From D. Daines to Nalts…

Same lyrics, different tune

Rx Marketing & Online Video How It Can Improve Awareness,

Customer Relationships and Sales… No, Seriously.

Google HealthThink, Sept. 17, 2009

Kevin H. NaltyKevin@NaltsConsulting.com

(c) Kevin H. Nalty, Nalts Consulting, LLC. Portion of document can be shared or reproduced with permission (kevin@naltsconsulting.com)

I’m TriPolar

YouTube “Star”

99 million views

140K subscribers

810+ videos

One of most-watched YouTube “comedians”

More than 250,000 people watch daily

Consultant

Online full-time marketer with deep experience in social media & online video

Dozens of clients & sponsors beyond pharmaceuticals

Understand Rx brands

Marketer

Merck Consumer Product Director

Johnson & Johnson

KPMG Consulting

Qwest

Problems With Rx & Online-Video

• Online video is the “wild west”

• Don’t want our brand mixed with other amateur content

• Most people don’t use online video to make health decisions

• We already have websites

• FDA and Med/Legal have not provided guidance

We Said that in 2000 About the Superhighway

• The Internet is the “wild west”

• Don’t want our brand mixed with other amateur websites

• Most people don’t use the web to make health decisions

• We already have television and brochures

• FDA and Med/Legal have not provided guidance

Today…

• YouTube is the second most-used search engine

• 46% of online users are interested in watching health video online (Online Health Video, Jupiter Research, 2007)

• Nearly 50% of consumers report that online health videos serve as a top resource when searching for medical conditions & prescription drug information. (12th Annual Survey on Consumer Reaction to DTC Advertising of Prescription Drugs, 2009)

• 93% of health video consumers take action after viewing health videos - with 60% interacting with their doctors (Google & OTX Custom Video Research, March 2008)

But Let’s Meet Laci

Nuvaring’s Accidental

Spokesperson

part 2

Online Video in Pharma

• What do most brand teams do with their video content?

‣ 0 % on YouTube

‣ 5 % on Product.com

‣ 95 % Buried in office

0/5/95

Case Study: PropeciaDo What I Say, Not What I Do

Our Time is Spent on Wrong Part of the “Long Tail”

HealthInquiries

step one: get them to our product.com sites

step two: get our video content on

YouTube

BoringProduct.com

Websites

It’s Not Easy Getting Their Attention

YouTube Branded Channels

• Fish where fish are

• Reclaim brand’s voice

• Media $ so not lost island

• Fair balance and customized to med/legal needs

Viral? No. Smart? Yes.

Identify Advocates Among Top “Webstars”

• Collectively, these web stars have more views that most prime-time shows.

• They want sponsorships, and brand provides message & final approval

• Unbranded play

• Can drive traffic to branded sites with higher efficiency than paid search

Mandatory Consulting Matrix

Tell Your Media Buyers To Buy $25 CPM Ads on Nalts Videos

This could have been your ADHD

drug ad

This could have been your ADHD

drug ad

Boring ROI Slide

• Brands want ROI

• Media buyers want reach

• PR wants “buzz”

• Executives want box checked

• eBusiness wants innovation

• Technology wants standards

• Customers want to feel better and fine allies and empathy

Building Online-Video & Social Media Framework

Criteria Example Potential Tactic

• Brand lifecycle PrelaunchListening, learning

unmet needs & venacular

• Market Size Mass-Market (PPIs)Tap YouTube

webstars during key season

• CompetitionHigh competition

(allergies)

Use unbranded strictly to drive product.com

• Disease state Niche (oncology)Targeted efforts to

accentuate advocates

Big Finish

But Wait. There’s More.

Created this site yesterday as follow-up tool

Download this presentationFree Rx social-media policy templateDiscussion board you won’t useLinks to these and Dr. Daines videosMore surprises