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Pharma’s Top 10 Efforts
in Social Media




           JD Lasica
           Socialmedia.biz
           jd@socialmedia.biz
Top 10 Pharma efforts
  J&J
  Glaxo-Smith-Kline
  Bayer
  Sanofi-Aventis
  Novartis
  AstraZenecaUS
  Bristol-Myers Squibb
  Roche
  Pfizer
  Boehringer Ingelheim
1. Johnson & Johnson
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
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.
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.
2. Glaxo-Smith-Kline
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.
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
3. Bayer
Bayer
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
4. Sanofi-Aventis
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
5. Novartis
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-
6. AstraZenecaUS
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.
7. Bristol-Myers Squibb
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.
8. Roche
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
9. Pfizer
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-
10. Boehringer Ingelheim
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.
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.
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.
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

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Top 10 Pharma Efforts In Social Media

  • 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.
  • 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
  • 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
  • 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
  • 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-
  • 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.
  • 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.
  • 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
  • 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-
  • 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