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Pharmaceutical Social Media Case Studies 



 

 
 
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Published:  December 31, 2009
 
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Slide 1: SOCIAL MEDIA/ONLINE COMMUNITY - CASE STUDIES PHARMACEUTICAL INDUSTRY 1
Slide 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
Slide 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
Slide 4: CASE STUDIES 1.  GlaxoSmithKline: Alli Drug 2.  Bayer Schering Pharma: World Contraception Day 3.  Johnson & Johnson: JNJ BTW blog 4
Slide 5: GLAXOSMITHKLINE - ALLI DRUG 5
Slide 6: OVERVIEW • Disease –  Obesity • Product –  Alli Drug • Objective –  Offer Support –  Increase success of it’s customers • Social Vehicle –  Community: www.myalli.com 6
Slide 7: OVERVIEW • Features –  Discussion boards –  Official Expert Dieticians –  Coupons • Challenges –  Regulatory compliance • Outcomes –  289631 members 316708 message board posts 7
Slide 11: A google search for Alli drug unsurfaced official and unofficial sites
Slide 15: BAYER SCHERING PHARMA - WORLD CONTRACEPTION DAY 15
Slide 16: 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
Slide 17: 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
Slide 18: OVERVIEW • Challenge –  Regulatory compliance • Outcomes –  Listening machine generating insights –  Members incentivized with Amazon gift certificates 18
Slide 19: BACKGROUND The theme for 2008 is “Your life, your body, your choice” and is focused on educating young people about contraceptive options to enable them to make informed choices about sex, contraception and parenthood. World Contraception Day is an annual event taking place each year on 26 September. Activities and events are taking place on and around this date to mark World Contraception Day in countries and regions around the globe. 19
Slide 20: ENGAGING KEY STAKEHOLDERS A healthcare professional campaign has been launched to ensure doctors, nurses and family planning clinics are fully aware of World Contraception Day. Healthcare professionals will be provided with a number of informative educational materials to provide during consultations, including a Your Contraception guide to share with their clients. 20
Slide 22: Unbranded Bayer Information Site
Slide 23: Terms & Conditions disclose Bayer developing this site
Slide 24: Special report offering informative advice on topic
Slide 25: Extensive PR to drive people to various sites
Slide 26: Citizen Journalist reporting the day with reference to various social sites and prominent advocates
Slide 27: Facebook Presence. Private page. Need to Add as Friend. Only 60+ members
Slide 28: JOHNSON & JOHNSON - JNJ BTW BLOG 28
Slide 29: 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
Slide 30: 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
Slide 31: 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
Slide 32: JNJ BTW bold & courageous move to create a voice from within
Slide 33: Marc’s Twitter Following reaches 698 followers! Compelling & interesting tweets
Slide 34: J&J health channel on YouTube
Slide 35: J&J Network on Facebook with 400 members. It’s only the beginning...
Slide 36: Positive reviews about JNJ BTW from independent bloggers
Slide 37: 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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