Building a Social Media Center of Excellence
Issue: Novartis Pharmaceuticals’ launched a Digital Medicines group, whose mission is to lead both the organization and its brands to drive marketing beyond traditional media. As part of this group, Novartis established the Social Media Center of Excellence (CoE), and tasked Coyne to evolve the Center, entrenching Novartis as a leader in pharmaceutical social media.
Idea: Coyne’s immediate task was to build best-in-class infrastructure for the Social Media CoE, all the while ensuring that all recommendations and programming conform both to the highly regulated provisions of the FDA, as well as Novartis’ compliance measures. Deliverables include: defining the group’s mission and vision; standardizing education protocols for the brands and executives; benchmarking the spectrum of activity for pharma companies in the social media space; providing ongoing guidance on new brand channel activation; counseling on social media integration for brands with multiple indications; and integrating best practices with the mobile division, as appropriate.
Impact: Since the Social Media CoE’s inception, the team has increased visibility internally; expanded brand engagement in social; and increased reputational and value perception of social among stakeholders. The team continues to develop offerings for Novartis that not only will set the company apart from its competition, but also will bring a new level of interaction and conversation among Novartis’ targets.