Clients: Pharmaceuticals

Key Dynamics for Pharmaceuticals in Social Media

  • Industry regulations demanding careful monitoring, moderation and defined actions and process flow on adverse events escalation and health care education
  • Blending and/or distinguishing corporate brand, product brand, and disease state social venues and communities — all in a manner that reflects the brand’s values and positioning, while managing information in a regulated environment (driven by social cultural model)
  • Complex information that changes all the time, combined with deep personal and emotional investment of patients and their support circles
  • Experience in consumer- and patient-facing services
  • Experience in health care provider facing services
  • Social implementations focused on listening and escalating key customer insights and issues for product development
  • Social engagement to bring out the personality behind the brand
  • Social crisis management

Current case studies:

Pfizer: Chapstick, Children’s Advil, Advil Cold Relief, Corporate, iTunes, Nutrition Possible, Thermacare

Even though an industry is highly regulated, companies still want to gain the benefits of social engagement — learning from their customers and listening/responding to what they have to say. LiveWorld supplies moderation for Pfizer brand Facebook Pages, relying on our moderation tools for efficient process across multiple brands. In such a highly restricted industry as pharmaceutical products, human understanding and judgment are critical ingredients — requiring extensive training on brand, product, regulations, and process. Our moderation manager and moderators work closely with the company, vetting posts according to rules as well as social best practice, and escalating any that demand further company attention. Community programming also provides strategic engagement consultation.

Johnson & Johnson – Johnson & Johnson Diabetes Institute, The Vision Care Institute, Children With Diabetess

The Johnson & Johnson Diabetes Institute online community, focused on healthcare professionals who deal with diabetes, and designed to educate toward best practices, includes participation by the Institute medical faculty and director. Behind the scenes, LiveWorld staff initiates appealing and appropriate community programming — working with the Institute to structure content around particular diabetes-related treatments, news, case studies, or events. Strategic consulting (in the form of a Community Architecture Workshop leading to a social brief) created the foundation for this community’s management and development. LiveWorld also provides moderation (requiring extensive training, given the need for human judgment around pharmaceutical regulations) — with all activities supported by the underlying community platform.

Classic case study:
Aventis Diabetes Chat Marathon

LiveWorld produced and provided chat moderation for the online event, DiabetesWATCH, a 24-hour combination expert presentation and chat-a-thon on the subject of diabetes. Interspersed between the special guests who answered questions on the topics of diet, exercise, and other means to control diabetes, users were able to bond and share information about living with diabetes. LiveWorld moderators interacted with users around the topic, while watching for any adverse event or off-label use conversation.

Current Clients:

  • Chathem Allegra           Boeringer Ingelheim          Johnson & Johnson – Johnson & Johnson Diabetes Institute, The Vision Care Institute, Children With Diabetess
  •                             Pfizer: Chapstick, Children’s Advil, Advil Cold Relief, Corporate, iTunes, Nutrition Possible, Thermacare              Sanofi Aventis

1996-2010 Clients:

  • Aventis
  • Breastcancer.org
  • Mead Johnson