Wednesday, February 11, 2009

AZ launches branded YouTube channel AND solicits User-Generated Content

AZ Launches Symbicort YouTube Channel

Check it out at www.MyAsthmaStory.com. I think it's the first example I've seen where a pharma company launches a channel that is specifically related to a brand as well as requests patient stories. They also do a good job of clearly outlining some of the "rules" in terms of adverse event reporting so that they don't get in trouble. You can also go there directly: http://www.youtube.com/myasthmastory.

Congrats AZ -- thank you for pushing the envelope and raising the bar!
General Rules Governing Video Submission:
  • You must have uncontrolled asthma
  • You must be 18 years or older
  • Your video should capture your personal stories/experiences about controlling your asthma. You cannot mention any medications you have used by name, or talk about any side effects you may have experienced. (You are encouraged to report negative side effects of prescription drugs to the FDA by visiting FDA.gov/medwatch or calling 800-FDA-1088.)
  • Do not show any brand names or trademarks in your video (for example, a logo on a t-shirt)
  • Refrain from the use of profanity
  • Selected submissions will be posted on the "My Asthma Story" channel within 8-12 weeks of submission
  • Selected submissions may be edited by Sponsor prior to posting on the "My Asthma Story" channel due to Pharmaceutical Industry guidelines and Food and Drug Administration regulations. Selected submissions may also be used for other purposes
  • Limit one submission per person
  • Videos that do not comply with the video specifications or any other requirements stated herein will not be accepted
  • All videos submitted will become the property of Sponsor and will not be returned
buzz this

2 comments:

John Mack said...

Are the videos that are currently posted on YouTube supposed to be ACTUAL amateur videos created and submitted by Barbara and the others on the site? They all look professionally shot and edited.

Gary Ashwal said...

Thanks for pointing out how AZ communicated the guidelines. Their guidelines also require entrants to have been prescribed SYMBICORT and only submit video less than 90 seconds. I am curious to see how the video submissions turn out, both in terms of what people submit and how the entries are edited by AZ. The 5 videos are probably higher quality than those that will be uploaded, and I wonder what aesthetic criteria will be used to evaluate the user generated videos.

Any other campaigns like this you recommend checking out?