{"id":12602,"date":"2014-01-01T00:00:00","date_gmt":"2014-01-01T00:00:00","guid":{"rendered":"http:\/\/www.pharma-mkting.com\/uncategorized\/show087\/"},"modified":"2014-01-01T00:00:00","modified_gmt":"2014-01-01T00:00:00","slug":"show087","status":"publish","type":"post","link":"http:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/talk\/show087\/","title":{"rendered":"Novo Nordisk&#8217;s Race With Insulin Campaign: It&#8217;s Not Just About Twitter"},"content":{"rendered":"<p>Novo Nordisk&#8217;s Race With Insulin Campaign         It&#8217;s Not Just About Twitter<\/p>\n<p><a href=\"#resources\">Click Here for Additional Resources<\/a><\/p>\n<p>A conversation with <b>Ambre Morley<\/b>, Associate Director, Product Communications, Novo Nordisk Inc., about Novo Nordisk&#8217;s Race With Insulin Campaign, which includes a branded Twitter account (@racewithinsulin). Ambre will talk about Novo Nordisk&#8217;s social media goals, but also include other integrated aspects of the campaign.<\/p>\n<p>Aired LIVE on: <\/p>\n<p><b>Wednesday, October 28, 2009<\/b>   Listen to <a href=\"http:\/\/www.blogtalkradio.com\">internet radio<\/a> with <a href=\"http:\/\/www.blogtalkradio.com\/pharmaguy\">Pharmaguy<\/a> on Blog Talk Radio<\/p>\n<p>You may also visit this <a href=\"http:\/\/www.blogtalkradio.com\/pharmaguy\/2009\/10\/28\/novo-nordisks-race-with-insulin-campaign-its-not-j\"><b>Pharma Marketing Talk Segment Page<\/b><\/a> to listen to the audio podcast.<\/p>\n<p>This show and ALL Pharma Marketing Talk shows are available as podcasts via <a href=\"http:\/\/phobos.apple.com\/WebObjects\/MZStore.woa\/wa\/viewPodcast?id=206436329\"><b>PMT on iTunes<\/b><\/a> (FREE!).<\/p>\n<p\/><b>Background<\/b><\/p>\n<p>According to Ross Fetterolf, VP Digital Strategy at Ignite Health, June 18, 2009, was an &#8220;Historic Day&#8221; because &#8220;diabetes patient\/racecar driver Charlie Kimball produced the first pharma branded Tweet on his &#8216;Race with Insulin&#8217; Twitter page (@racewithinsulin).&#8221; Race with Insulin was launched by Novo Nordisk to highlight its sponsorship agreement with Charlie Kimball, &#8220;the first American open-wheeled racing driver with diabetes [who provides updates] called &#8216;tweets&#8217; directly from his computer or mobile phone about his race progress and diabetes management, representing a different direction in sharing real patient experiences.&#8221;<\/p>\n<p>But Twitter is only a tactic in Novo Nordisk&#8217;s overall strategy of sharing stories of patients who use products like Levemir.<\/p>\n<\/p>\n<p\/> <b>Questions\/Topics Discussed<\/b>  <\/p>\n<ul>\n<li>OK, it&#8217;s not all about Twitter, but that&#8217;s the big elephant in the room. Just tell us how you\/Novo\/Charlie Kimball decided to do the first-ever pharma branded Tweet?<\/li>\n<li>How does twitter fit in with your larger &#8220;race with insulin&#8221; strategy?<\/li>\n<li>Do you plan any other social media promotion as part of the campaign?<\/li>\n<\/ul>\n<p\/>\n<hr\/>\n<p> <b>Guest Bio<\/b><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" src=\"http:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/wp-content\/uploads\/2019\/02\/Ambre-Morley-100x125.jpg\" alt=\"Ambre Morley\" width=\"100\" height=\"125\" border=\"1\" align=\"left\" hspace=\"8\"\/><b>Ambre Morley<\/b> is responsible for public relations and issues management of Novo Nordisk&#8217;s insulin portfolio and its biopharmaceutical division in the U.S. Since her arrival at the company in August 2008, Morley&#8217;s achievements include securing a new spokesperson for two of the company&#8217;s products: a young racecar driver with type 1 diabetes. This partnership has been successful in raising awareness that diabetes does not &#8220;slow you down&#8221; in life, and also led to the creation of the industry&#8217;s first pharmaceutical-branded Twitter page. She joined Novo Nordisk in August 2008. Morley graduated summa cum laude from Tennessee State University.<br clear=\"all\"\/><\/p>\n<hr\/>\n<p\/> <b>Additional Resources<\/b> <\/p>\n<ul>\n<li><a href=\"http:\/\/pharmamkting.blogspot.com\/2009\/06\/novo-nordisks-branded-levemir-tweet-is.html\">Novo Nordisk&#8217;s Branded (Levemir) Tweet is Sleazy Twitter Spam!<\/a><\/li>\n<li><a href=\"http:\/\/pharmamkting.blogspot.com\/2009\/08\/charlie-kimball-novo-nordisk-and-me.html\">Charlie Kimball, Novo Nordisk, and Me Make Up<\/a><\/li>\n<\/ul>\n","protected":false},"excerpt":{"rendered":"<p>A conversation with Ambre Morley, Associate Director, Product Communications, Novo Nordisk Inc., about Novo Nordisk&#8217;s Race With Insulin Campaign, which includes a branded Twitter account (@racewithinsulin). Ambre will talk about Novo Nordisk&#8217;s social media goals, but also include other integrated aspects of the campaign.<\/p>\n","protected":false},"author":2,"featured_media":13101,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[1202],"tags":[],"topic":[],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v22.0 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Novo Nordisk&#039;s Race With Insulin Campaign: It&#039;s Not Just About Twitter - Pharma Marketing Network<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"http:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/talk\/show087\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Novo Nordisk&#039;s Race With Insulin Campaign: It&#039;s Not Just About Twitter - Pharma Marketing Network\" \/>\n<meta property=\"og:description\" content=\"A conversation with Ambre Morley, Associate Director, Product Communications, Novo Nordisk Inc., about Novo Nordisk&#039;s Race With Insulin Campaign, which includes a branded Twitter account (@racewithinsulin). 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