Centocor launched itself into the blogosphere with the debutof its corporate blog at cnto411.com.

Melissa Katz, a Centoco spokeswoman, told MM&M thecorporate blog aims to serve as a forum for discussion on issues relevant tothe industry and not a platform for sounding off on Centocor products.

“I plan on posting to the blog as often as I can on issuesthat are relevant, hopefully a couple of times a week,” Katz said.

Michael Parks, VP of corporate comms and executive producerof Centocor’s unbranded feature length film Innerstate, will serve in the rolethe blog’s guest author.

“Around the time of Innerstate’s debut about a year ago, werealized that we weren’t paying enough attention to the blogosphere,” Katzsaid. “Since then we have been working with those bloggers to see how we canbetter communicate with them.”

Centocor joins its parent company Johnson & Johnson,which began corporate blogging with jnjbtw.com last summer.

Johnson & Johnson’s blog, edited by spokesman MarcMonseau, has taken a similar tack as a forum for discussion of non-product specific,industry-related issues.

On the product blogging front, GlaxoSmithKline’s Alli teamkeeps a blog on the OTC weight loss treatment (alliconnect.com).

Novartis briefly experimented with an oncology blog,melanomaperspectives.com, aimed at physicians and written by KOLs, toward theend of 2007, but quickly pulled it.