The world has gone social media crazy. The phenomenon has lent a strong culture toward sharing material, gathering useful data and creating greater engagement. People power has become the most democratic way of ensuring videos, articles and photos enjoy optimum visibility. Statistics including the number of views, volume of subscriptions and comments, from the general public, are a huge part of this.
YouTube has become so successful that it has built a webpage to showcase these figures. It is undoubtedly one of the first sites you think of when it comes to locating video content, whether it’s comical, educational or catch-ups that you desire. Additionally, other sites, such as Vimeo, Hulu and Veoh are following closely behind. Some, such as Metacafe.com, are even monetising their sites, whereby, the site pays users for their videos.
It seems that online video footage is valuable stuff as pressure from the public and, indeed the commercial sector, to upload content appears relentless. We can certainly expect fresh, new and exciting changes to evolve in the near future.
One novelty associated with videos is that they do not have to be viewed on their specific platform, but can be embedded onto your home page or as an advertisement on pages which your target audience are likely to visit. This may be the reason why videos are so widely used on the Internet today. Even pharma, who traditionally have a reputation for being conservative and prefer to refrain from following the crowd - because of the nature of their products - have signed up to the viral video concept! Here are a few examples:
Johnson & Johnson are using video content alongside other content on their corporate site. Boehringer Ingelheim, has an oncology site for journalists, named The White Room. The site primarily features video content and downloads, which are extremely popular mediums as previously discussed. The third example features the Life with Lung cancer site which is a new patient site for lung cancer patients outside of the US. It primarily includes video content and interactive tools interactive tools can additionally be found on this site, which help to engage with the audience. Pharma is no longer about uninspiring and dry information! Another progression might include specialised video sites, specifically designed for industries that handle sensitive information. These sectors could hugely benefit, as sites will carry an industry code which will provide direction on uploaded content. Pharma TV fits into this category and presents a site similar to the extremely popular TED talks, but instead will be directed by news and sound bites from leading industry experts.
My post has clearly shown that pharma is increasingly moving toward embracing the culture of social media. There seems to be plenty more room for communication via video platforms and those who dare are slowly invading that space. Healthcare is no longer inaccessible to the general public and pharma brands now have the tools to educate as well as communicate.