Ethicon Endo-Surgery, an arm of Johnson & Johnson, has broken promotional ground by airing its Realize adjustable gastric band on YouTube and Facebook. The appearance is the first for a medical device on the popular Internet site, which has aired other direct-to-consumer marketing. The device is an adjustable band that is wrapped around the stomach to restrict food intake. Experts say the use of YouTube is a natural expansion of DTC advertising techniques.(Click here for more)
“Gastric-Band Maker Reaches Out With YouTube Channel” – Advertising Age (7/6/09)
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