{"id":6602,"date":"2011-07-14T20:48:00","date_gmt":"2011-07-14T20:48:00","guid":{"rendered":"http:\/\/www.pharma-mkting.com\/pfizer-so-us-your-social-media-playbook\/"},"modified":"2019-02-21T01:20:49","modified_gmt":"2019-02-21T01:20:49","slug":"pfizer-so-us-your-social-media-playbook","status":"publish","type":"post","link":"http:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/blog\/pfizer-so-us-your-social-media-playbook\/","title":{"rendered":"Pfizer, Show Us Your Social Media &#8220;Playbook&#8221;"},"content":{"rendered":"<div class=\"separator\" style=\"clear: both; text-align: center;\"><a href=\"http:\/\/2.bp.blogspot.com\/-ZHP1g6Q-d9I\/Th9Mjc9_QbI\/AAAAAAAADac\/DMp0jPoJogY\/s1600\/football_playbook.gif\" imageanchor=\"1\" style=\"clear: left; float: left; margin-bottom: 1em; margin-right: 1em;\"><img loading=\"lazy\" decoding=\"async\" border=\"0\" height=\"182\" src=\"http:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/wp-content\/uploads\/2011\/07\/football_playbook-2.gif\" width=\"191\" \/><\/a><\/div>\n<p>Yesterday, I caught an early New Jersey Transit train to Manhattan to attend BDI&#8217;s Social Communications &amp; Healthcare 2011 Case Studies &amp; Roundtables conference. I also moderated two roundtable discussions on Connecting with Healthcare Professionals.<\/p>\n<p>After the conference, I attended a Tweetup organized by Shwen Ghee (@shwen) at the Birreria (@birreria) rooftop beer garden. Unfortunately, they didn&#8217;t let Shwen up &#8212; something to do with &#8220;regulations.&#8221;<\/p>\n<p>Anyway, I enjoyed a couple of beers with Xavier Petit (@xpetit; Shire), Marc Monseau (@MDMonseau; formerly of J&amp;J), Robert Halper (@JNJVideo ; currently the YouTube guy at J&amp;J), I M Wolfman (@imwolfman), and Mark Bard (@digitalhealthco; formerly of Manhattan Research, now at Digital Health Coalition).<\/p>\n<p>Back to the BDI conference. A few presentations were of interest to me and I mentioned them in an on-site interview with Sarah McLellan &#8212; the <a href=\"http:\/\/theaussiewhoatethebigapple.tumblr.com\/\">Aussie that Ate the Big Apple<\/a>. See that that interview embedded below. If you haven&#8217;t been interviewed by Sarah, you&#8217;re missing a great treat!<\/p>\n<p><iframe loading=\"lazy\" frameborder=\"0\" height=\"225\" src=\"http:\/\/player.vimeo.com\/video\/26397252?title=0&amp;byline=0&amp;portrait=0\" width=\"400\"><\/iframe><br \/>\n<a href=\"http:\/\/vimeo.com\/26397252\">John Mack, Pharma Guy, at BDI1<\/a> from <a href=\"http:\/\/vimeo.com\/user1117348\">Zemoga<\/a> on <a href=\"http:\/\/vimeo.com\/\">Vimeo<\/a>.<\/p>\n<p>As in the past, Ray Kerins (@raykerins), Vice President of Worldwide Communications at Pfizer, made the&nbsp;Keynote presentation, in which he&nbsp;mentioned Pfizer&#8217;s &#8220;groundbreaking internal Social Media Playbook&#8221; that we&#8217;ve all been hearing about since last December or January. At that time, Kate Bird (@katebird; Digital Communications Professional for Pfizer), talked about the playbook at a BlogWell conference (see <a href=\"http:\/\/goodpromotionalpractices.com\/2011\/01\/25\/pfizers-simple-social-media-playbook\/\">here<\/a>). Bird explained what is in the Pfizer social playbook: definitions, resource repository, best practices specific to each channel, templates, samples and \u201cwatch-outs,\u201d links to all Pfizer channels, and examples of best and \u201cnext practices.\u201d<\/p>\n<p>I also hear that the playbook includes this flowchart (from the Canadian branch of Pfizer), which only a process wonk would find useful:<\/p>\n<div class=\"separator\" style=\"clear: both; text-align: center;\"><a href=\"http:\/\/3.bp.blogspot.com\/-8A3qPYNb2YU\/Th84AlL3FZI\/AAAAAAAADaU\/YipklbIRjj4\/s1600\/pfizer-guard-rails-chart.jpg\" imageanchor=\"1\" style=\"margin-left: 1em; margin-right: 1em;\"><img loading=\"lazy\" decoding=\"async\" border=\"0\" height=\"480\" src=\"http:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/wp-content\/uploads\/2011\/07\/pfizer-guard-rails-chart-2.jpg\" width=\"640\" \/><\/a><\/div>\n<p>\nI, of course, want to know if I can get a copy of this &#8220;groundbreaking&#8221; playbook. So I asked Kerins &nbsp;if there is anything in the playbook that can be made public or if I could get a copy of it. Kerins said: &#8220;NO!&#8221; and then he backpedaled a bit:<\/p>\n<p>&#8220;The playbook and social media policy are constantly evolving. We thought we had it finished last December, and then we realized we didn&#8217;t and we went back to update it. So, it&#8217;s constantly moving. While I don&#8217;t want to say it&#8217;s proprietary, I also don&#8217;t want to make too big of a deal about it because we call it common sense.&#8221;<\/p>\n<p>Then he trailed off about people helping people and said &#8220;you&#8217;re actually seeing it action.&#8221;<\/p>\n<p>Of course, I am not satisfied with that answer and I don&#8217;t see a lot of action in social media as far as Pfizer is concerned. Yeah, it has Twitter accounts and Facebook pages in practically every country. But where&#8217;s the social media &#8220;meat?&#8221; In fact, many of the social media sites attributed to Pfizer in the online Pharma Social Media Wiki (<a href=\"http:\/\/www.doseofdigital.com\/healthcare-pharma-social-media-wiki\/\">here<\/a>), such as &#8220;MS Voices,&#8221; &#8220;MS Champions,&#8221; and &#8220;Addressing Psoriasis&#8221; are no longer available. Others, such as the &#8220;Our Hemophilia Community&#8221; Facebook page are nothing more than drug.com websites for which the playbook has long been out of date. BTW, &#8220;Our Hemophilia Community&#8221; may soon have to shut down because of <a href=\"http:\/\/www.talk.pharma-mkting.com\/show139.htm\">Facebook&#8217;s new rules<\/a> that require accepting comments on walls &#8212; something that Pfizer does not allow (I guess that&#8217;s in the playbook &#8212; ie, don&#8217;t play with consumers by allowing them to post comments).<\/p>\n<p>Although several people tell me they have actually seen the playbook, no-one can actually give me a copy (citing client confidentiality). Some one sent me &#8220;Corporate Policy #407,&#8221; which was written in 2008 and covered &#8220;Corporate Blogging Policy.&#8221; It includes many &#8220;groundbreaking&#8221; rules such as &#8220;Adhere to all Pfizer policies,&#8221; &#8220;Adhere to all compliance related rules,&#8221; and &#8220;Do not use discriminatory, harassing, intimidating or offensive language as defined and discussed in Corporate Policy 303, Equal Opportunity.&#8221; Basically, it&#8217;s telling employees how to make personal posts on blogs. <\/p>\n<p>Corporate Policy #407&nbsp;cannot be what Kerins was talking about!&nbsp;It does not have anything to do with rules and best practices for official Pfizer social media projects.<\/p>\n<p>Hoping to get hold of the&nbsp;AUTHENTIC Pfizer Social Media Playbook (if it exists),&nbsp;I tweeted this message after the conference:<\/p>\n<div style=\"text-align: center;\"><b>&#8220;To any pfizer employee&#8230; Send me a copy of pfizer&#8217;s SM playbook &amp; you get Hawaiian shirt off my back!&#8221;<\/b><\/div>\n<p>\nNOTE: I may have received the precursor to the &#8220;playbook&#8221; from an anonymous source. See &#8220;<a href=\"http:\/\/pharma-mkting.com\/blog\/2011\/07\/is-this-pfizers-social-media-playbook.html\">Is This Pfizer&#8217;s Social Media &#8220;&#8216;Playbook?&#8217;<\/a>&#8220;<\/p>\n<div style=\"text-align: center;\">[This post originally appeared in <b><a href=\"http:\/\/pharma-mkting.com\/blog\/\">Pharma Marketing Blog<\/a><\/b>.&nbsp;<\/div>\n<div style=\"text-align: center;\">Make sure you are reading the <a href=\"http:\/\/pharma-mkting.com\/blog\/2011\/07\/pfizer-so-us-your-social-media-playbook.html\">source<\/a> to get the latest comments.]<\/div>\n","protected":false},"excerpt":{"rendered":"<p>Yesterday, I caught an early New Jersey Transit train to Manhattan to attend BDI&#8217;s Social Communications &amp; Healthcare 2011 Case Studies &amp; Roundtables conference. I also moderated two roundtable discussions on Connecting with Healthcare Professionals. After the conference, I attended a Tweetup organized by Shwen Ghee (@shwen) at the Birreria (@birreria) rooftop beer garden. Unfortunately, [&hellip;]<\/p>\n","protected":false},"author":2,"featured_media":10349,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[12],"tags":[770,108,773,167],"topic":[],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v22.0 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Pfizer, Show Us Your Social Media &quot;Playbook&quot; - 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\/pfizer-so-us-your-social-media-playbook\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Pfizer, Show Us Your Social Media &quot;Playbook&quot; - Pharma Marketing Network\" \/>\n<meta property=\"og:description\" content=\"Yesterday, I caught an early New Jersey Transit train to Manhattan to attend BDI&#8217;s Social Communications &amp; Healthcare 2011 Case Studies &amp; Roundtables conference. 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