July 27
Social media in a highly regulated industry
Before the Web 2.0 took off the danish pharmaceutical company Lundbeck via the foundation Lundbeck Institute developed two online communities for their end customers, which are patients, relatives and physicians.
Being a pharmaceutical company Lundbeck operates in one of the most regulated industries. There are strict limitations to Lundbeck’s communication. Many pharmaceutical companies with Facebook pages simply disable their Facebook walls because they are afraid, that they will be held responsible for postings made by users.
But Lundbeck developed a concept that makes it possible to have online conversations with end customers. The sites are run by a foundation, and there are chinese walls between the commercial activities in Lundbeck and what is published at the DepNet and DementiaNet websites, of which there are more than 20 worldwide.
The first of the Lundbeck communities, DepNet, was launched in 2001 and the second, DementiaNet, was launched in 2005:
Lundbeck pays independent doctors to answer questions from users at the sites, and by this Lundbeck is able to create communities and facilitate conversations amongst patients online which are perceived as valuable by its end customers. Doctors mention products in their postings, and in many cases it is products made by Lundbeck’s competitors. The Doctors at the Danish site mention Lundbeck’s products less frequent than the seize of Lundbeck’s market share could justify.
When Lundbeck was attacked in the Danish press and accused of being unethical in marketing its medicine by the means of DepNet and DementiaNet user after user responded online and stated how much they valued the conversations and content at the sites and defended Lundbeck against criticism.
Short URL & Title:
Social media in a highly regulated industry — http://www.torbenrick.eu/t/r/hkb
