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The 10 Scariest Pharma and Healthcare YouTube Videos

A while back I wrote a post called “8 Tips to Help You Own YouTube’s Search Results.” I wrote that post for a number of reasons, but one of the main reasons was because I was very disappointed by many of the videos that showed up at the top of YouTube searches for health-related topics. For pharma and healthcare companies, physicians, and consumers, these videos can be classified as nothing but scary. They aren’t scary in a “Friday the 13th” sort of way, but rather scary in that these are the videos that people are seeing when they search for common medical conditions or treatments on YouTube. They are scary in that this is the advice and information they likely include in their treatment decision making process. I’m doing this post today to further emphasize what’s at stake if we aren’t ensuring that high quality, high credibility content is showing up at the top of YouTube search results.

You might be saying, “This is all fine, but no one searches for health information on YouTube.” As I mentioned in my original post: “Alex Iskold, from Adaptive Blue, wrote a great article about how video might just be the future of search in his article “Is YouTube the Next Google?‘ One of the points from his article that struck me: “Kids no longer learn about the world by reading text. Like the television generation, they are absorbing the world through their visual sense. But there is a big difference. Television was programmed and inflexible. YouTube is completely micro-chunked and on demand. Kids can search for what they need anytime. This is different, and powerful.” The takeaway for you as a marketer? If YouTube isn’t the way people find information about your brands now, it will be in the future.”

If that doesn’t convince you or get you moving right now on this, then consider how Google now treats video content. You might have noticed that for many Google searches, you’ll find not only websites in the search results, but also news results, images and, of course, video. Google calls this “Universal Search.” What this means is that a video that ordinarily might never be seen by anyone because it was attached to an insignificant website, can suddenly find its way onto the front page of Google as a video result. Suddenly, the video you didn’t have to worry about is being seen by thousands. Here’s an example for a search for “downhill skiing” (in honor of the Olympics). I highlighted the video results in the red box:

Google Universal Search Downhill Skiing

I’m going to assume you now see why YouTube videos are important and why it’s important to optimize your videos so that they show up towards the top of the YouTube search results (PS: YouTube is the number 2 search engine in the world…more than Yahoo! and Bing put together).

So, which scary videos show up towards the top of the YouTube search results for healthcare or pharma related searches? For this analysis, I looked at only the top 5 videos in the search results ranked by relevance (the default YouTube search and what Google uses for Universal Search).

Without any further delay…

[Note: if you're reading this via email or RSS reader, the videos might not appear, click through to the full article to check them out]

The 10 Scariest Pharma and Healthcare YouTube Videos

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1. “Flu”

The flu was certainly a dominate fixture in healthcare over the past six months and it led to bitter arguments for and against vaccination. One of the biggest “scandals” remains the number one search result in YouTube despite quite a bit of controversy (see the next video after this).

Not the kind of PR you’re looking for if you manufacture vaccines or are trying to convince people that vaccination is safe and effective. This is all that most people will ever see, but for those who dig a bit further, you’ll find this video:

Good news for Desiree, but still bad news for vaccinations of all kinds since the original video is still what shows up in search results.

2. “Nexium”

This is the number 4 search result for “Nexium” (the 2nd biggest selling drug in the world) on YouTube. It’s the 4th most “relevant” according to YouTube’s algorithm and it’s nothing but a spam video for illegal Nexium. Attention AstraZeneca: I expect to see this fixed within the next month.

3. “Lipitor”

I just showed what things look like on YouTube for the #2 drug in the world. What about the number one drug? I think the title of the video says it all. This is the number 5 search result for “Lipitor” on YouTube.

4. “Erectile Dysfunction”

I was admittedly a bit hesitant to see what YouTube had to offer for this search, but was pleasantly surprised by the lack of obvious jokes that could have been shared via video. Instead, I’ll call your attention to the number 4 search result. As a favor to you, my dedicated readers, I sat through all 9 excruciatingly boring minutes of this to make sure it was clean, so you can “enjoy” it at work. The video is touting a natural herb that’s, of course, never been tested in a clinical trial, but, as they say, it’s been used for hundreds of years, so it must be safe.

5. “Asthma”

I’d love to embed the video I found for asthma, but Animal Planet has prohibited embedding. Yes, I said Animal Planet. “What in the world does Animal Planet have to do with asthma?,” you ask. Well, I wasn’t sure either, but if you check out the 4th result in YouTube you’ll know. It’s not for the faint at heart…I’ll warn you now. No animals are harmed in the video unless you count hundreds of thousands of tiny fish as animals. Check out: Weird, True and Freaky / Asthma Cure

6. “Allergies”

A familiar face pops up again for allergies. This time a video from Dr. Bellonzi is the number one result. In fact, he shows up for a bunch of different conditions, but I’ll stop at this one.

7. “Celebrex”

Looks like I’ll be keeping the people at Pfizer busy after this post because here’s one for Celebrex. There are actually a lot of similar videos for many of the drug names on YouTube, but this is one of the highest ranking that I could find. In an ironic nod to many pharma companies, this law firm has disabled ratings and reviews for this video.

8. “High Cholesterol”

Many of the people appearing in the videos you’ve seen so far that purport to be physicians actually aren’t. I know…big surprise. However, this next video features an actual M.D.. He’s sharing some info on “why having high cholesterol isn’t always bad.” While almost all of what he says is pretty well accurate (statin manufacturers might disagree), the problem is that most people aren’t listening for the important caveats that are either subtle or missing altogether. For many, that means that the take away message is that they don’t need to worry about high cholesterol. Not good.

9. “Diabetes”

I think anyone with diabetes or a loved one with the disease will largely agree that it isn’t a laughing matter. So, while having a dance from Wilford Brimley show up as the number 4 result for diabetes isn’t necessarily dangerous, there’s a big missed opportunity here. Instead of seeing this video, I’m thinking something more educational would be welcomed by most people searching for “diabetes” on YouTube.

10. ???

Here’s your chance to contribute to the list. You’ve probably seen a bunch of videos that belong on this list, so please share them in the comments. I’ll pull out the best few and update the post (and give you a little credit too). Try to only submit videos that show up in the top 5 search results. Include what you searched for and the URL for the video. There will be a prize for the “best” one. What prize? I’m not completely sure, but I haven’t disappointed yet.

If you’re not at all happy with the content you’re seeing on YouTube for treatments or conditions that are important to your company, there are things you can do to fix the situation. Chance are that you already have a lot of content, but likely you haven’t chosen to share it via YouTube. I’d encourage you to chance your mind on this. More people will see your video if you put it on YouTube versus leaving it buried in your website. If you don’t want people embedding your video or you want to present it in a certain context, then you can disable embedding. You can moderate comments…basically, you can control it all. Once you figure out that you’re going to share your videos, read my article “8 Tips to Help You Own YouTube’s Search Results” to give them the best shot at showing up at the top of YouTube’s search results.

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About The Author


Jonathan Richman

Jonathan Richman

Jonathan is the creator of Dose of Digital. You can find him on Twitter and here's his official Google+ profile.


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  • http://www.nucleusinc.com Corrie Smith

    Thank you for this insight Jon. I feel the “scariest” part of this is that these videos are high on search returns and this is the best that there is to offer?? Quality videos is what needs to be on YouTube discussing health topics. If you do a search for C-section, quality videos are in the top 5 search results. It really is a shame that this is the information eHealth consumers are getting.

    • http://www.doseofdigital.com/ Jonathan Richman

      Fortunately, there is a way to fix it. Pharma and healthcare companies need to put their content on YouTube (they have plenty just lying around) and optimize it. If every company in the industry did this, it would dramatically change things for the better almost overnight.

    • http://www.doseofdigital.com/ Jonathan Richman

      Fortunately, there is a way to fix it. Pharma and healthcare companies need to put their content on YouTube (they have plenty just lying around) and optimize it. If every company in the industry did this, it would dramatically change things for the better almost overnight.

  • http://www.nucleusinc.com Corrie Smith

    Thank you for this insight Jon. I feel the “scariest” part of this is that these videos are high on search returns and this is the best that there is to offer?? Quality videos is what needs to be on YouTube discussing health topics. If you do a search for C-section, quality videos are in the top 5 search results. It really is a shame that this is the information eHealth consumers are getting.

    • http://www.doseofdigital.com Jonathan Richman

      Fortunately, there is a way to fix it. Pharma and healthcare companies need to put their content on YouTube (they have plenty just lying around) and optimize it. If every company in the industry did this, it would dramatically change things for the better almost overnight.

  • http://www.pharmalive.com Chris Truelove

    Jon,

    This showed up as the top video under Playlist for cancer. “Sodium bicarbonate, a natural treatment for cancer”:

    http://www.youtube.com/watch?v=npgyZMaewuE

  • http://www.pharmalive.com Chris Truelove

    Jon,

    This showed up as the top video under Playlist for cancer. “Sodium bicarbonate, a natural treatment for cancer”:

    http://www.youtube.com/watch?v=npgyZMaewuE

  • http://pharmamkting.blogspot.com/ John Mack

    Rich,

    All I have to say is “yes, there’s a lot of weird stuff out there. Thank goodness for freedom of speech.” That’s what a lot of pharma companies think they don’t have, as if the Bil of Rights also applied to them. Hey, more power to them. But wait, they already have more power than you or I to influence the FDA and Congress — thank you very much Supremes!

    This is what happens when money is no longer a factor in “power of the press.” You get the good, the bad, and the ugly. Deal with it. Which is what I thin you are saying: deal with it by getting your videos out there. My gosh, the drug companies have the power to get top billing on search engines. It’s not FDA regs that are holding them back. As you have shown, a YouTube video WITH comments turned OFF can get top billing! No new regs required!

    • http://www.doseofdigital.com/ Jonathan Richman

      Great points, John and I’m with you. All I’m saying to pharma companies is take the stuff you have and post it. An hour’s worth of work, tops. And, you’re right. There are no regs here preventing them from doing it. It’s a control thing. Most companies want to make sure they present their content in just the way the want, but that’s not how people consume it anymore.

      So, cast of the chains that are holding yoru content back and set it free to the masses!

    • http://www.doseofdigital.com/ Jonathan Richman

      Great points, John and I’m with you. All I’m saying to pharma companies is take the stuff you have and post it. An hour’s worth of work, tops. And, you’re right. There are no regs here preventing them from doing it. It’s a control thing. Most companies want to make sure they present their content in just the way the want, but that’s not how people consume it anymore.

      So, cast of the chains that are holding yoru content back and set it free to the masses!

  • http://pharmamkting.blogspot.com/ John Mack

    Rich,

    All I have to say is “yes, there’s a lot of weird stuff out there. Thank goodness for freedom of speech.” That’s what a lot of pharma companies think they don’t have, as if the Bil of Rights also applied to them. Hey, more power to them. But wait, they already have more power than you or I to influence the FDA and Congress — thank you very much Supremes!

    This is what happens when money is no longer a factor in “power of the press.” You get the good, the bad, and the ugly. Deal with it. Which is what I thin you are saying: deal with it by getting your videos out there. My gosh, the drug companies have the power to get top billing on search engines. It’s not FDA regs that are holding them back. As you have shown, a YouTube video WITH comments turned OFF can get top billing! No new regs required!

  • http://pharmamkting.blogspot.com/ John Mack

    Rich,

    All I have to say is “yes, there’s a lot of weird stuff out there. Thank goodness for freedom of speech.” That’s what a lot of pharma companies think they don’t have, as if the Bil of Rights also applied to them. Hey, more power to them. But wait, they already have more power than you or I to influence the FDA and Congress — thank you very much Supremes!

    This is what happens when money is no longer a factor in “power of the press.” You get the good, the bad, and the ugly. Deal with it. Which is what I thin you are saying: deal with it by getting your videos out there. My gosh, the drug companies have the power to get top billing on search engines. It’s not FDA regs that are holding them back. As you have shown, a YouTube video WITH comments turned OFF can get top billing! No new regs required!

    • http://www.doseofdigital.com Jonathan Richman

      Great points, John and I’m with you. All I’m saying to pharma companies is take the stuff you have and post it. An hour’s worth of work, tops. And, you’re right. There are no regs here preventing them from doing it. It’s a control thing. Most companies want to make sure they present their content in just the way the want, but that’s not how people consume it anymore.

      So, cast of the chains that are holding yoru content back and set it free to the masses!

  • http://thestoryhouse.be Kristiaan Van Woensel

    Jonathan, thanks for sharing these “web errors” which is nothing more than a reflection of the dark side of the internet! It’s one of those many examples were things ran out of control on the net, just because the latter lacks control…

    Therefore I do agree with you when you say pharma industry should take its own destiny in hands by working together, collaborate and release high content videos that do matter!

    But then again that main question “What makes those 10 videos so interesting that they attract people’s attention” doomed for me. The answer is obvious: these videos are odd, straight forward, tailor made, provoke curiosity, etc…

    So, before pharma industry’s even going to think producing videos, it should ask itself at the same time, ‘”What does an internet public seek in those videos, what do they expect from a pharma video?”. Without any good research, without any customer’s feedback I’m afraid those pharma videos will be to much of science and data, and lack ‘souplesse’ and sense of reality…
    and what is the only purpose of a video: that it’s been watched. Would be really interesting to see how much pharma industry will be able to adapt to that…

    • http://www.doseofdigital.com/ Jonathan Richman

      Thanks for the comment, Kristiann, but I disagree that the reason these are viewed is because they attract attention (with the exception of the first flu video). I say this for a couple of reasons.

      First, the main reason these videos are being seen is because they show up high in search. That’s the point of my post. Get your video to the top of the search results and it’ll be seen. Works the same way as a regular Google search. The number of views is only a tiny part of how the rankings are determined (see: http://www.doseofdigital.com/2010/03/2009/09/8-tips-help-own-youtube-search-results/). These are being seen because they show up in search and not necessarily because they are engaging. Take the Nexium video for example. It’s nothing, but it is optimized so it shows up in search.

      Second, most of these videos have a low number of views (a few thousand), so not a lot of people are seeing them and sharing them because they’re so great.

      The only reason these videos capture your attention is because they show up towards the top of the search results.

    • http://www.doseofdigital.com/ Jonathan Richman

      Thanks for the comment, Kristiann, but I disagree that the reason these are viewed is because they attract attention (with the exception of the first flu video). I say this for a couple of reasons.

      First, the main reason these videos are being seen is because they show up high in search. That’s the point of my post. Get your video to the top of the search results and it’ll be seen. Works the same way as a regular Google search. The number of views is only a tiny part of how the rankings are determined (see: http://www.doseofdigital.com/2010/03/2009/09/8-tips-help-own-youtube-search-results/). These are being seen because they show up in search and not necessarily because they are engaging. Take the Nexium video for example. It’s nothing, but it is optimized so it shows up in search.

      Second, most of these videos have a low number of views (a few thousand), so not a lot of people are seeing them and sharing them because they’re so great.

      The only reason these videos capture your attention is because they show up towards the top of the search results.

      • http://thestoryhouse.be Kristiaan Van Woensel

        Your ’8 tips’ revealed the need for video search optimization a lot to me! Very nice article!
        Due to the engaging content of your articles, you appear on the top of my search results from my personal search engine! lol! I’ve got the message.

        However I’m eager to see how pharma industry is going to deliver ‘engaging’ videos once it succeeded to optimize video search in order to be seen by its public. So next to the importance of search optimization, the step of delivering ‘great’ content will remain as important in the hope people will share this.(although the current number of views is still moderate even for videos on top of a search)

        But like you mentionned, if YouTube is tending to be the next ‘Google’, the challenge for pharma industry to think out of the box and deliver tailor made quality content, is more than worth it.

      • http://thestoryhouse.be Kristiaan Van Woensel

        Your ’8 tips’ revealed the need for video search optimization a lot to me! Very nice article!
        Due to the engaging content of your articles, you appear on the top of my search results from my personal search engine! lol! I’ve got the message.

        However I’m eager to see how pharma industry is going to deliver ‘engaging’ videos once it succeeded to optimize video search in order to be seen by its public. So next to the importance of search optimization, the step of delivering ‘great’ content will remain as important in the hope people will share this.(although the current number of views is still moderate even for videos on top of a search)

        But like you mentionned, if YouTube is tending to be the next ‘Google’, the challenge for pharma industry to think out of the box and deliver tailor made quality content, is more than worth it.

  • http://thestoryhouse.be Kristiaan Van Woensel

    Jonathan, thanks for sharing these “web errors” which is nothing more than a reflection of the dark side of the internet! It’s one of those many examples were things ran out of control on the net, just because the latter lacks control…

    Therefore I do agree with you when you say pharma industry should take its own destiny in hands by working together, collaborate and release high content videos that do matter!

    But then again that main question “What makes those 10 videos so interesting that they attract people’s attention” doomed for me. The answer is obvious: these videos are odd, straight forward, tailor made, provoke curiosity, etc…

    So, before pharma industry’s even going to think producing videos, it should ask itself at the same time, ‘”What does an internet public seek in those videos, what do they expect from a pharma video?”. Without any good research, without any customer’s feedback I’m afraid those pharma videos will be to much of science and data, and lack ‘souplesse’ and sense of reality…
    and what is the only purpose of a video: that it’s been watched. Would be really interesting to see how much pharma industry will be able to adapt to that…

  • http://thestoryhouse.be Kristiaan Van Woensel

    Jonathan, thanks for sharing these “web errors” which is nothing more than a reflection of the dark side of the internet! It’s one of those many examples were things ran out of control on the net, just because the latter lacks control…

    Therefore I do agree with you when you say pharma industry should take its own destiny in hands by working together, collaborate and release high content videos that do matter!

    But then again that main question “What makes those 10 videos so interesting that they attract people’s attention” doomed for me. The answer is obvious: these videos are odd, straight forward, tailor made, provoke curiosity, etc…

    So, before pharma industry’s even going to think producing videos, it should ask itself at the same time, ‘”What does an internet public seek in those videos, what do they expect from a pharma video?”. Without any good research, without any customer’s feedback I’m afraid those pharma videos will be to much of science and data, and lack ‘souplesse’ and sense of reality…
    and what is the only purpose of a video: that it’s been watched. Would be really interesting to see how much pharma industry will be able to adapt to that…

    • http://www.doseofdigital.com Jonathan Richman

      Thanks for the comment, Kristiann, but I disagree that the reason these are viewed is because they attract attention (with the exception of the first flu video). I say this for a couple of reasons.

      First, the main reason these videos are being seen is because they show up high in search. That’s the point of my post. Get your video to the top of the search results and it’ll be seen. Works the same way as a regular Google search. The number of views is only a tiny part of how the rankings are determined (see: http://www.doseofdigital.com/2010/03/2009/09/8-tips-help-own-youtube-search-results/). These are being seen because they show up in search and not necessarily because they are engaging. Take the Nexium video for example. It’s nothing, but it is optimized so it shows up in search.

      Second, most of these videos have a low number of views (a few thousand), so not a lot of people are seeing them and sharing them because they’re so great.

      The only reason these videos capture your attention is because they show up towards the top of the search results.

      • http://thestoryhouse.be Kristiaan Van Woensel

        Your ’8 tips’ revealed the need for video search optimization a lot to me! Very nice article!
        Due to the engaging content of your articles, you appear on the top of my search results from my personal search engine! lol! I’ve got the message.

        However I’m eager to see how pharma industry is going to deliver ‘engaging’ videos once it succeeded to optimize video search in order to be seen by its public. So next to the importance of search optimization, the step of delivering ‘great’ content will remain as important in the hope people will share this.(although the current number of views is still moderate even for videos on top of a search)

        But like you mentionned, if YouTube is tending to be the next ‘Google’, the challenge for pharma industry to think out of the box and deliver tailor made quality content, is more than worth it.

  • Zoe (Elliott) Dunn

    Very interesting post, Jon. I agree with John Mack’s comments about freedom of speech and the good with the bad. My concern is with consumers taking video’s like Dr. Bellonzi’s and misinterpreting it as a personal diagnosis. I believe that many people would not be mislead, but some would. It may make their personal physician’s job more difficult because the consumer may be skeptical of other professional recommendations. Would be helpful if there was clarity on whether videos are opinion or based on scientific study.

  • Zoe (Elliott) Dunn

    Very interesting post, Jon. I agree with John Mack’s comments about freedom of speech and the good with the bad. My concern is with consumers taking video’s like Dr. Bellonzi’s and misinterpreting it as a personal diagnosis. I believe that many people would not be mislead, but some would. It may make their personal physician’s job more difficult because the consumer may be skeptical of other professional recommendations. Would be helpful if there was clarity on whether videos are opinion or based on scientific study.

  • Zoe (Elliott) Dunn

    Very interesting post, Jon. I agree with John Mack’s comments about freedom of speech and the good with the bad. My concern is with consumers taking video’s like Dr. Bellonzi’s and misinterpreting it as a personal diagnosis. I believe that many people would not be mislead, but some would. It may make their personal physician’s job more difficult because the consumer may be skeptical of other professional recommendations. Would be helpful if there was clarity on whether videos are opinion or based on scientific study.

  • http://l2thinktank.com Stephanie

    I have asthma and this does NOT look good for me!

  • http://l2thinktank.com Stephanie

    I have asthma and this does NOT look good for me!

  • http://l2thinktank.com Stephanie

    I have asthma and this does NOT look good for me!

  • http://www.willvideoforfood.com nalts

    ADHD Boy? http://www.youtube.com/watch?v=luexPokSCQM Still jamming to Diabetes rap.

  • http://www.willvideoforfood.com nalts

    ADHD Boy? http://www.youtube.com/watch?v=luexPokSCQM Still jamming to Diabetes rap.

  • http://www.willvideoforfood.com nalts

    ADHD Boy? http://www.youtube.com/watch?v=luexPokSCQM Still jamming to Diabetes rap.

  • Pingback: The Beginner's Guide to Pharma Social Media | Dose of Digital - Digital Marketing in Pharma and Healthcare

  • http://www.auroracommsblog.com Neil Crump

    Hi Jon – I just came across this post from a tweet today @andrewspong. Still no number 10? If ever there was an ethical reason for pharma companies to get accurate health information on web!

    Well in terms of pharma industry lack of uploading decent content on YouTube – how about this….

    Search ‘pharmaceutical industry’ and the top two results are these gems:

    http://www.youtube.com/watch?v=tZubKynRIyg

    http://www.youtube.com/watch?v=OSA1M5vmWTQ

    It is time to get this fixed…

  • http://www.auroracommsblog.com Neil Crump

    Hi Jon – I just came across this post from a tweet today @andrewspong. Still no number 10? If ever there was an ethical reason for pharma companies to get accurate health information on web!

    Well in terms of pharma industry lack of uploading decent content on YouTube – how about this….

    Search ‘pharmaceutical industry’ and the top two results are these gems:

    http://www.youtube.com/watch?v=tZubKynRIyg

    http://www.youtube.com/watch?v=OSA1M5vmWTQ

    It is time to get this fixed…

  • http://www.auroracommsblog.com Neil Crump

    Hi Jon – I just came across this post from a tweet today @andrewspong. Still no number 10? If ever there was an ethical reason for pharma companies to get accurate health information on web!

    Well in terms of pharma industry lack of uploading decent content on YouTube – how about this….

    Search ‘pharmaceutical industry’ and the top two results are these gems:

    http://www.youtube.com/watch?v=tZubKynRIyg

    http://www.youtube.com/watch?v=OSA1M5vmWTQ

    It is time to get this fixed…

  • http://twitter.com/chrismnelson Chris Nelson

    Jon, good article. Wow, some scary ones! Especially when you keep in mind that TV/Web is going to get a lot more integrated in the next 12 months. e.g., Google TV is coming out this holiday season, and it will be pulling YouTube content (and other online video) directly to user's TVs!

  • http://www.doseofdigital.com/ Jonathan Richman

    Great point, Chris. An interesting trend…making it easier to surf the internet while watching TV. You've been able to do it for a while, but it's not simple for most people. If Google TV pulls that off, they've got something big. It also makes YouTube all the more important to actively manage.