{"id":12596,"date":"2014-01-01T00:00:00","date_gmt":"2014-01-01T00:00:00","guid":{"rendered":"http:\/\/www.pharma-mkting.com\/uncategorized\/show081\/"},"modified":"2014-01-01T00:00:00","modified_gmt":"2014-01-01T00:00:00","slug":"show081","status":"publish","type":"post","link":"http:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/talk\/show081\/","title":{"rendered":"Twitter for Rx Brands: An Experiment"},"content":{"rendered":"

Twitter for Rx Brands: An Experiment Click Here for Additional Resources<\/a><\/p>\n

A conversation with Kevin Kruse, President of Kru Research, presenting the results of a Twitter experiment in which a fictitious insomnia brand drug Twitter account was set up to determine the value of Twitter to reach a qualified audience of patients.<\/p>\n

Aired LIVE on: <\/p>\n

Friday, July 31, 2009<\/b> Listen to internet radio<\/a> with Pharmaguy<\/a> on Blog Talk Radio<\/p>\n

You may also visit this Pharma Marketing Talk Segment Page<\/b><\/a> to listen to the audio podcast.<\/p>\n

This show and ALL Pharma Marketing Talk shows are available as podcasts via PMT on iTunes<\/b><\/a> (FREE!).<\/p>\nBackground<\/b>Novo Nordisk’s Branded (Levemir) Tweet is Sleazy Twitter Spam!”). As a result, many pharmaceutical marketers began to question if Twitter was an appropriate channel for the delivery of Rx branded information.<\/p>\n

One bad experience, however, is not enough to answer the question: Is Twitter an appropriate channel for getting Rx brand messages to a qualified patient\/consumer audience?<\/p>\n

To answer that question, Kru Research decided to perform an experiment by creating a Twitter account for a fictitious insomnia drug. Different profiles and different profile pictures were created to follow people who were tweeting about insomnia. Follow-back response rates were tracked to see how a pharma brand manager can best maximize followers and convert them to new patient starts.<\/p>\n

“I think the experiment will generate a lot of chatter,” said Kevin Kruse, President, Kru Research.<\/p>\nQuestions\/Topics Discussed<\/b> <\/p>\n