{"id":6766,"date":"2010-09-07T18:42:00","date_gmt":"2010-09-07T18:42:00","guid":{"rendered":"http:\/\/www.pharma-mkting.com\/azhelps-is-this-good-model-for-pharma\/"},"modified":"2019-02-21T01:21:34","modified_gmt":"2019-02-21T01:21:34","slug":"azhelps-is-this-good-model-for-pharma","status":"publish","type":"post","link":"http:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/blog\/azhelps-is-this-good-model-for-pharma\/","title":{"rendered":"@AZHelps: Is This a Good Model for Pharma Use of Social Media?"},"content":{"rendered":"

Recently, @jilliantate<\/a> (Jullian Tate), Director, digital strategy, for Integrated Media Solutions in Los Angeles, and someone I follow on Twitter, tweeted this:<\/p>\n

“Wow. Great article on how @astrazeneca is using Twitter to monitor mentions of products, and respond. #socpharm #fdasm http:\/\/bit.ly\/crk3K8”<\/p>\n

Naturally, I had to have a look and see what all the fuss was about. In the blog post that @jillintate referred to, Bruce Grant was said to have pointed to AstraZeneca as “one company with a solid grasp of the social-media realm. The company has used its Twitter account to monitor any tweets about its products, so that it can respond to consumers directly.”<\/p>\n

The Twitter account Grant was undoubtedly referring to is @AZHelps<\/a> and NOT @Astrazenca (AZ has several Twitter accounts). Practically every tweet made by @AZHelps is similar to these:<\/p>\n

“@redban Saw your tweet about access to NEXIUM\u00ae (esomeprazole magnesium) AstraZeneca may be able to help. Call us @ 800-236-9933”<\/p>\n

and <\/p>\n

“@busterwilson Saw your tweet about access to or the cost of ZOMIG\u00ae (zolmitriptan) AstraZeneca may be able to help. Call us @ 800-236-9933”<\/p>\n

@AZHelps averages less than one tweet per month! The latest tweet — to @redban, a husband, father, grandfather, media personality, Sheriff’s Chaplain, motorcycle rider, and lover of Jesus! — was made on July 7, 2010. It was in response to this tweet made by @busterwilson on July 5:<\/p>\n

“Almost home. Pat drove most the way. Second day of the trip w\/extensive migraine! NO Zomig cause Obamacare made insur. Not wiiling 2pay4 it!”<\/p>\n

It seems to me that this is a very inefficient way for AZ to use social media resources. First of all, taking two days to respond to a tweet is an eternity in today’s social media world. I hardly remember what I was talking about 2 hours ago, let alone 2 days ago!<\/p>\n

It’s also interesting that @AZHelps suggests that @busterwilson call 800-236-9933 rather than visiting the AZandMe.com Web site, which is what was recommended to me when I called the number. <\/p>\n

I am not sure, however, that AZ can help people like @busterwilson. When I visit AZandMe.com, it informs me right up front “If you are an individual making $30,000 or less or a family of four making $60,000 or less you may qualify for an AZ&Me\u2122 Prescription Savings Program.” I doubt that a media personality and Sheriff’s Chaplain such as @busterwilson would qualify.<\/p>\n

Although the people answering that AZ number were very friendly and competent, I spent about 15 minutes on the phone before I got the information I needed. Wouldn’t it be much better for @AZHelps to refer people to the Web site rather than the 1-800 number? <\/p>\n

The only advantage I would see in calling the 1-800 number is the opportunity for AZ to have a real person to answer your questions. In this case, my experience with call center people was positive. <\/p>\n

Still, I don’t find this a very “Wow” use of social media. What do you think?<\/p>\n","protected":false},"excerpt":{"rendered":"

Recently, @jilliantate (Jullian Tate), Director, digital strategy, for Integrated Media Solutions in Los Angeles, and someone I follow on Twitter, tweeted this: “Wow. Great article on how @astrazeneca is using Twitter to monitor mentions of products, and respond. #socpharm #fdasm http:\/\/bit.ly\/crk3K8” Naturally, I had to have a look and see what all the fuss was […]<\/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":[12],"tags":[376,280,817],"topic":[],"acf":[],"yoast_head":"\n@AZHelps: Is This a Good Model for Pharma Use of Social Media? - 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\/azhelps-is-this-good-model-for-pharma\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"@AZHelps: Is This a Good Model for Pharma Use of Social Media? - Pharma Marketing Network\" \/>\n<meta property=\"og:description\" content=\"Recently, @jilliantate (Jullian Tate), Director, digital strategy, for Integrated Media Solutions in Los Angeles, and someone I follow on Twitter, tweeted this: “Wow. 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