Top 10 Pharma Efforts In Social Media

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  • + jonmrich Dose of Digital - Bridge Worldwide 1 month ago
    JD, I get your point about the Facebook pages and I know how they work. My point was that these were not pages created by the companies themselves, so to expect them to actually have fans seems unreasonable. If, however, one of these companies created a fan page and no one joined, that would be different. These companies aren’t going to drive people to a page they don’t control. They’re already nervous about Facebook, but imagine if they have zero control. Expecting them to reach out to owners of these pages and supplying them information isn’t going to happen.

    What’s worse is that most of these pages are presenting themselves as sanctioned pages created by the companies when, in fact, they are not. Most fan pages make it pretty clear that they are not the actual company behind the brand. That’s not happening here. Supporting someone who’s hijacked your brand isn’t usually how pharma (or any other industry) let’s things happen. Had these pages presented themselves as merely supporters of the company (i.e., fans) and not as the company itself, it might be a different story. Yes, CNN did something positive in reached out to someone who was posting as CNN on Twitter. This was a well-intentioned fan. What about when this isn’t the case as it was with @astrazeneca? This was someone posing as the brand and including some not-so-nice things about the company. Posing as another person (esp. a trademarked brand) is a violation of the terms of Twitter. Most of the companies who have had this happen have now gotten their brands back on Twitter. CNN didn’t have to work with the fan, Twitter could have (or maybe did) deactivated the account and assigned it to its rightful owner, CNN.

    Of course, a few of these companies have pages for their brands or certain causes that they support. You can also see these on the wiki: http://www.doseofdigital.com/healthcare-pharma-social-media-wiki/
  • + jdlasica JD Lasica 1 month ago
    Hi Jon,

    Thanks for the helpful comment. I’m trying to devote more and more time to the healthcare sector -- which you seem to know inside and out -- and that’s one reason I posted this to Slideshare, to elicit feedback and additional pointers. I’ll incorporate your input in my presentations going forward. This was intended as a quick overview and everyone seems to like a top 10 list.

    As for your specifics: I corrected Bayer’s Twitter account in a later version of this but didn’t think it warranted a reupload just for that. I disagree on your Facebook observation. Many corporations have reached out to the creators of Facebook fan pages to offer digital assets, useful marketing information, event listings, employee photos of the company picnic, etc. Remember, that’s how CNN appeared on Twitter at first: repostings from a CNN fan before CNN took it over and now it’s one of the largest Twitter accounts in the world in terms of followers.

    Again, thanks for the comments!

    jd
  • + jonmrich Dose of Digital - Bridge Worldwide 1 month ago
    Thanks for sharing this. There’s certainly much more that pharma needs to do, but they’ve done more than what people think. I’ve been cataloging these efforts for a while. Take a look: http://www.doseofdigital.com/healthcare-pharma-social-media-wiki/

    There are a few issues with some of your observations...

    First, none of the corporate Facebook pages you mention are actually ran or sanctioned by their respective companies, much less promoted, so you shouldn’t expect too much.

    The Bayer Twitter account you refer to isn’t Bayer either as far as I know. Bayer also uses YouTube with: http://www.youtube.com/bayertvinternational/

    Novartis has at least two YouTube channels. http://www.youtube.com/novartis/ and http://www.youtube.com/novartistrials/ In fact, they were the first pharma company to use YouTube in a meaningful way with their FluFlix contest: http://www.youtube.com/watch?v=fVefMW_Z4pQ

    AstraZeneca now uses @astrazenecaUS and @astrazeneca. Both frequently retweet with an occasional @ reply. This is about at the same level to me as @GSKUS (which you gave a B), so not sure why AZ gets a D.

    Sanofi-Aventis also created GoInsulin on YouTube...one of the first pharma ’branded’ sites (i.e., not corporate): http://www.youtube.com/goinsulin/

    BI now has three YouTube channels including: http://www.youtube.com/boehringeringelheim/ http://www.youtube.com/parkinsonsmatters/ http://www.youtube.com/strokeprevention/
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Top 10 Pharma Efforts In Social Media - Presentation Transcript

  1. Pharma’s Top 10 Efforts in Social Media JD Lasica Socialmedia.biz jd@socialmedia.biz
  2. Top 10 Pharma efforts J&J Glaxo-Smith-Kline Bayer Sanofi-Aventis Novartis AstraZenecaUS Bristol-Myers Squibb Roche Pfizer Boehringer Ingelheim
  3. 1. Johnson & Johnson
  4. Johnson & Johnson Hundreds of reader comments on JNJ BTW & Kilmer house blogs since 2007. (# of adverse events reported: 0 ) J&J purchased the online community Children With Diabetes in 2008 for a reported $6-7 million. 90+ videos on YouTube channel. Rob Haper, Marc Monseau director of corporate J&J's director of video communications, communications produces videos with human interest angle. Its division Ortho-McNeil-Janssen launched the ADHD Moms community on Facebook. Active Twitter presence with 2,120 followers. Twitter grade: B
  5. Johnson & Johnson Children with Diabetes The online community’s goal is to promote understanding of the care and treatment of diabetes, especially in children; to increase awareness of the need for unrestricted diabetes care for children at school and daycare; to support families living with diabetes; and to promote understanding of research into a cure.
  6. Johnson & Johnson Mom-bassadors McNeil Pediatrics, a division of Ortho-McNeil- Janssen, selects Mom-bassadors -- women who are passionately committed to ADHD care giving. Here they share their experiences in how they have helped care for, celebrate and support their children to overcome the daily challenges of ADHD year-round.
  7. 2. Glaxo-Smith-Kline
  8. Glaxo-Smith-Kline Glaxo-Smith-Kline’s alliConnect is the official corporate blog for alli, the only FDA-approved OTC weight loss product. Also, allicircles at http:// community.myalli.com/ is a support community.
  9. Glaxo-Smith-Kline The GSK blog More Than Medicine says it is “expressly uninterested in promoting GSK brands” and will focus on creating a dialogue about the pressing issues facing the healthcare industry in the U.S., says Michael Fleming, senior director of social media at GSK. Modest YouTube channel with 12 videos. Modest Facebook presence, with 644 members and 30 wall posts On Twitter, @GSKUS has 1,485 followers, Twitter grade: B
  10. 3. Bayer
  11. Bayer
  12. Bayer Didget is a  new social network and blood glucose monitoring tool for young people living with diabetes in the United Kingdom. The network connects directly into each participating youth's Nintendo DS and rewards the user for building consistent blood glucose testing habits and meeting glucose targets.  Bayer also sponsors MSGateway, a patient community for patients with MS. It has 12,000-plus members, 200,000+ posts and has led to increased global sales of Betaferon. Similarly, myMSmyWAY is a collaboration between Bayer Healthcare, Microsoft and the National MS society. Bayer developed the Living with Hemophilia website to share some practical tools and strategies for living with hemophilia. Bayer on Twitter: German only; 239 followers; protects their tweets. Twitter grade: F
  13. 4. Sanofi-Aventis
  14. Sanofi-Aventis On May 15, Paris-based Sanofi-Aventis launched Sanofi- aventis.tv, an interactive video news site as part of its global effort to increase transparency and understanding of the pharmaceutical company's operations. Geoffroy Bessaud, head of corporate communications, said the site is an extension of the company-wide initiative to transform Sanofi- Aventis into a global healthcare leader. “We are setting up new tools for communicating, within the company and outside of the company,” he said. “The Web TV site is part of that.” The site has six themed channels to reach different stakeholder groups, including patients, healthcare professionals, employees, media, financial analysts and shareholders. It is available in English and French. SanofiaventisTV is just beginning a Twitter presence, with 496 followers. Oddly, posts are in English & French, instead of separate Twitter channels. Twitter grade: C
  15. 5. Novartis
  16. Novartis Novartis has developed CML Earth, a social network that connects Chronic Myeloid Leukemia patients. The site welcomes patients, patient groups and healthcare professionals from around the world. Facebook fan page with 2,183 fans, but no consistent presence there. No YouTube presence. Mediocre presence on Twitter: 3,038 followers; no personality; used as broadcast mechanism. NovartisTrials has 358 followers. Twitter grade: C-
  17. 6. AstraZenecaUS
  18. AstraZenecaUS AstraZenecaUS has created My Asthma Story, a stand- alone website accompanied by a YouTube channel around its product Symbicort. The company uses the site and YouTube channel to drive its audiences bi-directionally. On this channel, viewers hear stories from ordinary people coping with the challenges of asthma. It then demonstrates how Symbicort becomes an integral part of their regimen to manage asthma. Poor use of Twitter: all of its tweets are outgoing, one-way communications. 1,780 followers. Twitter grade: D Almost no Facebook presence: fan page with 121 fans and no updates.
  19. 7. Bristol-Myers Squibb
  20. Bristol-Myers Squibb In September 2008, Bristol-Myers Squibb launched the Advanced Breast Cancer Community, an information source and online community for advanced (metastatic) breast cancer patients, caregivers, family and friends. AdvancedBreastCancerCommunity.org represents the collective thinking of a partnership among 13 of the leading breast cancer patient advocacy organizations in the United States, The Advocate Partners and Inspire. This website changes to reflect new research, treatment and clinical trials information. No presence on Twitter other than an empty bmsinfo page. Facebook group has 394 members, 37 wall posts, 22 photos.
  21. 8. Roche
  22. Roche On July 22-23, 2009, Roche Diabetes Care invited 29 diabetes specialists and bloggers to a Social Media Summit. Workshops helped Roche to ‘listen and learn’ from the opinions & input of others. The goal was to help bloggers/online advocates craft a manifesto for working together in the interest of the patient community, and to spur an open discussion about Pharma’s engagement in diabetes social media, including best practices. One output of the conference: a centralized web directory of all diabetes resources, so that patients and doctors would have to remember only a single URL. A second output: patient messaging, with prominent patients connecting more closely with mainstream media to get the word out and help change the image of diabetes to something more positive. No Facebook or YouTube presence. Roche_com has 1,920 Twitter followers. Twitter grade: B
  23. 9. Pfizer
  24. Pfizer Pfizer is launching its first social networking initiative by teaming up with Private Access. The social network will bring together patients and clinical trial researchers. Once the site goes live, patients will have the opportunity to confidentially post personal health information that will be made available only to researchers studying their particular condition. Trial sponsors can use the network to recruit patients; patients will be able to learn more about the studies that relate directly to them. Almost no Facebook presence: fan page with 1,880 fans and no updates. No YouTube channel. @pfizer_news has 2,371 followers. Strictly one-way communication. Twitter grade: C-
  25. 10. Boehringer Ingelheim
  26. Boehringer Ingelheim Germany-based Boehringer Ingelheim is making smart use of Twitter, using it to post not just company information but to recommend health- related articles and information. Twitter grade: A- John Pugh, who handles BI’s Twitter account, John Pugh says 70% of his job responsibilities involve social director of global corporate media and the development of the company's communications presence in these new channels. Facebook group with 1,200 members, 85 wall posts, 21 posts.
  27. However ... While there are a handful of other social media efforts in the marketplace, Pharma remains well behind the curve in social media compared to other sectors such as tech, cable, retail, sports, even autos. Regulation should not be used as an excuse for failing to engage.
  28. CSR: A missed opportunity One area rich with possibility: Using social media to bring greater awareness to corporate social responsibility efforts. But few pharma companies are doing so. Good CSR focuses on both bottom line and public good. It extends beyond marketing to tie into strategic business objectives. CSR extends to internal and external constituents, focusing on building global brand, employee attraction & retention, client and partner attraction & retention. Campaigns should be tied to Internet-enabled one-to-one gifting. See DonorsChoose, Kiva, UniversalGiving.
  29. Thank you! JD Lasica Founder, Socialmedia.biz email: jd@socialmedia.biz Twitter: @jdlasica Sources: • http://www.doseofdigital.com/healthcare-pharma-social-media-wiki/ • Ron Callari, InventorSpot.com • Original research

+ JD LasicaJD Lasica, 1 month ago

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