ePharm5 exclusive: Google, YouTube, and implications for pharma marketing

ePharm5 exclusive: Google, YouTube, and implications for pharma marketing

The deal between Google and YouTube seems to be a match made in online advertiser heaven. It marries the biggest names in search and video to create a revolutionary union in online video content. But what does the deal mean for pharmaceutical companies, many of which are just beginning to experiment with online video as an ad format? ePharm5 talked with three leaders in the online pharma space to get their reactions: Mark Bard, president, Manhattan Research, Bill Allman general manager of the HealthCentral Network, and Fabio Gratton, president and CEO of Incendia Health Studios. Click the supporting link below to read the original ePharm5 article. ------------- Google-YouTube deal: Implications for pharma marketing The deal between Google and YouTube seems to be a match made in online advertiser heaven. It marries the biggest names in search and video to create a revolutionary union for online video ads. According to our experts, the deal opens up more possibilities for pharma to incorporate advertising into online video. ePharm5 talked with three leaders in the online pharma space to get their reactions: Mark Bard, president, Manhattan Research, Bill Allman, general manager, HealthCentral Network, and Fabio Gratton, president and CEO, Incendia Health Studios. According to Bard, YouTube not only drives significant traffic daily, but Google’s technology opens up the possibility of placing contextually relevant ads on streaming video, such as ads for diabetes on a health-related video for the condition. He also says that the acquisition propels Google into a leadership position for large-scale video distribution. Gratton agrees, saying there could also be a possibility for syndicating video content, perhaps using a Google AdWords model, which would bring more visibility to video. Consumers would be "one click away" from a branded or unbranded site or other online tool. Gratton also points to video becoming more usable overall. He says currently, videos on YouTube are not organized by any verticals that make them searchable. The Google acquisition could result in videos being tagged and sorted into verticals that could include health and condition-specific topics. The deal also reflects a larger trend in online content becoming more on-demand consumer-focused. "YouTube has demonstrated the power of users contributing their own voices to the media landscape," Allman says, pointing to his company, The HealthCentral Network, as an example of an environment that embraces input from real-world health consumers. "It's only a matter of time before video becomes a larger part of the conversation. These are the inspirations, successes--and concerns--of real health users, and the health industry will benefit from listening," he says. Bard says that as online media outlets are forced to become more innovative, video and rich media will be critical assets for advertisers and marketers that want to meet the needs of consumers with high-speed expectations with respect to their experience online. The acquisition is representative of a market shift overall, and pharma marketers need to jump on for the ride. "The implication for pharmaceutical marketers and brand teams is that the major search engines are rapidly integrating and innovating to stay ahead of the competition," says Bard. "It will not be long before Yahoo! makes an acquisition and then it’s off to the races to be the first company to break the next wave online--and there will be many more waves to come."