1. Presented by,
Rohit C. D’Souza

2.  Novartis International AG is a Swiss
multinational pharmaceutical company based
in Basel, Switzerland, ranking #2 in sales (46.806
billion US$) among the world-wide industry in
2010.
 Mission: We want to discover, develop and
successfully market innovative products to
prevent and cure diseases, to ease suffering and
to enhance the quality of life.
 Website: http://www.novartis.com/

3.  Chronic Myeloid Leukemia (CML) is a slow
growing cancer in which the bone marrow – the
soft, spongy tissue in the centre of bones –
makes too many white blood cells.
 CML occurs in all age groups, but most
commonly in the middle-aged and elderly
 Its annual incidence is 1–2 per 100,000 people
 More info @ http://www.novartisoncology.com/patients-caregivers/what-
is-cancer/chronic-myeloid-leukemia.jsp

5.  CML Earth is a global interactive social network
dedicated to connecting the CML community
from around the world.
 It invites patients, patient groups, and
healthcare professionals to join in building a new
online community.
 Creates a condition-focused social network
 Website:
http://www.cmlearth.com/index.jsp

7.  Good branding of Novartis
 Prominent image of earth, making member locations
standout
 Good zoom in & out option with easy scrolling
 Support for 9 languages (16 as of September ‘12)
 Maintains user profiles
 You can send members signs of encouragement by
sending smiles, hugs & high-fives

8. send a private message

9. get personal

10. and some more…

11.  When it comes to social media, health
marketers often worry about things like
spam, adverse event reporting, and
negative comments regarding their brand.
 Novartis handles this with strict and clearly
stated policy.

12.  Refrain from sharing any treatment
information or names of specific medicines or
companies
 Do not include any profanity or indecent or
inappropriate language
 Do not embed any links in your profile
 If you wish to report a suspected adverse
reaction to a Novartis product, click here

13.  Hard to monetize
 To sustain such online patient communities –
 Need to be directly / indirectly sponsored
 Be hosted on a public platform like Facebook
 Be an add on to an existing health info business
 Give physicians & patients something to talk
about

14.  SEO optimization
 Drive awareness via
 Press releases
 YouTube initiatives – go viral!
 Low bandwidth / mobile versions of website /
mobile app
 Make site stickier by providing valuable content
alongside the existing networking

15.  To earn goodwill among CML community
 Good branding across website
 Hard to monetize an online community

16.  Novartis via its CML earth initiative earns
brownie points for being the first to jump
onto the Social bandwagon with a very
innovative & chic design
 It effortlessly brings the whole CML
community together
 Give the community something to talk about!

17. Case reference: http://blog.kruresearch.com/2009/06/novartis-cml-earth/
Thank You