Johnson & Johnson has created an active social presence over the years by utilizing corporate sites, social networking like Facebook, Twitter and blogs. Watch J&J’s Robert Halper, Director of Video Communications, at the 2011 BlogWorld & New Media Expo to find out how healthcare and blogging go hand-in-hand.
“Johnson & Johnson became involved in blogging about five years ago when we realized as part of the corporate communications public affairs unit that this was going to be a major shift in how companies communicated,” Robert told genConnect. “We realized that conversations were already happening in the blogosphere that we wanted to be involved in and I think consumers increasingly expect companies involved in [blogging]. Especially in health care, they want to know there is a person behind some of the companies.” But J&J connects with their consumers on more than just blogs. And just a few years ago, Robert had the idea to build a YouTube channel. Watch:
“About three and a half years ago we had a library of broadcast quality videos on health issues, some of which were related to our products but not about our products, they are not branded,” Robert said. “I thought YouTube was the perfect platform to stage them on. People get information–helpful information–and they see Johnson & Johnson as a trusted name in health care.” A YouTube presence that was non-existent three years ago has turned into a reliable health information source with 5.5 million video views to date. The health channel offers engaging videos on a variety of topics including:
Watch Robert on why their social strategy has been so successful:
“I’m very pleased with [the channel] because it’s not light stuff like cats playing the piano, which sometimes gets five million by itself,” Robert said, “but it’s really substantial healthcare information and patient stories. People really relate to them.”
Click here for more of genConnect’s videos from the 2011 BlogWorld & New Media Expo.
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