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MARKET REPORT DETAIL

Pharma on Twitter: Developing a Presence

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Published Date: Jun, 2011
Format: PDF
No of Pages: 56
 
 
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  • Abstract
  • Table of Contents

" Does your company have a Twitter account? Want to know what all the buzz is about? Whether you are an experienced Twitter user or just curious, Pharma on Twitter: Developing a Presence, shares first-hand experiences from corporate tweeters on how and why pharmaceutical companies are using this medium as a communications tool.

In the five years since GlaxoSmithKline set up the first industry corporate Twitter account, more than 130 pharmaceutical Twitter accounts have been created. Through a series of interviews with pharma industry communications specialists, the report examines the reasons why Pharma has turned to Twitter as part of its social media strategy and the benefits the microblogging platform brings. Practitioners discuss the challenges of operating in a new media environment while ensuring they are compliant with established industry regulations, and how their experiences with Twitter have brought a departure from the traditional broadcast model of corporate communications into something more conversational.

Key Features

  • Expert interviews with leading corporate Pharma communications specialists
  • First-hand case studies from @JanssenUK, @pfizer_news, @Roche_com and @sanofiaventisUS – objectives, challenges, successes and outcomes
  • Ranking tables of PharmaTwitter accounts currently operating with numbers “following” each

Key quotes from the report:

“It would appear that Pharma and the whole medical communication community’s model for communicating about its products and businesses is not only changing, but changing very quickly. Whereas the industry has up until the recent past been used to a very limited distribution, it is entering an era where obligations may exist not to offer information without providing the concurrent opportunity for people to respond properly to it.”

“[it] helped us realize that there are not actually legions of people waiting to attack us on Twitter, and that we can just be involved in a normal way”

Experts interviewed: Stacy Burch, Director, Corporate Reputation and Digital Communications, Sanofi-aventis Alex Butler, EMEA Marketing Communications Manager, Johnson & Johnson Jennifer Kokell, Specialist, Global Media Relations, Pfizer Inc. Sabine Kostevc, Head of Corporate Internet and Social Media, Roche Who would benefit from this report? Business Intelligence eBusiness / Emerging Technologies Digital Strategy and Communications Marketing Research Marketing / Category / Product Management Media Relations Public Relations Sales Management Corporate Affairs Corporate Communications "

Table of Contents :

Twitter strategies:
Why companies set up corporate Twitter accounts
Who companies engage with
How and why companies have moved from a “listen and learn” to a more interactive approach with Twitter
Key highlights and milestones

Running a corporate Twitter account:
Who is responsible for Twitter
Content generation & management
Working within industry guidelines
Global vs. local accounts
Handling corporate vs. personal identities

The impact Twitter has on business:
What impact has Twitter had on external stakeholder relations?
How has the Twitter activity been received internally?
What impact has Twitter had on wider marketing and communications strategy?

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