Big pharma blogs

[TimBenign Dictator]

I see that Sanofi-Aventis are attempting to join the “diabetes online community” with a new blog here: http://www.discussdiabetes.com. I think they’ve got the tone just right with all comments being moderated, in your face terms and conditions, no content, restricting it to “US residents only”, and even putting an unregistered trademark (TM) notice on the words “Discuss Diabetes”. Your thoughts?

[MikeMember]

I applaud the fact that they are willing to interact with consumers as that is what they/we are essentially.

Shame it is US only, as the guidelines are tighter yet the FDA are a little more open minded to social media as opposed to it’s European cousins.

It wil be interesting to see if they get some decent content on there and if the Diabetes public interact with them. I’m not so sure they will be able to reproduce the level of content that you may find on the decent blogs out there, inclusive of ShootUp team.

What are you thoughts Tim?

[TimBenign Dictator]

I watch with some interest. I think many large companies (whether pharmaceutical or not) do social media badly. The main flaw is that as a company you need to chuck a reasonable amount of resource at it (i.e. someone full time who can write well and genuinely engage with the Internet populace) without really getting much in the way of measurable results or return on investment.

You then have the problem of the legal department getting paranoid about anything that’s published on any website – so you have to have comments moderated and posts approved before they go up. The main benefit of social media is that people can chip in with their thoughts and comments quickly and easily, without things having to be approved by the suits in legal.

So, in summary, nice try Sanofi-Aventis but I’ll bet you a beer it’ll peter out within a couple of months.

[lizzParticipant]

I see they claim to be a leading global pharmaceutical company. So why are they only opening discourse with US residents? Also their Facebook page is only for US residents…

And as you say Tim, click on any of the tabs and they all give the same info!

I agree about the tone as well. It’s like a forum for naughty diabetes sufferers who might get out of control if not talked to sternly.

[AlisonBenign Dictator]

Corporate social media is a bit of a minefield. Blogs work well when they’re based on opinion and it’s often difficult for a company to have an honest opinion because they have so many stakeholders they have to keep happy.

I suspect the “US only” side of this is because in the UK drug companies aren’t allowed to market directly to consumers (ie patients), they can only market to medics (pumps and meters are devices rather than drugs so aren’t covered by this). When I’ve spoken at medical conferences and gone round the exhibition to have a nosy at the latest diabetes drug and tech I’ve learnt to say that I’m a nurse. If I admit I’m a patient it’s very hard to get people to talk to me.

[TimBenign Dictator]

I think you should say you’re a consultant rather than a nurse Alison. I think you deserve a promotion.

[MikeMember]

Another thing, as we know it not really about the cost for the so called “Big Pharma” companies setting themselves up for social media.

Even if they wanted to participate their very hands are bound and gagged to such an extent that each companies site and said content will be the same.

Shame really!

[TimBenign Dictator]

It is a shame really – as we both know from the Medtronic Internet forum (report link here for anyone who doesn’t know what we’re banging on about or who just wants to see a picture of Mike and me doing v’s at each other http://www.shootuporputup.co.uk/2010/06/medtronic-internet-forum) big pharma (or at least some of it) is genuinely interested in engaging with patients; maybe the Interweb isn’t the best way to do it? But if the Internet isn’t, then what is?

[lizzParticipant]

Nya. I haven’t forgiven Medtronic for their part in the withdrawal of the Deltec Cozmo, the very best pump EVER. And I speak as an ex-medtronic pump user. Their up-front people are bound to have been chosen for their delightful and engaging personalities. Nothing will ever persuade me that any pharmaceutical company actually cares more about its patients than making money.

[StephenParticipant]

@lizz That was trivial compared to Animas buying / killing the GlucoWatch

[lizzParticipant]

What did the Glucowatch do?

[TimBenign Dictator]

@lizz – I agree. Of course pharmaceutical companies want to make money, they’re not charities. But if they take in to account at least a smidgen of what patients want then we all win – we get slightly better products, they make more money. Hey hum.

[MikeMember]

@lizz the glucowatch was being developed a few years back and from memory it was designed to act like a CGM sensor but in watch form. I did have the pleasure meeting the team years ago in the US of A during the early stages but seems that something went wrong somewhere.

[Hairy GnomeParticipant]

@mikeinspain – I think having to slit your wrists on a regular basis had something to do with it…

[MikeMember]

Sorry I forgot the wrist slitting bit Tel.. It is something I normally try and avoid as it hurts like a bugger and kinda make a mess everywhere.. Although sales of Daz would go up I guess!!!!

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