the pharmaguy social media pioneer award
DESCRIPTION
The Pharmaguy Social Media Pioneer Award recognizes a pharmaceutical executive or team who has "pioneered" in the use of social media for marketing, research, or corporate communications purposes. The award has been presented each year beginning in 2010. This presentation highlights the past winners and what they are doing now.TRANSCRIPT
© 2013 Pharmaguy™
Pharmaguy
The Pharmaguy Social Media Pioneer Award
Recognizing a pharmaceutical executive or team who has "pioneered" in the use of social media for marketing, research, or corporate communications purposes.
© 2013 Pharmaguy™
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What’s With the Hawaiian Shirt?
At ExL Pharma's 3rd Annual Digital Pharma "un" conference in October, 2009, Pharmaguy wanted to “stand out” from the crowd. So he wore a bright yellow & black Hawaiian shirt that was left over from his Hunter Thompson Halloween costume. It was appropriate considering all the “fear & loathing” that was in the air just before FDA’s pivotal November, 2009, public hearing on social media.
The shirt has come to symbolize how pharma social media pioneers stand out from the crowd despite the drug industry’s “fear” and FDA’s “loathing” of social media.
© 2013 Pharmaguy™
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Alex Butler (@alex__butler), former Digital Strategy and Social Media Manager at Janssen, received the first Pharmaguy Social Media Pioneer Award for Psoriasis 360 – the first (and only) pharma Facebook page that allowed comments without pre-moderation.
October 19, 2010
Alex Butler Received 1st Award
© 2013 Pharmaguy™
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Butler on ModerationAlex tweeted:
“moderation is about engagement, leading and responding to the community, not censorship. Negative comments r V[ery] valuable”
“If you want to receive the benefits of SM engagement it has to be real, community moderate themselves in the end”
“if a brand, company, person is that worried about comments in SM there is probably a deeper issue under the surface”
© 2013 Pharmaguy™
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Janssen on Moderation
In a statement published on the page’s wall, the "Psoriasis 360 team" said "we have found ourselves removing a larger and larger proportion of posts, stifling worthwhile discussions."
Janssen cited its inability to post-moderate posts made to the Psoriasis 360 wall, one-third of which "mention[ed] a specific drug by name, or talk[ed] about the efficacy of a particular treatment is (or its side effects).”
The page was removed in August, 2011, presumably due to Face-book’s new policy disallowing comments to be shut off.
March, 2011
© 2013 Pharmaguy™
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July 2013
What Alex is Doing Today
View "The Healthcare revolution will not be televised” here: http://youtu.be/ocZpntYmYIE or Next…
© 2013 Pharmaguy™
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Tony Jewell (@tonyjewell), former Senior Director of External Communications at AstraZeneca US, received the second Pharmaguy Social Media Pioneer Award for #rxsave – the first (and only) pharma sponsored Twitter chat.
October 18, 2011
Tony Jewell Received 2nd Award
View the Video here: http://vimeo.com/30755497
© 2013 Pharmaguy™
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February 16, 2011
AstraZeneca hosted a one-hour chat on Twitter to raise awareness about helping patients save money through prescription savings programs. Pharmaguy said, "This is quite gutsy of AZ considering that anyone can ‘join’ the chat simply by posting a message containing the #rxsave hashtag. And anyone can and DID post messages about AZ drug side effects.”
First Live Pharma Twitter Chat
Although the most posts were made by people attempting to “hijack” the conversation and focus on the side effects of Seroquel, the conversation continued and was productive. AZ acknowledged these posts & offered to discuss the issues off-line.
© 2013 Pharmaguy™
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August 2013
What Tony Is Doing Today
Tony started his own public relations firm and is kicking back, enjoying the Jersey Shore!
© 2013 Pharmaguy™
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PharmaGuy presented the Award to Dennis Urbaniak, VP, Joan Mikardos, Senior Director, and Laura Kolodjeski, Senior Manager, Patient Solutions, at Sanofi US Diabetes. Accepting the award on behalf of the winners -- who could not make it in person -- was Wendy Blackburn of Intouch Solutions.
October 17, 2012
Sanofi US Diabetes Team Received 3rd Award
View the Video here: http://youtu.be/3oJFbjuevBY
© 2013 Pharmaguy™
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This team deserved recognition because it didn't give up on social media even after a "disgruntled" patient caused Sanofi to shut down a Facebook page that did not have comments turned off. Urbaniak et al learned a lot from this experience and applied what they learned to the Sanofi Diabetes Facebook page.
Sanofi Diabetes FB Success
“Since we operate in a heavily regulated industry, we… must preview all messages.”
“While some messages may not be posted, we are listening and encourage you to continue sharing.”
“Likes” have grown from 522 in Jan 2011 to over 6,700 in June 2013.
© 2013 Pharmaguy™
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Joan & Laura Give a Shout Out
View the Video here: http://youtu.be/kU2Tc6EuPI8 or Next…
© 2013 Pharmaguy™
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Pharmaguy presented the 4th Annual Pharmaguy Social Media Pioneer Award to the Roche (Italy) Digital Academy Team and its leader Davide Bottalico, MD, Digital Marketing Manager. Denis Dina, Digital Strategic Planner at Roche, accepted the award on behalf of the team.
October 15, 2013
Roche Digital Academy Team (Italy) Received 4th Award
Davide Bottalico, Team Leader (center)
Gaetano Vancheri, Stefania Nicastro (left)
Alessia Ferrario, and Denis Dina (right)
© 2013 Pharmaguy™
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Denis Dina Accepts Award
View the Video here: http://youtu.be/urMDb8eAOes or Next…
© 2013 Pharmaguy™
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