European Pharma Moves on Social and Digital Media

In nearly any conversation about digital and social media on a global scale, one is bound to hear the refrain that European pharmaceutical companies have even more inhibitions than their American counterparts because of the existence of DTC in the US and because they are restricted in their communications with patients in Europe.

Defying gravity, if not convention, Roche, headquartered in Basel Switzerland, today issued an elegant multimedia release on its latest study results involving Herceptin.   First note the slide comparisons of cells near the headline, which are completely enlargeable. But then off to the right, there is not only a video that explains the significance of the findings, but a menu list of other videos one can watch.  There is also, in the upper left hand corner, a menu of offerings to get further communications from Roche, including podcast access and subscription to their RSS feed.  Believe it or not, some large companies still are not using RSS feeds.  A link is also provided if the reader wants to obtain video clips and there are links to document the company's work in oncology.  

This type of release is significant because it offers so much.  It is not just news about the product, it is a virtual Roche oncology library, allowing a reader to only read about the study, or to find further useful background information should it be desirable, without making the reader go hunt for it.  In other words, it accomplishes a one-stop shop for nearly any kind of reader.  

Nice work Basel.

Forgive the lack of cropping on the screen shot – Microsoft's changes to Powerpoint 2007 are completely indecipherable in a most unyielding sense.   
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