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March 1, 2012
Less than 2 years ago, I got very excited when I saw a Canadian pharma ad on my FaceBook profile. It was the first Canadian pharma ad that I had personally ever seen on FaceBook. You can read my post about it here. We sure have come a long way since then. Throughout 2011 and so far in 2012, I have spotted several ads on my FaceBook profile, by Canadian pharmaceutical companies. In fact, Pfizer Canada might be the first Canadian pharma company to advertise a Schedule F prescription drug name on FaceBook. In Canada, pharmaceutical companies must follow very restrictive Rx-DTC (direct-to-consumer) guidelines. The only things that can be mentioned in the public regarding Schedule F Rx products are product name, price and quantity. The ad below complies with the regulations. GlaxoSmithKline Canada promoted their vaccine Cervarix via FaceBook ads back in Q4 2011. Although the product name and disease state appear in the ad, it complies with Health Canada's Rx-DTC regulations because Cervarix is a schedule D drug, and it is not promoting a schedule A disease. Now Midol might not be a prescription drug, but it belongs to Bayer which is a pharmaceutical company, so I think that they deserve kudos for entering the social media advertisement arena. The Midol FaceBook ads were very consumer-savvy, offering a prize and driving traffic to their site by offering entertainment in the form of punishment on the man in the ad - it doesn't sound very nice, but I saw the site and I did not find it offensive at all. It was all in the name of fun. The rest of the FaceBook ads by Canadian pharma companies that I saw on my profile were all to help raise awareness of certain disease states. As long as no brand name is mentioned, this is a completely acceptable form of promotion according to Health Canada. There might have been ads targeted to men, or younger / older audience, or other demographic that did not fit my profile, so this is by no means a complete inventory of Canadian pharma ads on FaceBook. If you have seen other FaceBook ads by Canadian pharma, let us know in the comments section. If you happen to have a picture, e-mail it to me and I will gladly add it to the post and give you credit for having found it.
January 7, 2011
I just read a great post on SmartBlog, "Andy’s Answers: How Pfizer created a practical social media playbook for employees". I enjoyed learning about how Pfizer created their employee social media playbook so I wanted to share it with others as well. In Andy's blog post, he attached a video clip in which Kate Bird (Director, Corporate Internet Communications at Pfizer Inc) talks about how Pfizer is helping its employees better understand and use social media for personal and business purposes. The video is a bit over 27 minutes, but it is well worth the watch. Here is the link to the video: Pfizer: Social Media Playbook: Practical Guidance for Colleagues, presented by Kate Bird from GasPedal on Vimeo. In case you don't have time to watch it, I have pulled a few quotes and highlights from the video. I did not write down all the information that Kate talked about, so if you find the highlights below of interest, you should definitely take a look at the video. Note that the info is not all in chronological order of the talk. I took some of the info from the Q&A session at the end of the talk and added it to the appropriate category:
- "The conversation (at Pfizer) has changed from ‘we can't do social media’ to ‘how do we do social media’ ". At the very end of the video, during the Q&A session, Kate suggests that a large part of this cultural shift may be due to the acquisition of Wyeth.
- What employees do on social media has significant impact on the corporate brand
- "We have clearly a role to play here (in social media channels), and a responsibility … to provide information to patients and customers."
- "Build better relationships that ultimately will influence the corporate brand experience and reputation. ... As people get to know us a little bit more, they like us a little bit more."
- Share what you’ve already done within the organization. It reduces redundancy costs and helps build a more cohesive brand strategy
- Pfizer developed a global template for YouTube
- Truly understand why your program needs its own social media space (ie. FaceBook page). Could you build off something that already exists within the organization?
- It provides tips on how to engage with various key stakeholders on social media (ie. consumers, vs. healthcare professionals, etc…)
- It is designed so that any employee should be able to find guidance on social media activities. The content is applicable to marketing, senior executives, assistants, etc…)
- It contains social media best practices that are specific for various channels; Twitter, FaceBook,YouTube, etc…(what is it, how do you use it, what are the best practices, what to watch out for)
- It shows steps that need to be considered to implement social media within Pfizer (consider legal, talk to regulatory, take a disciplined approach as to how you want to roll out your communication strategy)
- It highlights case studies of best practices within Pfizer and other organizations
- It will help connect people within Pfizer affiliates of various countries so that they can learn from one another
- It could act as a training book
- Printed copies,
- Rolling it out at global communicators’ meeting, quarterly web master meetings (shared with web masters across various countries)
- On the website under 'Company tools and resources' section, alongside other digital and legal guidelines
- Quarterly social media webinars. Pfizer affiliates were asked to provide case studies for discussion at this meeting, where they will look at objective, target and lessons learned from the case studies. One of the case studies that has been submitted is the "Can you feel my pain" from the UK
- Other than the playbook itself, there is some social media training happening in different parts of the organization. For example, some scientists went through formal training and are blogging, and there has been robust training for marketers
Twitter is really … the most used channel for any type of crisis communication within our organization.If crisis management on social media is of interest to you, you might find the Pfizer Canada social media response flowchart valuable. Does your organization have a playbook set up? If so, what are some of your lessons learned? If not, what would you like to see as part of such a resource? Leave your insights in the comments below. Stay in touch, Natalie Connect with me on the following networks: FaceBook, Twitter, LinkedIn
January 3, 2011
What better way to kick off 2011, than to provide you with a gift from Pfizer Canada: their social media response flow chart which provides guidelines as to when and how to respond (or not respond) to comments on social media networks. Every company should have some sort of guidelines as to how they will respond to social media comments about their brand(s) and corporation. Even if an organization has not implemented social media tactics, they may be (and should be) tracking mentions of their brand and corporate names via tools such as Google Alert. Such mentions may require intervention by the company, and a plan prepared ahead of time will help ensure that an appropriate response is provided. Pfizer Canada has modified an assessment chart that was originally developed by the U.S. Air Force . The flow chart will guide Pfizer Canada in responding to remarks on social media networks which are either the property of, sponsored by or have a relation of some kind to Pfizer Canada (ie. the Canadian Medical Association, CMA, discussion panel which is hosted by Pfizer). In fact, the flow chart was set up when Pfizer Canada launched the discussion panel on the CMA site. At the moment, Pfizer Canada is not scouring the internet for comments. They focus only on the comments made on the networks that are linked to Pfizer Canada in some way. Pfizer Canada estimates that the original Air Force chart covers approximately 80% of potentialv scenarios. Therefore, Pfizer Canada fine tuned the diagram to address potential medical, legal and compliance issues. Both the original Air Force chart and the Pfizer Canada chart are found below. The most noticeable difference between the two are the 3 columns that Pfizer Canada added, which are found at the far right of the chart. There are a few other modifications that were made by Pfizer Canada, but none of these appear to be major shifts from the original chart. The response flow chart was designed for the Canadian subsidiary of Pfizer. It is not used globally by the organization. A picture of both the U.S. Air Force and Pfizer Canada flow charts are included below. They are small, but if you click on them, you will see a larger version. [caption id="attachment_1646" align="aligncenter" width="468" caption="Pfizer Canada: Social media response flow chart"][/caption] I applaud Pfizer Canada for their level of preparedness, and I thank them for allowing me to share their response flow chart on my blog. Christian Roy (Vice President, Marketing, Pfizer Canada Inc.) and Elena Chouw (Manager, eMarketing, Pfizer Canada Inc.) originally presented this diagram at the Eye for Pharma eMarketing Canada conference, which was held in Toronto, on November 1-2 2010. Many thanks to Elena for taking the time to discuss the flow chart with me. What do you think of these two social media response flow charts? Do you think there should be any changes to the modifications that were made by Pfizer Canada? Leave your comment below. Happy new year, Natalie Connect with me on the following networks: FaceBook, Twitter, LinkedIn