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

This report from the ANA's Annual Conference discusses how Johnson & Johnson (J&J), the pharma, healthcare and personal hygiene company, is using its YouTube channel for video content that makes "instructive not disruptive" consumer connections.

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

Geoffrey PrecourtWarc

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...

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