Sanofi-Aventis joins YouTube revolution
pharmafile | February 18, 2009 | News story | Sales and Marketing |Â Â Sanofi-Aventis, diabetesÂ
Sanofi-Aventis has launched its first YouTube channel, aimed at diabetes sufferers in the US.
Reached by typing the keyword goinsulin into YouTubes search facility, it shows video interviews with two US diabetics, Gregg Pfaff and Loretha Huff, and what Sanofi calls their 'inspiring stories'.
The aim of the footage is to demonstrate that insulin has had a positive impact on their lives and to correct misconceptions about the treatment.
Emphasis is on how the pair overcame their fears about using it in their treatment plan.
The content says insulin is an important part of diabetes management, in combination with healthy eating and exercise.
In contrast to many YouTube channels, it is not possible to add comments to the video footage, although users can volunteer to be interviewed about their own experiences of the condition.
Sanofi's YouTube channel is linked to a website for US users only, www.goinsulin.com, which bills itself as personal triumphs of people who take insulin.
On this site there is another chance to view the Pfaff and Huff content, as well as interviews with other sufferers.
Site visitors can also register for more information about diabetes and insulin and are offered a free meal plan.
While this site is not branded, Sanofi already has a product site for its insulin injection pen Lantus, aimed at adult type II diabetes sufferers.
The move makes Sanofi a pioneer among the pharma industry in terms of new media. YouTube is among the so-called Web 2.0 sites, such as Facebook and MySpace, which changed the internet model from one of information provision to encouraging user participation.
YouTube already contains a rich variety of material relating to the pharmaceutical industry and its products. US television adverts such as those for Pfizer's Viagra, for example, have already been uploaded to YouTube by users.
But until now very little of it has been uploaded by the industry itself.
US pharmaceutical companies are permitted to use the internet (and other media) to communicate directly with consumers, though companies in Europe are prohibited from such moves.
However, doctor-only secure websites are becoming more popular as a way of communicating with physicians.
At the UK's Pharmaceutical Marketing Society annual advertising awards earlier this month, Boehringer Ingelheim won a trophy for its work with Doctors.net.uk on stroke prevention treatment Asasantin Retard.
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