A conversation with Judith von Gordon, Head of External Communications, and John Pugh, Director of Corporate Communication/External Communications at Boehringer Ingelheim, about their use of Twitter and other social media networks.
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"This year we are looking to use the internet to engage with our customers," says John Pugh. "We want to provide a human side aspect the corporate perspective, and tools such as Twitter are key."
Boehringer is amongthe very few pharmaceutical companies that have a presence on Twitter. It started "tweeting" in November, 2008, and currently has 1,539 followers. It, in turn, follows 994 people, including John Mack, the editor of Pharma Marketing News.
Why does BI Tweet? What's the strategy?
What do you tweet about?
Who writes most of the tweets?
Are you measuruing the effectiveness of Twitter in reaching your goals? How?
Is there also a BI Blog? If not, why not?
Judith von Gordon,Head of External Communications in the Headquarter of Boehringer Ingelheim, has been responsible for external communication at the headquarter of Boehringer Ingelheim since this position was created in 1991. She built up corporate communications and helped develop the PR function in the company's affiliates worldwide. In the nineties she coordinated a wide-ranged Corporate Identity project and started a harmonized approach to Product Communications. As head of a team of communication experts across different indication areas, such as respiratory, cardio-vascular, metabolic diseases, central nervous system and HIV/AIDS she works with media and agencies around the world focussing on disease and treatment awareness.
John Pugh, Director of Corporate Communication/External Communications in the Headquarter of Boehringer Ingelheim, has over 15 years media experience, 8 of them in digital media. In additional to media relations for key products he is responsible for Boehringer Ingelheim's social media strategy. John has been with Boehringer Ingelheim for over six years, primarily in the United Kingdom, working within the Communications department. He has extensive knowledge of emarketing and in 2008 won the Pharmaceutical Marketing Society award for Best Interactive Digital Campaign 2008, for a multiwave emarketing project with doctors.net.UK.