Patients prefer promo in online video, visual form

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Patients preferred online video over podcasts in a recent survey of AstraZeneca's “Living with Heartburn” promotional efforts featured on About.com.

According to About.com's general manger, health Marjorie Martin, online video performed extremely well in a study of 893 visitors to About.com who were asked to examine content related to gastroesophageal reflux disease (GERD) sponsored by AstraZeneca.

“It could have been the presence of visuals that had the (greatest) impact,” Martin told an audience of pharma marketers at the Center for Business Intelligence's Patient-Centered Marketing for the Bio/Pharmaceutical and Medical Device Industry conference in West Conshohocken, PA, in late-June.

Martin said that 69% of those surveyed found video a more desirable format than text.
Seventy-nine percent of respondents rated video as very informative versus 64% of respondents who rated podcasts as very informative.

About.com and AstraZeneca first teamed up in late 2006 to launch a six-part podcast series dubbed “Living with Heartburn” to support the Nexium brand. The companies have also collaborated on video for the effort to help educate consumers on being tested for GERD and coping with the disease.

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