There are literally dozens of pharma companies with their toes in the waters of social media, which include blogs, YouTube videos, Facebook pages, Twitter accounts, etc. Only a few intrepid pharmaceutical companies, however, have dived deeper.
This article focuses in some detail on three interesting pharma social media initiatives: (1) Procter & Gamble's Asacol Community for Ulcerative Colitis Patients; (2) Novo Nordisk's Levemir-branded Race With Insulin Twitter account; and (3) UCB's sponsored epilepsy community on the PatientsLikeMe website. One of these is a good example of how pharma marketers can leverage social media, one is bad, and the other is just plain ugly! In baseball, one hit out of three at-bats isn't bad, but for marriages and social pharmaceutical marketing it's not that good.
Topic headings include:
- A Faux, Dysfunctional Community
- More Serious Problems
- What a REAL UC Community Looks Like
- UCB's Sponsorship Partnership with PatientsLikeMe
- Pharmacovigilance is Key
- "Race with Insulin" Branded Twitter Account
- The Three Big Pharma Companies & Social Media
- FDA Safe, But...
- A Reminder Tweet
- Is It Spam?
- Missed Opportunity to Educate