SOCIAL MEDIA/ONLINE COMMUNITY - CASE STUDIES
PHARMACEUTICAL INDUSTRY
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DIGITAL “SOCIAL” MEDIA
There’s more to digital than blogs and YouTube
and more to their creative use.
The pharmaceutical industry and the agency
that regulates it are, as noted many times,
far behind communications trends. Branding
is increasingly being shaped in the digital realm,
while pharmaceutical and biotech companies
try to mould theirs and that of their products
in a disappearing arena.
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AN EXCUSE?
One of the perceived barriers to the involvement
of pharmaceutical companies, as a highly regulated
industry, has been the thought that there is
too much regulatory burden associated with
new and social media.
‘Mark Senak’
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CASE STUDIES
1. GlaxoSmithKline:
Alli Drug
2. Bayer Schering Pharma:
World Contraception Day
3. Johnson & Johnson:
JNJ BTW blog
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GLAXOSMITHKLINE - ALLI DRUG
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OVERVIEW
• Disease
– Obesity
• Product
– Alli Drug
• Objective
– Offer Support
– Increase success
of it’s customers
• Social Vehicle
– Community: www.myalli.com
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OVERVIEW
• Features
– Discussion boards
– Official Expert Dieticians
– Coupons
• Challenges
– Regulatory compliance
• Outcomes
– 289631 members 316708 message board posts
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A google search
for Alli drug
unsurfaced official
and unofficial sites

BAYER SCHERING PHARMA - WORLD CONTRACEPTION DAY
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OVERVIEW
• Issue
– World Contraception Day
• Objective
– Education & support
– Increase sales of products
• Awareness Social Vehicle
– Unbranded Community: http://www.your-life.com
– Facebook Community
– Blogs
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OVERVIEW
• Features
– Valuable Content
• Workshops
• Online brochures & flyers
– Featuring prominent celebrities
• Micha Barton
• Kelly Osbourne
• Observations
– Leverages existing social networks:
http://www.netdoctor.co.uk
http://hcd2.bupa.co.uk
http://www.patient.co.uk
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OVERVIEW
• Challenge
– Regulatory compliance
• Outcomes
– Listening machine generating insights
– Members incentivized with Amazon gift certificates
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BACKGROUND
The theme for 2008 is “Your life, World Contraception Day is an annual
your body, your choice” and is event taking place each year on 26
focused on educating young people September.
about contraceptive options to Activities and events are taking place
enable them to make informed on and around this date to mark
choices about sex, contraception World Contraception Day in countries
and parenthood. and regions around the globe.
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ENGAGING KEY STAKEHOLDERS
A healthcare professional campaign Healthcare professionals will be
has been launched to ensure provided with a number of
doctors, nurses and family planning informative educational materials
clinics are fully aware of World to provide during consultations,
Contraception Day. including a Your Contraception
guide to share with their clients.
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Unbranded
Bayer
Information
Site

Terms &
Conditions
disclose Bayer
developing
this site

Special report
offering
informative
advice on
topic

Extensive PR
to drive people
to various
sites

Citizen Journalist
reporting the day
with reference to
various social sites
and prominent
advocates

Facebook
Presence. Private
page. Need to Add
as Friend. Only
60+ members

JOHNSON & JOHNSON - JNJ BTW BLOG
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J&J BLOG - HOMEPAGE INTRODUCTION
BY THE WAY...
Everyone else is talking about our company, so
why can’t we? There are more than 120,000 people
who work for Johnson & Johnson and its operating
companies. We're some of them, and through JNJ
BTW, we will try to find a voice that often gets lost in
formal communications. Like any conversation,
there are certain ground rules that will be followed
on JNJ BTW and you should read our comments
policy to be familiar with what we will do here.
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OVERVIEW
• Issue
– The Real Voice of J&J
• Objective
– Connect the people of J&J to their key stakeholders
through Social Media
• Social Vehicle
– J&J Corporate Blog ‘quietly’ launched June ’08
http://jnjbtw.com/
– J&J Network on Facebook
– J&J YouTube Video Channel
– J&J on Twitter
• Features
– Commentary from one of the company’s communications
executives, Marc Monseau
– Links to other blogs and social media channels
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OVERVIEW
• Observations
– Google search JNJBTW and you’ll find loads of positive response from independent bloggers
who admire the bold and courageous move by J&J
• Challenge
– Regulatory compliance
• Outcomes
– Ensuring that the branded blog is compliant with fair balance regulations by developing a brief
statement of common drug side effects that appears in the blog.
– Regularly reviewing reports of adverse events, and incorporating those that are identifiable
and credible into existing reporting protocols.
– Carefully vetting blog material written by company employees, marketing services firms, etc.
to ensure it complies with the product label.
– Establish a policy on editorial control of blog comments with disclaimers, site use policies, and internal
policies and procedures to avoid inadvertently endorsing off-label uses discussed in comments.
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JNJ BTW bold &
courageous move
to create a voice
from within

Marc’s Twitter
Following reaches
698 followers!
Compelling &
interesting tweets

J&J health
channel on
YouTube

J&J Network on
Facebook with
400 members.
It’s only the
beginning...

Positive reviews
about JNJ BTW
from independent
bloggers

Maria Sipka
msipka@label.ch
M +34 62 67 68 788 -
Eric Collombin
ecollombin@label.ch
M +41 79 200 83 60
Arnaud Grobet
agrobet@label.ch
M +41 79 200 83 60
LABEL
18 Quai du Seujet
1201 Geneva
T +41 22 737 45 00
www.label.ch
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