Johnson & Johnson health channel (You Tube)

The Johnson & Johnson health channel, on You Tube, enables Johnson & Johnson Services, Inc. (Corporate) to distribute health and wellness information directly to consumers and the general public. The channel primarily consists of video content developed by Nancy Snyderman, MD, presently an NBC-TV News medical correspondent, during the time in which she was employed by Johnson & Johnson. These 1 to 3-minute videos provide unbranded information about a variety of medical conditions, as well as providing advice about achieving a healthier lifestyle. A variety of topics are addressed, including obesity, gastric bypass surgery, fitness, diet and nutrition, children and yoga, prostate cancer and sexual health. On occasion, videos will be posted about events in which Johnson & Johnson is participating, for example, its current sponsorship of the Beijing 2008 Olympics. New video content is added each week, and the range of topics and number of videos will continue to increase.

Launching this channel is part of a long-term company wide strategy to selectively increase direct communication and engagement with consumers. While Johnson & Johnson Corporate does not sell products, its "brand" equity and reputation is of huge value. We feel this site enhances our reputation as a trusted and reliable provider of health care products and services. The videos are unbranded, but many relate to disease states in which J&J operating companies do business. Potentially, this could increase consumer interest in those products and services. At this stage, we are not linking to specific brand sites, so there are no brand-specific metrics. However, we do have metrics for the site, which have exceeded expectations. Since it went on line July 1st, we have accumulated to date (August 15), 6096 channel views, 99 subscribers, and specific video views of up to nearly 7500. So far, these numbers have been steadily increasing.