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.
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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.
A study of the social media activity of pharmaceutical firms finds that Lilly is the most active, but Novo Nordisk and Boehringer Ingelheim have better engagement.
For years the social network has been telling advertisers they must pay to magnify their exposure, but most continue to resist.
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Twitter's health team offers advice on how pharma and healthcare companies can more effectively utilize 140 characters.
The unbranded campaign won the top prize at the 2015 Lions Health festival in Cannes.
Healthcare and tech executives say it's possible for pharma to engage, use humor, and have fun on social media.