Digital Pharma: Sanofi shifts video focus to YouTube
Published on 24/02/11 at 02:52pm
The new YouTube version of Sanofi-Aventis TV
Sanofi-Aventis has scaled back its online video ambitions and moved its web TV channel to YouTube.
The move sees the closure of the standalone video website Sanofi launched in 2009 to promote its business, commitment to social responsibility and employee activities.
Visitors to www.sanofi-aventis.tv are now sent to a new YouTube channel that’s available in English and French versions.
Sanofi quietly announced the changeover yesterday on Twitter but has not responded to InPharm’s questions about why it decided to make the move.
However, the size of YouTube’s community (some 490 million unique users per month) and the potential to trim costs – however slightly - following recent warnings that 2011 revenues could fall by 10% are likely factors.
Pharma has widely embraced online video, but Sanofi was unusual in focusing on a custom built website rather than using YouTube.
The closure of Sanofi-Aventis TV leaves Bayer’s unassuming video website and Johnson and Johnson’s online arthritis chat show the last standalone pharma TV offerings.
Elsewhere, as documented in the Digital Pharma links directory, the industry has stuck to YouTube, running nearly 50 different channels on the site.
Dominic Tyer is web editor for Pharmafocus and InPharm.com and the author of the Digital Pharma blog He can be contacted via email, Twitter or LinkedIn.
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