically a requirement for Custom channel)
Editorial 15 videos in playlists, #1 video by views is TV Commercial for !!!'
GetPsoriasisKit.com with spokesperson / model CariDee English at 136,685
Comments Comments turned off !!!'

Engagement Comments turned off !!!'

Integration Custom channel with video carousel !!!'

Regulatory ISI available in custom channel home page, on channel list pages, and through !!!'
paid ad space on video watch pages. ISI video also in carousel rotation. ISI not
in each video.
*'AS'OF'JAN,'2013'


WHAT WE CAN LEARN FROM THIS CHANNEL:
Media will drive traffic and views and is required for Custom channels.

It is not yet known how Enhanced and Custom channels will be affected by the
new YouTube Channel layouts coming this summer.

Recent FDA letters on patient testimonial videos provide some clues about best
practices for ISI. This channel does a good job of combining branded
messaging with appropriate ISI.

BRANDED / YOUTUBE / VIAGRA OVER'ALL'RATING:'' !!!'

An example of a brand name being
used to promote a related issue. ISI
is included even though no product
claims are included on the page.

Custom'Channel'


BRANDED CHANNEL

Popularity 546,580* views, 732 subscribers, assume significant YouTube media promotion !!!'
(typically a requirement for Custom channel) – the most popular pharma brand
channel in our list.
Editorial The channel focuses on counterfeit drugs rather than Viagra per-se. The goal !!!'
seems to be to leverage the popular Viagra brand to promote the corporate
drug safety message. It accomplishes this but may hold little value for a visitor
searching for the Viagra brand.


Integration Custom channel with built in ISI, small links to Viagra.com Pfizer.com sites, no !!!'
return links from those sites. This limited integration makes sense for the
purposes of this channel but is not expected for the brand name.
Regulatory ISI available in custom channel home page and on channel list pages though it !!!'
is not strictly necessary since indication for Viagra is never mentioned. There is
paid on video watch pages to ensure channel-only related videos. These ads
link back to the channel.
*'AS'OF'JAN,'2013'


A strong brand can be used for other purposes, if done carefully.

Ad campaigns on YouTube can generate significant traffic for popular
brands. The Viagra channel has more than twice the views of the next most
popular channel (Psoriasis Matters, also promoted).

BRANDED / YOUTUBE / YOUR INJECTION-PEN CENTER OVER'ALL'RATING:'' !!!'

This channel shows what can be
done with an “out of the box”
YouTube channel.

Standard'Channel'


BRANDED CHANNEL

Popularity 179,970* views, 218 subscribers. !!!'

Editorial Video guides for using Novo Nordisk insulin injection pens. Important !!!'
information, portrayed in a playlist to keep users after the video ends. The goal
of this material is not promotional, so tone is matter-of-fact.


Integration Channel links to the corporate site. Corporate site links back from the product !!!'
section. However, videos are different between the Training section of the
website and the YouTube channel.
Regulatory Devices have more lenient ISI requirements than pharmaceuticals. !!!'

*'AS'OF'JAN,'2013'


WHAT CAN WE LEARN FROM THIS PAGE:
The channel is highly focused on educational quick-start demonstrations. These
videos are a great introduction to the product, and may have some marketing
purpose with non-users reviewing them before switching brands of injection
pen.

While we like the content for its intended purpose and audience, it only gets one
star because an opportunity for deeper integration is lost. The corporate site
re-hosts the videos rather than embedding them from the YouTube channel.
Videos'on'Corporate'site'

CORPORATE / YOUTUBE / JOHNSON & JOHNSON OVER'ALL'RATING:'' !!!'

A good example of an enhanced
channel with enough content to make
some inferences about what topics
resonate with the YouTube audience.

Enhanced'Channel'


Here we see what happens to a watch page after a corporate campaign.

From previous examples we know that paid campaigns can ensure that a
pharmaceutical company’s related videos are limited to those on the channel.

The evidence on the J&J watch page is that of a lapsed watch page. The ads
are replaced with Google-supplied materials, but the related videos are still
limited to the channel. This is good insight for corporations planning sponsored
watch pages to see what happens when the sponsorship lapses.
Watch'Page'


Video'Analysis'

100,000'AND'MORE'

Reviewing the different types of videos that achieved 10,000+ views there
seems to be some general findings.

1.  There is a lot of variability among the popular videos, it is worthwhile
trying multiple styles and topics to see what resonates with your
30,000'–'100,000'
audience.
2.  The gap between the 30,000 and under videos compared to the
100,000+ videos probably shows the value of paid YouTube
campaigns.
3.  The most popular topics were:
1. Campaign for Nursing’s Future
2. Specific diseases & stories
3. Corporate history and initiatives

30,000'AND'LESS'


CORPORATE GLOBAL CHANNEL.

Popularity 7,685,010 views, 6,679 subscribers, this is a mature channel from one of the !!!'
leading companies in pharmaceutical social media.
Editorial Looking through the video archive we see evidence of the different phases of !!!'
the editorial calendar. There are video themes visible sequentially. The videos
are also compiled into playlists for the important categories.


Integration The channel links out to 10 other company channels, plus a dedicated Twitter !!!'
feed, @JNJVideo. Links to other properties, including the corporate site, are
found in the enhanced header. These properties also link back to the channel
where appropriate.
Regulatory Corporate channel carefully avoids brand mentions but does cover many !!!'
conditions extensively.
*'AS'OF'JAN,'2013'


The J&J social architecture is a well-planned integrated collection of channels that
portray the same editorial content.

Cross-posting of media is common, with Facebook linking to YouTube videos
regularly.

Numbers of videos, consistent posting of content, cross-linking, and occasional
promotion of videos propels this channel to the top of the list.

CORPORATE / YOUTUBE / PFIZER OVER'ALL'RATING:'' !!!'

The public service style messages
of “Get Old” and general health are
well presented in this custom
channel. This channel shows the
high water mark for integration with
other social properties such as
Twitter and Facebook.

Custom'Channel'


Playlists are used to good effect to
influence the related videos that
show on the watch page.

Watch'Page'


FPO'

Videos from the Pfizer corporate
channel show up on the corporate
unbranded “Get Old” initiative.

Get'Old'IntegraRon'



Popularity 739,029 views, 538 subscribers, assume significant YouTube media promotion !!!
(typically a requirement for Custom channel).
Editorial Videos organized in four categories on Custom channel page: News, Get Old, !!!
Innovation, and Responsibility with content coming from TV shows, full TV-
production commercials, and blog-style interviews.
Comments Comments turned off !!!

Engagement Comments turned off !!!

Integration Channel is integrated with other Pfizer social accounts: Facebook, Twitter, !!!
Think Science Now (blog), and Pfizer Global Health Fellows (blog) as well as
containing many links out to condition sites. Videos are also used on the
“GetOld.com” site.
Regulatory Corporate channel carefully avoids brand mentions but does cover many !!!
conditions extensively.
*'AS'OF'JAN,'2013'


The Pfizer channel is mostly about health: how to deal with conditions the user
may have, how to live more healthy, aging and health. There are also tabs for
the Get Old campaign site, innovation, and corporate responsibility.

This custom channel shows how far YouTube can be pushed (with enough
media spend) outside of the standard framework. The integrations with the
other, more interactive, channels such as Twitter and Facebook are well done.

CORPORATE / YOUTUBE / BAUSCH + LOMB OVER'ALL'RATING:'' !!!'

A channel that has one or two good
videos but also contains a lot of poor
quality content.

Standard Channel


GLOBAL, ECLECTIC, VIDEO COLLECTION:
The Bausch+Lomb has a large and eclectic collection of videos. There are
commercials from India, corporate videos from Korea, and at least four
languages represented on the channel page.

Some of the videos are extremely poor quality with resolution so low the
text on the screen is not readable and many have variable frame rates.

The primary video on the channel has almost certainly had media backing,
with over 485,780 views but low engagement:
"  178 likes / 16 dislikes
"  Low number of comments per month



Popularity 1,065,338 views, 574 subscribers, assume significant YouTube media !!!'
promotion because of high views but low engagement / subscribers.
Editorial There doesn’t seem to be an editorial plan at work here. Some of the !!!'
commercials are fun and interesting culturally, but the channel looks like a
“dumping ground” for videos. The primary video has good views: 485,780.
Comments Comments on with good engagement by the channel when questions are !!!'
asked. The answers are fairly consistent, but the fact that Bausch+Lomb has
stepped up and engages with consumers is a positive step.
Engagement There is a surprisingly low amount of engagement for the primary video, and !!!'
often no comments at all for the secondary videos. This may indicate that most
of the video views are coming from a website that embeds the video or are
caused by a media spend that targets the wrong audience.
Integration Channel links to US home page, and that site links to channel. This integration !!!'
makes the eclectic collection of videos more confusing. '
Regulatory The channel is devoted to condition videos and commercials, most from non- !!!'
US jurisdictions. Probably low risk but reviewers can’t interpret the risk from
non-US sources.
*'AS'OF'JAN,'2013'


We wanted to give this channel a higher score because of their use of the video
comments area—a rare choice for healthcare companies.

In the end, though, the lack of focus on the channel kept the score low.

This channel is a good source of learning about what to expect from YouTube
users when it comes to health topics. YouTube users are more “off the cuff” than
other social channels and you can expect many short, strange comments here.

SUMMARY
These channels represent only a small portion of those listed at the DHC website:

http://digitalhealthcoalition.org/publications/social-media-landscape/

We hope the learning presented here can help more healthcare companies look at social as
a possibility rather than a “no-fly zone.”

Reach out to us on Twitter at @digitalhealthco or @klickhealth.

To get your own copy of this report, and be alerted when new versions are available, sign up at
www.klick.com/social-report/

DHC Klick Social Media Landscape Q1 2013 Reference (c)

Recommandé

Recommandé

Contenu connexe

Tendances

Tendances (11)

En vedette

En vedette (16)

Similaire à DHC Klick Social Media Landscape Q1 2013 Reference (c)

Similaire à DHC Klick Social Media Landscape Q1 2013 Reference (c) (20)

Dernier

Dernier (20)

DHC Klick Social Media Landscape Q1 2013 Reference (c)