The document discusses several case studies of pharmaceutical companies using social media and online communities, including GlaxoSmithKline's community for their Alli weight-loss drug, Bayer Schering Pharma's Facebook page for World Contraception Day, and Johnson & Johnson's corporate blog "JNJ BTW" to give employees a voice. All faced regulatory challenges in using these platforms but saw engagement from thousands of online members and positive reviews for opening communication.
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.
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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’
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4. CASE STUDIES
1. GlaxoSmithKline:
Alli Drug
2. Bayer Schering Pharma:
World Contraception Day
3. Johnson & Johnson:
JNJ BTW blog
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18. OVERVIEW
• Challenge
– Regulatory compliance
• Outcomes
– Listening machine generating insights
– Members incentivized with Amazon gift certificates
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19. 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.
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20. 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.
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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.
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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
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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.
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32. JNJ BTW bold &
courageous move
to create a voice
from within