Last week, I had a post that discussed the lackluster use of YouTube by pharma. My point was that the channels themselves are not very engaging or “social” in the way that social media is meant to be. One reader pointed out in a comment, however, that there were some videos that have been produced that are being viewed by far larger numbers than most other industry-related videos.
I began looking around, and sure enough, found some videos that have had well over 100,000 viewings. Pfizer’s UK channel, called PfizerUK – which was established two years ago in December 2008, has only 53 subscribers and only 2 videos posted. However, the channel has had nearly 250,000 upload views and 4290 channel views. The channel’s first video – and the Website to which the channel is connected – is aimed at raising awareness among the UK’s population about the dangers of bypassing the health system to obtain access to prescription medications.
But the latest video is quite a non sequitur, having nothing to do with that topic. It isn’t clear why it is here – perhaps the channel is changing direction. But whatever – is a great example of the point raised by my reader – while most of the channels are lacking direction, some of the videos reveal thought and creativity. Here is one of them, from the PfizerUK channel that was put up only two weeks ago, but which has had over 29,000 viewings.