A conversation with Gary Monk, Product Manager-Concerta XL, Janssen Cilag and Rob Halper, Director, Video Communication at Johnson & Johnson (See bios) about their experiences using YouTube to support patients.
This show and ALL Pharma Marketing Talk shows are available as podcasts via PMT on iTunes (FREE!).
Pharmaceutical marketers have a wealth of experience producing videos for direct-to-consumer (DTC) advertising (in the U.S.) and disease-awareness piblic service messages worldwide. It's no surprise, therefore, that the Dose of Digital's Pharma and Healthcare Social Media Wiki includes dozens of pharma YouTube channels, or what I like to call "YouPharma".
The Johnson & Johson family of companies, which includes Janssen UK, have been the leaders in launching branded and unbranded YouTube channels. This show features two of the best examples of that. Gary Monk is the person responsible for Janssen-Cilag's "Living with ADHD" YouTube site, which features a video is entitled "ADHD: A day in the life by Janssen-Cilag Ltd." Rob Halper is the person who single-handedly maintains the J&J Health Channel on YouTube, which is a non-branded site with the goal of presenting a better understanding of health and health care issues.
Questions/Topics To Be Discussed
Describe your YouTube campaign/channel. Who is the intended audience(s)?
How did you get internal buy in for your digital video campaign?
How do you define "engagement" with patients via your YouTube channel? Do you allow comments?
What's your measure(s) of success?
You may call +1 (347) 996-5894 during the show to ask your own question (or just listen if you are not at a computer with Internet access). This is also a good way to stay in the conversation after the allotted streaming audio time limit is reached.
Rob Halper, works in Corporate video, interested in on-line and social media sites focused on video, such as you tube, blip.tv and others. He is also interested in shooting with prosumer video cameras and desktop editing, specifically Adobe Premiere and Adobe Premiere Elements.
Rob was a Pharmaguy Social Media Pioneer Award nominee. Learn more about Rob here.
Gary Monk, is a senior brand manager at Janssen-Cilag, a division of Johnson and Johnson. He draws his inspiration from 12 years of rich pharma and consumer experience across R&D, Sales, e-business and Marketing. As custodian of the UK's leading ADHD treatment he achieved outstanding success in 2009. His brand won 3 accolades at the inaugural PM digital awards: best rep led selling tool, best integrated campaign and best overall promotional solution. This achievement was mirrored by fantastic internal results - rapidly increasing patient share in the target segment. He was bestowed with a Pharmatimes Marketer of the Year award and shortlisted for the PM Society Digital Pioneer of 2009. He is passionate about exploring and integrating 'new' channels to support the delivery of business objectives and was innovating in this space long before it became 'cool'. He is currently working on a social media patient awareness programme that is set to take the pharma world by storm. His favourite non-work activity is travelling the world with his fascination for exploring new places and cultures.
Gary was a Pharmaguy Social Media Pioneer Award nominee. Learn more about Gary here.