A blog exploring pharmaceutical relationship marketing, emarketing and innovation with a focus on rare disorders.
The convergence of rare disease, digital communications, and pharmaceutical marketing communications

Video and Rare Disorders

Posted by | 3:07pm on Tuesday, August 4, 2009

Social networking is big, but video is even bigger. 

Social networking is big, but video is even bigger.

An April 2009 survey by the Pew Research Center’s Internet & American Life Project found that the share of online adults who watch videos on video-sharing sites has nearly doubled since 2006.  In the most recent study, 62% of adult internet users studied said they watched video on these sites.

By comparison,  46% of adult internet users are active on social networking sites, 19% download podcasts, and 11% use sites like Twitter.

Of course, entertainment accounts for much of this growth. But online videos have also become an important source of information  for healthcare audiences. According to Rodale’s 12th Annual Survey on Consumer Reaction to DTC Advertising of Prescription Drugs, nearly 50% of online consumers report health videos are a top resource for them. The leading destinations were health information websites, such as WebMD and The Mayo Clinic (43%) , pharmaceutical websites (14%), video sharing sites (9%) and social networking sites (6%)

Video’s power-to-connect has made it an important tool for foundations looking to raise awareness and gain support.  But it has also made it a good choice for pharmaceutical companies that have a story to tell.

Whether the video focuses on a physician talking about disease and treatment, a nurse telling how she supports patients who call into a helpline, or a patient sharing a personal journey, video adds a person-to-person dimension that makes information  more compelling. Rebif for Relapsing MS on WebMD is a good example of a website for a rare disorder community that includes all three of these elements and more in video format.

Centocor Ortho Biotech, Inc. has taken this strategy one step further, creating a video format for their New Way RA rheumatoid arthritis site, that looks and sounds  like a major network talk show, complete with a major network host, Deborah Norville, and guest appearances from a culinary expert, a registered dietitian, a leading rheumatologist, a career coach, and an assortment of patients. A promo for the site appears on YouTube.

Even the  CDC and the  FDA have YouTube channels. So think about it.  Maybe it’s time to take your message to the big (and little) screen.

Are there any pharma videos you think are stellar? Tell us about it.

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(Image courtesy of Serge Melki via Flickr)

About Pamela Todd

Pam’s extensive work in online intelligence, competitive analysis and audits allows her to provide clients with insights into their audiences’ needs and preferences. She puts those insights to work in creating and implementing user-centric, interactive content strategies to reach targeted patients, caregivers, and healthcare professionals.

View other posts from Pamela

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    05 August 2009 at 3:08pm
    Great post by my former employers - ...
  • DJ Francis
Siren Interactive
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