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

Facebook

I am Generess

BRANDED

CORPORATE

FluMist

Gilenya Go

Axona

Lunesta

GlaxoSmithKline

Pfizer

Bayer

Millennium

Twitter

Race with Insulin

BRANDED

CORPORATE

OneTouch

Accu-Chek

GlaxoSmithKline

Novartis

Millennium

YouTube

Psoriasis Matters

BRANDED

CORPORATE

Viagra

Your Injection-Pen Center (Novo Nordisk)

Johnson & Johnson

Pfizer

Bausch + Lomb

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

BRANDED FACEBOOK

!!!'OVER'ALL'RATING:''

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

BRANDED / FACEBOOK / GENERESS

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.

!!!'

BRANDED CHARITABLE PROGRAM FOR BIRTH CONTROL PILL.

*'AS'OF'JAN,'2013'

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

OVER'ALL'RATING:''

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 / GENERESS !!!'

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

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

!!!'

OVER'ALL'RATING:''


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

!!!'

BRANDED FLU VACCINE PAGE.

*'AS'OF'JAN,'2013'

BRANDED / FACEBOOK / FLUMIST !!!'

OVER'ALL'RATING:''

WHAT WE CAN LEARN FROM THIS PAGE: 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 / FLUMIST !!!'

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

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

!!!'

OVER'ALL'RATING:''


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.

!!!'

BRANDED PRODUCT PAGE.

*'AS'OF'JAN,'2013'

BRANDED / FACEBOOK / GILENYA GO !!!'

OVER'ALL'RATING:''

WHAT WE CAN LEARN FROM THIS PAGE: 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 / GILENYA GO !!!'

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

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

!!!'

OVER'ALL'RATING:''


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 !!!'

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

*'AS'OF'JAN,'2013'

BRANDED / FACEBOOK / AXONA !!!'

OVER'ALL'RATING:''

WHAT WE CAN LEARN FROM THIS PAGE: 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 / AXONA !!!'

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

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

!!!'

OVER'ALL'RATING:''


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

!!!'

BRANDED PRODUCT PAGE

*'AS'OF'JAN,'2013'

BRANDED / FACEBOOK / LUNESTA !!!'

OVER'ALL'RATING:''

WHAT WE CAN LEARN FROM THIS PAGE: 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.

BRANDED / FACEBOOK / LUNESTA !!!'

CORPORATE FACEBOOK

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

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

!!!'

OVER'ALL'RATING:''


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'

CORPORATE / FACEBOOK / GLAXOSMITHKLINE !!!'

OVER'ALL'RATING:''

WHAT WE CAN LEARN FROM THIS PAGE: 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 / GLAXOSMITHKLINE !!!'

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

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.

!!!'

OVER'ALL'RATING:''


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.

!!!'


!!!'


*'AS'OF'JAN,'2013'

CORPORATE / FACEBOOK / PFIZER !!!'

OVER'ALL'RATING:''

WHAT WE CAN LEARN FROM THIS PAGE: 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 / PFIZER !!!'

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

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

!!!'

OVER'ALL'RATING:''


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.

!!!'


!!!'


*'AS'OF'JAN,'2013'

CORPORATE / FACEBOOK / BAYER !!!'

OVER'ALL'RATING:''

WHAT WE CAN LEARN FROM THIS PAGE: 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 / BAYER !!!'

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

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

!!!'

OVER'ALL'RATING:''


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.

!!!'


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BRANDED PRODUCT PAGE.

*'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.'

CORPORATE / FACEBOOK / MILLENNIUM !!!'

OVER'ALL'RATING:''

WHAT WE CAN LEARN FROM THIS PAGE: 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.

CORPORATE / FACEBOOK / MILLENNIUM !!!'

BRANDED TWITTER

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 / TWITTER / RACE WITH INSULIN !!!'

OVER'ALL'RATING:''


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.

!!!'

BRANDED GLOBAL FEED FOR DIABETES MONITORING TOOL

*'AS'OF'JAN,'2013'


OVER'ALL'RATING:''

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.


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

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.

!!!'

OVER'ALL'RATING:''


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 !!!'

BRANDED GLOBAL FEED FOR DIABETES MONITORING TOOL.

*'AS'OF'JAN,'2013'

BRANDED / TWITTER / ONE TOUCH !!!'

OVER'ALL'RATING:''

WHAT WE CAN LEARN FROM THIS ACCOUNT: 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 / ONE TOUCH !!!'

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

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

!!!'

OVER'ALL'RATING:''


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

!!!'

BRANDED US FEED FOR DIABETES MONITORING TOOL

*'AS'OF'JAN,'2013'

BRANDED / TWITTER / ACCU-CHEK !!!'

OVER'ALL'RATING:''

WHAT WE CAN LEARN FROM THIS ACCOUNT: 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.

BRANDED / TWITTER / ACCU-CHEK !!!'

CORPORATE TWITTER

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

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

!!!'

OVER'ALL'RATING:''



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.

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Regulatory All materials are corporate and are linked to globally approved press releases or 3rd party sites.

!!!'

CORPORATE FEED FOR A GLOBAL AUDIENCE

*'AS'OF'JAN,'2013'

CORPORATE / TWITTER / GLAXOSMITHKLINE !!!'

OVER'ALL'RATING:''

WHAT WE CAN LEARN FROM THIS ACCOUNT: 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 / GLAXOSMITHKLINE !!!'

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

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

!!!'

OVER'ALL'RATING:''



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

!!!'

CORPORATE FEED FOR A GLOBAL AUDIENCE

*'AS'OF'JAN,'2013'

CORPORATE / TWITTER / NOVARTIS !!!'

OVER'ALL'RATING:''

WHAT WE CAN LEARN FROM THIS ACCOUNT: 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 / NOVARTIS !!!'

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

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

!!!'

OVER'ALL'RATING:''



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. !!!'

CORPORATE FEED FOR A US AUDIENCE

*'AS'OF'JAN,'2013'

CORPORATE / TWITTER / MILLENNIUM !!!'

OVER'ALL'RATING:''

WHAT WE CAN LEARN FROM THIS ACCOUNT: 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.

CORPORATE / TWITTER / MILLENNIUM !!!'

BRANDED YOUTUBE

OVER'ALL'RATING:''

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

BRANDED / YOUTUBE / PSORIASIS MATTERS

Custom'Channel'

!!!'

OVER'ALL'RATING:''

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

BRANDED / YOUTUBE / PSORIASIS MATTERS

Watch'Page'

!!!'

OVER'ALL'RATING:''


Popularity 225,541 views, 139 subscribers, assume significant YouTube media promotion (typically a requirement for Custom channel)

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Editorial 15 videos in playlists, #1 video by views is TV Commercial for GetPsoriasisKit.com with spokesperson / model CariDee English at 136,685

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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.

!!!'

BRANDED CHANNEL

*'AS'OF'JAN,'2013'

BRANDED / YOUTUBE / PSORIASIS MATTERS !!!'

OVER'ALL'RATING:''

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 / PSORIASIS MATTERS !!!'

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

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'

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OVER'ALL'RATING:''


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.

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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.

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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.

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BRANDED CHANNEL

*'AS'OF'JAN,'2013'

BRANDED / YOUTUBE / VIAGRA !!!'

OVER'ALL'RATING:''

WHAT WE CAN LEARN FROM THIS CHANNEL: 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 / VIAGRA !!!'

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

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

Standard'Channel'

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OVER'ALL'RATING:''


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.

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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.

!!!'

BRANDED CHANNEL

*'AS'OF'JAN,'2013'

BRANDED / YOUTUBE / YOUR INJECTION-PEN CENTER !!!'

OVER'ALL'RATING:''

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'

BRANDED / YOUTUBE / YOUR INJECTION-PEN CENTER !!!'

CORPORATE YOUTUBE

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.

CORPORATE / YOUTUBE / JOHNSON & JOHNSON

Enhanced'Channel'

!!!'

OVER'ALL'RATING:''

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.

CORPORATE / YOUTUBE / JOHNSON & JOHNSON

Watch'Page'

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

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 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

100,000'AND'MORE'

30,000'–'100,000'

30,000'AND'LESS'

Video'Analysis'

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OVER'ALL'RATING:''


Popularity 7,685,010 views, 6,679 subscribers, this is a mature channel from one of the leading companies in pharmaceutical social media.

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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.

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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.

!!!'

CORPORATE GLOBAL CHANNEL.

*'AS'OF'JAN,'2013'

CORPORATE / YOUTUBE / JOHNSON & JOHNSON !!!'

OVER'ALL'RATING:''

WHAT WE CAN LEARN FROM THIS CHANNEL: 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 / JOHNSON & JOHNSON !!!'

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

Custom'Channel'

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.

!!!'

OVER'ALL'RATING:''

Watch'Page'

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

CORPORATE / YOUTUBE / PFIZER !!!'

FPO'

OVER'ALL'RATING:''

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

CORPORATE / YOUTUBE / PFIZER

Get'Old'IntegraRon'

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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.

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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'

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

WHAT WE CAN LEARN FROM THIS CHANNEL: 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.

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

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

Standard Channel

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

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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

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


Popularity 1,065,338 views, 574 subscribers, assume significant YouTube media promotion because of high views but low engagement / subscribers.

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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.

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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.

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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.

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Integration Channel links to US home page, and that site links to channel. This integration makes the eclectic collection of videos more confusing.

!!!'

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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.

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*'AS'OF'JAN,'2013'


WHAT WE CAN LEARN FROM THIS CHANNEL: 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)

Technology

Transcript of DHC Klick Social Media Landscape Q1 2013 Reference (c)