Pharmaceutical Social Media Case Studies

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Corporations and global brands have found adopting social media a challenge. Most have turned a blind eye often siting the excuse 'there's too much regulation around our industry to get involved'. This presentation covers 3 pharmaceutical brands who have jumped in the deep end and done it. The results are surprising and deeply insightful on what happened and what were the results.

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Pharmaceutical Social Media Case Studies

  1. 1. SOCIAL MEDIA/ONLINE COMMUNITY - CASE STUDIES PHARMACEUTICAL INDUSTRY 1
  2. 2. 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. 2
  3. 3. 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’ 3
  4. 4. CASE STUDIES 1.  GlaxoSmithKline: Alli Drug 2.  Bayer Schering Pharma: World Contraception Day 3.  Johnson & Johnson: JNJ BTW blog 4
  5. 5. GLAXOSMITHKLINE - ALLI DRUG 5
  6. 6. OVERVIEW • Disease –  Obesity • Product –  Alli Drug • Objective –  Offer Support –  Increase success of it’s customers • Social Vehicle –  Community: www.myalli.com 6
  7. 7. OVERVIEW • Features –  Discussion boards –  Official Expert Dieticians –  Coupons • Challenges –  Regulatory compliance • Outcomes –  289631 members 316708 message board posts 7
  8. 8. A google search for Alli drug unsurfaced official and unofficial sites
  9. 9. BAYER SCHERING PHARMA - WORLD CONTRACEPTION DAY 15
  10. 10. 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 16
  11. 11. 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 17
  12. 12. OVERVIEW • Challenge –  Regulatory compliance • Outcomes –  Listening machine generating insights –  Members incentivized with Amazon gift certificates 18
  13. 13. 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. 19
  14. 14. 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. 20
  15. 15. Unbranded Bayer Information Site
  16. 16. Terms & Conditions disclose Bayer developing this site
  17. 17. Special report offering informative advice on topic
  18. 18. Extensive PR to drive people to various sites
  19. 19. Citizen Journalist reporting the day with reference to various social sites and prominent advocates
  20. 20. Facebook Presence. Private page. Need to Add as Friend. Only 60+ members
  21. 21. JOHNSON & JOHNSON - JNJ BTW BLOG 28
  22. 22. 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. 29
  23. 23. 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 30
  24. 24. 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. 31
  25. 25. JNJ BTW bold & courageous move to create a voice from within
  26. 26. Marc’s Twitter Following reaches 698 followers! Compelling & interesting tweets
  27. 27. J&J health channel on YouTube
  28. 28. J&J Network on Facebook with 400 members. It’s only the beginning...
  29. 29. Positive reviews about JNJ BTW from independent bloggers
  30. 30. 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 37

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