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TimeSteps Productions, Inc. -
Content Creators, Consultants, & Producers
Partners Marilyn Petrokubi and Rob Lieberman create marketing and branding initiatives for corporations, non-profits & agencies. Video, Web and Print |
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Social Media: The Two-Way Dialogue Begins for Pharma
For over 100 years, some of our pharmaceutical clients have been communicating to consumers via traditional media: print and later tv advertsing, but the conversation has been largely "one-way." Social media is clearly next step in communicating with consumers, but until very recently, our pharma and OTC clients have been reluctant to start
 the "two-way" dialogue for fear that conversations about off-label use or adverse effects may stir up regulatory issues. But all that is changing. They've discovered that they can embrace social media. In fact they are finding that they can not afford not to be involved.
Our clients are are starting up "ask the expert" discussions and blogs on product websites. They are sponsoring contests on the web and asking consumers to upload and download music and artwork to their sites. "It's a very exciting thing that's happening here," says social media writer, Marilyn Petrokubi. "The key, of course, is to utilize the group of product specialists on staff who are already handling consumer questions. They can monitor and moderate these exchanges. First it was 800 numbers, then it was email, now it's social media. If you think about it as just another way to interact with your customers there's no reason to shy away from it."
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Corporate Videos on YouTube
It had to finally happen. For decades we produced videos for our clients and the greatest challenge was distribution. I'm serious when I say that years ago, one AT&T client actually considered placing screens in the bathroom stalls to get  video messages "watched." Let's just say we've come a long way since then. The computer screen is an arm's length away, and YouTube just a "click."
Corporate clients are now seeing the value of posting their videos (suitable for the public) on You Tube as a free channel to distribute their short videos. They are even creating their own networks. Take for example, the Johnson & Johnson Health Channel on YouTube. This site will allow anyone to view videos produced by the J&J companies on a variety of subjects, all searchable by keyword.
Most of these are patient information videos that consumers will find valuable.
Fast and free. What could be more fabulous?
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Marilyn Petrokubi's Observations
The trend for shorter videos for the web continues, with clients asking how to get the most out of their video dollars.
 What used to be a 6 minute video is now a 6 minute video with 1,2, or 3 shorter re-edits or lifts for web posting. Some non-profit clients are now looking to repurpose PSAs out of existing footage, now that there are other outlets for this besides late night cable tv. Requests for radio spots are becoming more frequent.
Additionally, it seems like outsourcing is continuing to stay strong. So many departments and companies have downsized and/or gutted their media departments, but the need to communicate remains. Potentionally they will rebuild their staffs, but for now, it seems like getting some freelance or outsourced solution (TimeSteps) is a safer and more cost effective for them. All we can say is: we are happy to help. |
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Robservations
Hi! It's me, Rob. I thought I'd throw my two cents in. I continue to be busy with all sorts of soundtrack work for videos and films, and one question that always comes up is  about budgeting music rights. Remember if you are licensing music, (or stock footage), for your project, where it plays is a big part of determining how much it will cost for licensing - especially in today's internet, mobile media, and traditional DVD world. Distributing your project across multiple media platforms requires some extra research time to check prices for rights before determining your estimates. Clients need to know that rights for internet distribution will cost extra and need to be budgeted. This can save a lot of confusion and discussions once your project is finished and ready for distribution. | |
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