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J&J: an isolated genius at Social Media

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According this study by L2thinkTank, “the pharmaceutical industry is disconnected regarding digital marketing to physicians“: “Most brands rely on static product sites that limit engagement“.

For pharma, digital provides an opportunity to disrupt this stale sales channel and generate cost savings and efficiencies. For physicians, digital provides the convenience of accessing scientific, technical, and medical information on-demand and on their own schedule. However, for what appears to be a win-win, investment and adoption to date by pharmaceutical brands has been limited.

This study attempts to quantify the digital competence of 70 U.S. pharmaceutical brands across ten disease states and their efforts in using digital platfoms to reach their audience.

All the sites were ranked according a unique methodology based on:

  • quality of site
  • digital marketing
  • social media
  • mobile

and the winner is Concerta, Johnson & Johnson.

2. Abilify (BMS), 3. Symbicort (AstraZeneca), Januvia (Merck),  etc.

Other findings:

  • Diabetes is the therapeutic area where online brands are the best
  • Nearly three quarters of physicians own a smartphone and a third use them to access clinical information, but 90 percent of the brands in the Index have no brand-specific mobile presence.

  • Medscape, Epocrates, SERMO are the key websites for physicians

Galloway, Scott. Digital IQ Index: Pharma & Health Care providers. L2, April 18, 2011. White paper, 36 pages. Online at:


Written by hbasset

April 18, 2011 at 8:04 pm

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