Pharma Campaigns on the Social Web: Identifying Best Practices

Pharmaceutical companies are increasingly leveraging social media to engage with healthcare professionals, patients, and the general public. Explore some of the standout campaigns and strategies, inspired by top-ranking companies like Johnson Johnson and Novo Nordisk.

Johnson Johnson: A Leader in Social Media Engagement

Johnson Johnson has consistently positioned itself at the forefront of the healthcare industry's social media usage. According to the 2014 IMS Social Media Report, they ranked 1st in Social Media Engagement, demonstrating a strategic and well-coordinated approach. Their success can be attributed to several key factors:

Strategic Integration of Social Media

Johnson Johnson seamlessly integrates social media into their global strategy. Their editorial team consistently engages audiences across multiple platforms, ensuring comprehensive coverage and interaction. For instance, their corporate blog (Johnson Johnson - The Corporate Blog) and their social media accounts on Twitter (Johnson Johnson JNJCares on Twitter), YouTube, Google, and LinkedIn all contribute to a cohesive brand presence.

Variety in Engagement and Content

The company utilizes a diverse range of content types, including blog posts, videos, and webinars, to address numerous objectives such as employer branding, public relations, product marketing, therapy awareness, and social responsibility. Their YouTube channel, for example, showcases a variety of health videos that not only educate but also engage viewers.

Two-Way Dialogue and Authenticity

In addition to their proactive content creation, Johnson Johnson actively engages in two-way dialogue with their audience. They leverage comments on their videos and social media posts to foster a sense of community and authenticity. For instance, they answer user comments left on their YouTube videos, enhancing the audience's connection to the brand.

Other Notable Pharma Campaigns

Several other pharmaceutical companies have also made significant strides in their social media presence:

Novo Nordisk and Diabetes Awareness

Novo Nordisk, known for its diabetes-related products, has a dedicated presence on the Social Web, particularly in diabetes awareness and advocacy. Their activities provide valuable insights and support to the diabetes community.

Sanofi Aventis and Social Media Outreach

Sanofi Aventis has taken steps toward fostering real social media engagement with patients. Their MS Voices Facebook page exemplifies a two-way dialogue, allowing for open discussions and support among those affected by multiple sclerosis.

McNeil Pediatrics and Controlled Interaction

McNeil Pediatrics has employed controlled interaction on Facebook, ensuring a positive user experience while engaging their audience. Their efforts demonstrate a balance between marketing and community building.

AstraZeneca and Prescription Savings Support

AstraZeneca also leveraged social media for a specific purpose. On February 16, 2011, they hosted the first pharma tweetchat to promote their prescription savings program, RxSave. This innovative approach helped to engage a wider audience and educate users about the program.

Conclusion

The examples mentioned above illustrate how pharmaceutical companies can effectively use social media to enhance their brand presence, engage with stakeholders, and achieve a range of strategic objectives. Johnson Johnson, specifically, stands out as a model for integrating social media into their overall strategy, fostering authentic dialogue, and providing valuable content to their audience.