J&J takes gastric band to YouTube, Facebook

Share this article:
Johnson & Johnson's Ethicon Endo-Surgery, a medical device manufacturer, is pairing DTC outreach on YouTube and Facebook with an online clinical support tool for its Realize adjustable gastric band.

The YouTube channel went live on June 20, according to an Advertising Age report, and garnered over 10,000 channel views at press time, although viewership of the three testimonial videos on the channel averaged at around 400 views. The commenting function on the channel's videos has been disabled.

The “Realize my Success” clinical support tool for patients – an exclusive service offered to patients choosing the Realize band – offers advice to patients before and after bariatric surgery. Once a patient is signed up, the online program provides fitness plans, reminders, band-friendly recipes, and an option to share experiences with other patients, according to the website.

The Realize campaign follows an increase in promotional consumer efforts behind bariatric surgery as a way to not only lose weight, but also to combat diabetes. Last November, Covidien launched a website with testimonials and procedural details for potential patients.

That site, like Ethicon's Realize website, contains a bariatric surgery eligibility quiz and surgeon locator. In June, Covidien added Stacey Halprin, and actress and “frequent Oprah guest,” as a spokesperson for its “Our Resolution” campaign.

Ethicon's marketing team told AdAge that it does not have specific ROI goals for the YouTube channel, but views it as one part of a larger educational and marketing campaign.
Share this article:
You must be a registered member of MMM to post a comment.


Patient access to pharmaceuticals is a tale of two worlds—affordability has improved for the majority, while the minority is hampered by cost, distribution and red tape. To provide marketers with a well-rounded perspective, MM&M presents this e-book chock full of key insights. Click here to access it.

More in Channel

Five things for pharma marketers to know: Monday, September 15

Five things for pharma marketers to know: ...

Pharma has sought 76 meetings with FDA over biosimilars; Gilead licenses Sovaldi to India generic drugmakers; Pfizer and Ranbaxy Lipitor lawsuit dismissed.

Liraglutide, aiming for new indication, gets new name

Liraglutide, aiming for new indication, gets new name

Why Novo Nordisk is choosing not to leverage Victoza's brand equity as it seeks a weight-loss indication for liraglutide.

Five things for pharma marketers to know: Friday, September 12

Five things for pharma marketers to know: Friday, ...

An FDA panel voted in favor of liraglutide for weight loss; Allergan investors backing an attempted takeover of the firm crossed a critical threshold; and 100 million health wearables are ...