The document discusses how online video marketing can improve brand awareness, customer relationships, and sales for pharmaceutical companies. It notes that online video platforms like YouTube are now major resources for health information. The document advocates that pharmaceutical companies claim their brand's voice on YouTube and other platforms through branded channels, and identify top medical "webstars" to partner with on unbranded content to drive traffic to branded sites. It argues for building an online video and social media framework tailored to different brand lifecycles, market sizes, competition levels, and disease states.