J&J and Social Media – How’d They Do It? A Conversation with J&J

Johnson & Johnson has gone far in establishing a digital footprint that has both breadth and depth to it.  The company's YouTube channel now has over 90 videos – not branded, but patient educational. That is more than SanofiPasteurTV, GSKVision and the AbbottChannel combined.  They have multiple Facebook pages that are geared to special audiences, consumer products and conditions.  They have a corporate blog – JNJBTW.  The blog was begun with the simple question that serves as a premise – Everyone else is talking about our company, so why can't we? 

Generally these media are linked to one another, driving traffic back and forth.  And the company is establishing relationships and communications with other stakeholders.  

There continues to be concern about a highly regulated industry like pharma becoming involved in social media.  The regulatory cultures of some companies are so conservative that employees aren't permitted to view social media.  Other companies, like J&J have tested the waters.  Curiously, no regulatory wires have been tripped solely for the reason of the medium.  

MarcMonseauRobHalper
Marc Monseau is the Director of Corporate Communications for Social Media at J&J and Rob Halper is the Director of Video Communications.  Just the fact that such titles exist at a company that makes pharmaceutical products is a testament to vision.  I have had it in my head for some time to get the opportunity to have them talk about their experiences in developing their company's digital footprint.  Yesterday, we got to do it.  We talked about what motivated them in the first place – how they began – and what they encountered along the way.  I hope you find it useful and informative.

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