{"id":5851,"date":"2015-09-02T11:56:00","date_gmt":"2015-09-02T11:56:00","guid":{"rendered":"http:\/\/www.pharma-mkting.com\/will-real-nexium-facebook-page-please\/"},"modified":"2019-02-21T01:15:31","modified_gmt":"2019-02-21T01:15:31","slug":"will-real-nexium-facebook-page-please","status":"publish","type":"post","link":"http:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/blog\/will-real-nexium-facebook-page-please\/","title":{"rendered":"Will the REAL Nexium Facebook Page Please Stand Up?"},"content":{"rendered":"
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My friend Zoe Dunn (@zdunnhealth), a digital marketing consultant to the pharma industry, wrote a piece in MM&M titled \u201cIs It Finally Time for Pharma to Change the Way It Uses Facebook?\u201d (see here<\/a>).<\/p>\n

In that article, Zoe chides the pharma industry for not engaging and supporting users of their Rx drugs via Facebook.<\/p>\n

\u201cPharma has hidden behind the ability to turn commenting off on Facebook pages,\u201d Zoe notes, \u201callowing marketers to use the channel much as they would a typical web page.\u201d<\/p>\n

A good example of how an Rx brand should use Facebook, according to Zoe, is the Nexium FB page. \u201cLook at what the team behind acid-reflux medication Nexium has done, for example. The brand has had an ‘open’ branded Facebook page from the very moment the page launched late last year.\u201d<\/p>\n

Unfortunately, the article did not include a link to the Nexium Facebook page she was talking about. I had to fend for myself and do a search on Facebook. Guess what I found.<\/p>\n

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My search immediately lead to the Nexium24HR<\/b> page<\/a> (see image below). Nexium 24HR is the OTC version of Rx Nexium. The FB page responds to several consumer complaints about not being able to access the advertised coupon or about how lousy the packaging is. There’s a lot of negativity here but not of the side effects kind of negativity. Which may be tolerable and OK for an OTC brand, but not so much for an Rx brand.<\/p>\n

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Click on image for an enlarged view.<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n

The next search result brought me to the \u201cunofficial\u201d OTC Nexium<\/b> FB page<\/a> (see image below), which seems to be run by the Nexium ad agency because of all the positive and \u201coff-label\u201d comments such as \u201c’I take nexium to help my Barretts. Trying to not have it turn to cancer\u201d and links to the official Nexium website and to studies disparaging the competition. Although the page claims it is \u201cin no way … associated with ‘Nexium’ or its manufacturer,\u201d I find this to be in the \u201cI am not a crook\u201d category of disclaimers.<\/p>\n\n\n\n\n
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Click on image for an enlarged view.<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n

Finally, Zoe pointed me to the official Rx Nexium<\/b> page<\/a> (see image below), which is what Zoe was talking about. My bad.<\/p>\n

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Click on image for an enlarged view.<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n

It’s interesting to note how the Nexium Rx people handle comments from visitors such as this one from Jane Bell Dement:<\/p>\n

\u201cI hesitate to ask, but is there a generic for Nexium?\u201d<\/p>\n

Like Donald Trump or Hilary Clinton, AZ really didn’t answer the question, although it addressed Ms Dement by her first name (the first rule of \u201cengagement\u201d):<\/p>\n

\u201cHi, Jane. Your branded prescription NEXIUM has been here for over 12 years. And even as generics become available, we\u2019re going to continue to be here for you. We\u2019re also offering our best savings ever, which may help you save. Our downloadable Savings Card (http:\/\/bit.ly\/1ctg9Zk) allows most eligible patients to get prescription NEXIUM for $15\/month or $30 for a 90-day supply. Eligibility restrictions do apply.\u201d<\/p>\n

Jeez! ABC – Always Be Closing!<\/p>\n","protected":false},"excerpt":{"rendered":"

My friend Zoe Dunn (@zdunnhealth), a digital marketing consultant to the pharma industry, wrote a piece in MM&M titled \u201cIs It Finally Time for Pharma to Change the Way It Uses Facebook?\u201d (see here). 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