Keys for Pharma Success:
Integrating Social

Pharma companies began their journey in social media over four years ago with a single initiative, often a Twitter account. Subsequently, they have embarked upon a process of layering their digital footprint with blog, Facebook and YouTube presences. In the course of developing these activities, and in the absence of explicit FDA or local regulatory guidance, Pharma has endeavoured to remain in compliance whilst formulating social media governance and establishing its own corporate guidelines.

Today, the Pharma companies delivering innovation in social environments are experimenting with new ways of participating. They are involving legal, medical affairs and senior colleagues in the early planning stages, and finding better ways to integrate social into their overall communications and marketing mix.

‘Keys for Pharma Success: Integrating Social’ examines a series of social campaigns that may be considered to have broken new ground for Pharma. Through a review of pre-launch, launch and post-launch activities and an examination of how the campaigns were integrated into a broader marketing mix, the report explores how Pharma’s use of these ubiquitous social web platforms continues to evolve as the industry strives to attain a more nuanced degree of social integration.

Keys for Pharma Success: Integrating Social features original interviews with Tony Jewell, Senior Director, External Communications, AstraZeneca, Robert Muller, Associate Marketing Manager, Global Marketing, Roche Diagnostics, and John Pugh, Head of Online Communications GmbH & Director of Communications UK, Boehringer Ingelheim, and provides extensive supporting references, charts, tables, and illustrated examples.

The report includes:

  • Extensive expert insights from leading Pharma social media experts offering benchmark examples of how social elements are being integrated into industry activities.
  • Comprehensive case studies iterating the strategic planning and operational workflow supporting three campaigns.

Key quotes from the report:

Tony Jewell, Senior Director, External Communications, Astra Zeneca

“I was impressed that the event attracted such diverse participants, from patients to doctors, nurses, advocates and community groups, and those who were just curious about a Pharmaceutical company doing something like this. Ultimately, a very large number of people ended up participating in #rxsave before, during and after the event. It was encouraging to see, and hopefully will set the stage for AstraZeneca’s greater involvement in the social web in an appropriate way.”

John Pugh, Head of Online Communications GmbH & Director of Communications UK, Boehringer Ingelheim

“As our Twitter presence evolved and we began to be able to prove there was real value to Boehringer Ingelheim in social media, I felt confident that we could do more, and returned to a consideration of Facebook. In identifying what sort of initial assets we would need to create for the page, we realized that our jubilee was coming up, and the ‘125 years more health’ idea provided a great focal point for Boehringer Ingelheim. This in turn has supported the development of our Flickr account of the same name through photo competitions and follower photo submissions.”

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Publication date:
 May, 2011
Product code:
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Key Features

  • Executive summary defining the stages of social business
  • Categorizing Pharma’s experiments in social business integration
  • In-depth case studies of three integrated Pharma social campaigns
  • Opportunity-oriented conclusion considering how social can be integrated throughout Pharma enterprises and reflecting on the potential utility of the micro community model for Pharma.

Content Highlights

  • Defining the stages of social business
  • Pharma’s experiments in social business integration
  • Case Study: AstraZeneca’s #rxsave Twitter Chat
  • Case Study: Boehringer Ingelheim’s layering of presences across the social web
  • Case Study: Roche’s partnering with a non-profit organization to conduct a socially-driven campaign
  • Opportunity: Integration throughout the enterprise
  • Opportunity: Micro communities