ACRO introduces video series on YouTube
By Mia Burns (email@example.com)
The Association of Clinical Research Organizations has launched a series of videos on YouTube featuring the leaders of prominent healthcare interest groups. The first two videos feature Ladd Wiley, executive director of the Alliance for a Stronger FDA, and Michael Reilly, executive director of the Alliance for Safe Biologic Medicines. Associate Web Editor Mia Burns interviewed John J. Lewis, VP of public affairs, ACRO.
Q: Why did ACRO decide to launch this video series? Who is the target audience?
A: We launched this new series for several reasons. First, it enables ACRO to discuss issues of importance to our industry, ranging from adequate funding for the FDA to biosimilars development to other topics. Second, it provides a platform for groups that we work with closely to highlight their issues and we can build on each other’s networks. Third, the video series will provide a new stream of content for our YouTube channel that will raise awareness of ACRO. Our target audience is policymakers, thought leaders, and the media, but this is also a good way to further educate our members about some of our policy objectives.
Q: Does ACRO expect the videos to increase awareness about pertinent issues within healthcare?
A: Our primary goal is to increase awareness about the critical and growing role CROs play in the development of new drugs and therapies. To the extent that we can help educate a broader audience about these important issues, that is a bonus.
Q: Will the videos get posted on Facebook in addition to the ACRO YouTube channel?
A: We have found Twitter and YouTube to be much more effective social media channels than Facebook. We are in the process of rethinking our Facebook presence and will be launching a new page. Certainly video content will be a major part of our strategy.
Q: Has ACRO ever embraced social media in this way before?
A: We have been quite active on Twitter for two or three years and now have more than 1,500 followers, which is substantial for a small organization like ACRO. We launched our YouTube channel a little more than a year ago and want to provide high-quality information about business and policy issues that are important to the CRO industry. We constantly review the most effective media, the most valuable content and the resources we need to best deliver the message about the important work that our industry does.
Q: How does ACRO plan to let the public know about these videos?
A: We need to first define ‘public’. This is not meant to be a broad consumer or patient oriented effort, but much more targeted. We will use traditional and social media to get the word out. In this case also, we expect a network effect from building on the constituencies of the various groups we are featuring. We should all be able to build our audiences by cross-promoting these videos.
Posted: September 2013