Facebook chief operating officer Sheryl Sandberg has said that in turbulent times the social network must do more than simply connect people.
Alone among the best-known social platforms, Snapchat has failed to generate much enthusiasm from pharma. Here's why — and here's why that may change.
Procter & Gamble has revived the campaign with a new spot tackling the lack of confidence during puberty.
Facebook is ramping up its video offering as a stronger rival to YouTube and Snapchat with the launch of its redesigned video tab.
Pharma has more or less ignored the social-blog hybrid Tumblr, with the number of programs using it countable on a single hand. That's about to change.
The drugmaker began advertising for Rhofade on Facebook in early August.
In only four months, Allergan's unbranded Facebook page for Botox has garnered 32 million brand impressions and 12,000 likes.
Twitter has launched a customizable Direct Message Card that brands can use to promote and share the bots or other customer experiences they've created, while Snapchat and Instagram have launched stories updates.
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The drugmaker is is using Tumblr, Snapchat, and YouTube as well as gay dating apps like Grindr to promote its HIV prevention pill.
Excedrin jumped at the chance to help relieve an angry fan's headache when he missed opening day of the New York Mets season due to train delays.
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There are also issues surrounding privacy and legitimacy. According to one expert's research, very few physicians use social media for professional purposes.
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At the very least, pharma marketers need to make sure they know the difference between search engine marketing and search engine optimization.
Pharmaceutical and healthcare companies use a mix of corporate and brand accounts on Instagram, and some are turning to celebrity influencers.
The Kim Kardashian debacle aside, what makes the platform so potentially valuable to pharma and healthcare marketers is its visual story-telling capability.
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Facebook and Instagram are the primary location for brands to engage with online tribes, while Raptr and PlayFire are a hit with boomers.
A recent CME course using Facebook Live generated 34,000 views and 600 comments.
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The drugmaker still views Instagram as a viable marketing platform, however.
With about 70 million users in six million health-related groups, drugmakers have tremendous opportunity to reach key audiences on Facebook. Here's how.
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The number of warning and untitled letters has dropped in recent years. Only four letters have been sent so far this year, compared to 28 in 2012.
Excedrin's #DebateHeadache was inspired by complaints the brand noticed during the first presidential debate in September.
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Digitas Health LifeBrands used Snapchat and Twitter to drive immunodeficiency patient Seth's story. The effort garnered 188 million impressions for #wearyellowforseth.
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The agency's ambitions were fueled in part by external criticism. The barbs that stung most sharply were ones suggesting a certain indifference on the FDA's part.