Not two weeks after Nova Nordisc announced its branded Twitter page, Pfizer followed suit with its own page as a new foray into social media. Both companies plan to use the 140-character social phenomenon as a platform for “tweeting” press releases and announcements for new products, and Nova Nordisc uses a spokesman to tweet about experiences with drug treatments using their products.
So far, Pfizer’s page has been full of useful links about big news in the pharmaceutical industry, healthcare news from Washington, and both jobs and investor reporting from the company itself.
These entries into social media mark a new trend for traditional pharmaceutical companies that have mostly been gun-shy of entering into anything that smacks of a short-lived Internet fad. It also shows a fresh, new approach to reaching market segments that no longer read newspapers or watch TV like the older generation does.
This not only points to the validity of Twitter as a marketing tool that is here to stay but also to the need for other pharmaceutical companies to modernize their marketing strategies and campaigns – and enter the year 2009!
Hiring a pharmaceutical consultant to create a comprehensive marketing plan or remarketing plan may be a brilliant step towards maximizing profits during our current down economy.
A Twitter approach may or may not be the correct one for you – but with all the negative press and misinformation about pharmaceutical companies that exist today in the social media, as well as the massive readership levels social media attracts – it doesn’t pay to ignore Web 2.0 in any marketing campaign.
Will a Twitter-based approach help drive market share for Pfizer and Nova Nordisc? Only time will tell.
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