How J&J dropped 'disruption' for a content-led strategy

Geoffrey Precourt

Johnson & Johnson has its own video network, a place where more than 6,200 subscribers have been responsible for nearly 7.3 million views. To give it further visibility, it's a digital destination linked into Twitter, Facebook, and a variety of other J&J sites.

Every bit as impressive as its distribution is the quality of content.

The Johnson & Johnson Health Channel on (JNJHealth) on YouTube ("videos to promote a better understanding of health," as it's described) features the kind of messaging – in production values and narrative strength – that not long ago was exclusive to brands advertising on prime-time network television.