{"id":6147,"date":"2013-08-31T15:25:00","date_gmt":"2013-08-31T15:25:00","guid":{"rendered":"http:\/\/www.pharma-mkting.com\/janssen-engages-hiv-community-on-tumblr\/"},"modified":"2019-02-21T01:17:13","modified_gmt":"2019-02-21T01:17:13","slug":"janssen-engages-hiv-community-on-tumblr","status":"publish","type":"post","link":"http:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/blog\/janssen-engages-hiv-community-on-tumblr\/","title":{"rendered":"Janssen Engages HIV Community on Tumblr: Build It and They Will Come?"},"content":{"rendered":"<p>A few months ago, I engaged Peter Houston (@Flipping_Pages) in a discussion about whether or not pharma &#8220;should&#8221; do Tumblr, a social media site that allows users to post text, photos, quotes, links, music, and videos from browsers, phones, via email or wherever (see &#8220;<a href=\"http:\/\/pharma-mkting.com\/blog\/2013\/05\/should-pharma-do-tumblr.html\">Should Pharma Do Tumblr?<\/a>&#8220;).<\/p>\n<p>Here&#8217;s some comments from Houton regarding Tumblr&#8217;s youthful user base, which I thought was inappropriate for pharma:<\/p>\n<table border=\"0\" cellpadding=\"0\" cellspacing=\"6\" id=\"textEdit\" style=\"background-color: #e9e1c9; border-color: #d0c68c; border-style: solid; border-width: 1px; display: table; margin-bottom: 10px; padding: 2px; width: 65%px;\" styleclass=\" style_BlockMargin style_EventBG1 style_Event1Border\">\n<tbody>\n<tr>\n<td align=\"left\" colspan=\"2\" height=\"18\" style=\"color: #ad4a18; font-family: 'Trebuchet MS', Verdana, Helvetica, sans-serif; font-size: 16pt; text-align: left;\" styleclass=\" style_Event1Title\">Could Pharma Use Tumblr and Survive?<\/td>\n<\/tr>\n<tr>\n<td colspan=\"2\" height=\"1\" style=\"background-color: #d3cf96;\" styleclass=\" style_Event1TitleUline\"><\/td>\n<\/tr>\n<tr>\n<td style=\"color: black; font-family: Verdana, Geneva, Arial, Helvetica, sans-serif; font-size: 10pt; text-align: left;\" styleclass=\" style_Event1Text\" valign=\"top\" width=\"100%\">\n<div style=\"color: black; font-family: Verdana, Geneva, Arial, Helvetica, sans-serif; font-size: 10pt;\">\n<img loading=\"lazy\" decoding=\"async\" align=\"left\" alt=\"Peter Houston\" border=\"0\" src=\"http:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/wp-content\/uploads\/2019\/02\/PeterHouston_100x125.jpg\" height=\"125\" hspace=\"8\" width=\"100\" \/><br \/>\nIn this 3-minute audio snippet, <b>Peter Houston<\/b>, founder of Flipping Pages Media Ltd, discusses the pros and cons of Tumblr and whether it is possible for pharma marketers to get involved with Tumblr. Is it too Early? <\/p>\n<p>Your browser does not support the audio element. Upgrade your browser to one that does<\/p>\n<p>&#8220;I&#8217;m not suggesting that anyone switch their social media budget to Tumblr today on the strength of Yahoo&#8217;s involvement,&#8221; said Houston. &#8220;But it&#8217;s worth keeping an eye on what Yahoo does and how the Tumblr audience responds. If they get the content marketing part of the play right and the user base keeps active, Tumblr might just make it into your social media marketing plan.&#8221;<\/p>\n<p>Other resources:<br \/>\n<\/p>\n<ul>\n<li><a href=\"http:\/\/pharma-mkting.com\/blog\/2013\/05\/should-pharma-do-tumblr.html\">Should Pharma Do Tumblr?<\/a> &#8211; Pharma Marketing Blog post<\/li>\n<li><a href=\"http:\/\/blog.pharmexec.com\/2013\/05\/22\/could-pharma-do-tumblr\/\">Could Pharma Do Tumblr?<\/a><br \/>\n &#8211; PharmExecBlog<\/li>\n<\/ul>\n<\/div>\n<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<p><\/p>\n<p><a name='more'><\/a><br \/>\nBut the youthful user base and &#8220;social looseness&#8221; of Tumblr is the right demographic for reaching patients of a certain sort &#8212; e.g., those who are HIV-positive. That may be why Janssen Therapeutics, a division of Johnson and Johnson, which markets PREZISTA to treat HIV infection, has created the &#8220;Positively Together&#8221; Tumblr site. It&#8217;s an &#8220;Online Community For Those Living With HIV.&#8221;<\/p>\n<div class=\"separator\" style=\"clear: both; text-align: center;\">\n<a href=\"http:\/\/3.bp.blogspot.com\/-aGMNDYeM8Jo\/UiICBtlY73I\/AAAAAAAAGKk\/LrD6fDpRIlE\/s1600\/PositivelyTogetherScreen.jpg\" imageanchor=\"1\" style=\"margin-left: 1em; margin-right: 1em;\"><img loading=\"lazy\" decoding=\"async\" border=\"0\" src=\"http:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/wp-content\/uploads\/2013\/08\/PositivelyTogetherScreen.jpg\" height=\"296\" width=\"320\" \/><\/a><\/div>\n<div style=\"text-align: center;\">\n(click on image for an enlarged view)<\/div>\n<p>\nJanssen Therapeutics has &#8220;partnered with WEGO Health&#8221; to contribute to the Positively Together community; see <a href=\"http:\/\/positivelytogether.tumblr.com\/post\/46438810127\/kamaria-laffrey-janssen-therapeutics-has\">this page<\/a> contributed by Kamaria Laffrey, a member of The Positively Together Team. According to her <a href=\"http:\/\/www.blogger.com\/www.linkedin.com\/pub\/kamaria-laffrey\/15\/72a\/230\">LinkedIn profile<\/a>, Kamaria Laffrey is a HIV\/AIDS consultant specializing in teens and college students empowerment and sexual responsibility with a focus on women and young girls.<\/p>\n<p>This may be the FIRST use of Tumblr by a major pharmaceutical company.<\/p>\n<p>There may be many good reasons for pharma to use Tumblr aside form the fact that it is FREE and may be perfect for your demographic (see <a href=\"http:\/\/isageeks.com\/socialmedia\/10-reasons-tumblr-blog\/\">here<\/a>). But whatever the advantages, there remains one disadvantage: you must have sufficient resources to handle comments.<\/p>\n<p>Janssen encourages visitors to &#8220;Share Your Story.&#8221; But first, you have to be &#8220;18 years or older and a legal resident of the United States.&#8221; Just check the box to agree &#8212; no one will be the wiser if you are really a &#8220;tween&#8221; from Taiwan.<\/p>\n<p>You also must accept the &#8220;Terms of Submission,&#8221; which include granting Janssen &#8220;a non-exclusive, worldwide, royalty-free, sublicensable, transferable right and license to use, host, store, cache, reproduce, publish, display (publicly or otherwise), perform (publicly or otherwise), distribute, transmit, modify, adapt (including, without limitation, in order to conform it to the requirements of any networks, devices, services, or media through which the Services are available), and create derivative works of the Content.&#8221;<\/p>\n<p>Finally, there are the guidelines for submission:<\/p>\n<div class=\"separator\" style=\"clear: both; text-align: center;\">\n<a href=\"http:\/\/3.bp.blogspot.com\/-ka9Yadh9jmw\/UiIJAvEAooI\/AAAAAAAAGK0\/JeicekXTqMs\/s1600\/PositivelyTogetherGuidelines.jpg\" imageanchor=\"1\" style=\"margin-left: 1em; margin-right: 1em;\"><img loading=\"lazy\" decoding=\"async\" border=\"0\" src=\"http:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/wp-content\/uploads\/2013\/08\/PositivelyTogetherGuidelines.jpg\" height=\"640\" width=\"404\" \/><\/a><\/div>\n<div class=\"separator\" style=\"clear: both; text-align: center;\">\n(click on image for an enlarged view)<\/div>\n<div class=\"separator\" style=\"clear: both; text-align: left;\">\n<\/div>\n<div class=\"separator\" style=\"clear: both; text-align: left;\">\nSubmissions that follow these guidelines &#8220;will be posted within 1-5 business days.&#8221; I haven&#8217;t test this promise, but hope others will. As soon as they learn about this site, that is! I searched Janssen and WEGO Health and Google for any mention of the site. Nada! Oh well. &#8220;Build It and They Shall Come,&#8221; I suppose.<\/div>\n","protected":false},"excerpt":{"rendered":"<p>A few months ago, I engaged Peter Houston (@Flipping_Pages) in a discussion about whether or not pharma &#8220;should&#8221; do Tumblr, a social media site that allows users to post text, photos, quotes, links, music, and videos from browsers, phones, via email or wherever (see &#8220;Should Pharma Do Tumblr?&#8220;). Here&#8217;s some comments from Houton regarding Tumblr&#8217;s [&hellip;]<\/p>\n","protected":false},"author":2,"featured_media":11292,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[12],"tags":[475,125,307,167,549],"topic":[],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v22.0 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Janssen Engages HIV Community on Tumblr: Build It and They Will Come? - 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\/blog\/janssen-engages-hiv-community-on-tumblr\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Janssen Engages HIV Community on Tumblr: Build It and They Will Come? - Pharma Marketing Network\" \/>\n<meta property=\"og:description\" content=\"A few months ago, I engaged Peter Houston (@Flipping_Pages) in a discussion about whether or not pharma &#8220;should&#8221; do Tumblr, a social media site that allows users to post text, photos, quotes, links, music, and videos from browsers, phones, via email or wherever (see &#8220;Should Pharma Do Tumblr?&#8220;). 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