{"id":7021,"date":"2009-08-31T11:17:00","date_gmt":"2009-08-31T11:17:00","guid":{"rendered":"http:\/\/www.pharma-mkting.com\/full-boehringer-social-media-reporting\/"},"modified":"2019-02-21T01:22:44","modified_gmt":"2019-02-21T01:22:44","slug":"full-boehringer-social-media-reporting","status":"publish","type":"post","link":"http:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/blog\/full-boehringer-social-media-reporting\/","title":{"rendered":"Full BOEHR(inger) Social Media Reporting of RELY Trial Results"},"content":{"rendered":"<p>Boehringer Ingelheim (BI&#8217;s) &#8212; the German pharmaceutical company &#8212; has just completed the first-ever full bore social media campaign touting the results of its RE-LY\u00ae study &#8211; &#8220;the largest atrial fibrillation (AF) outcomes trial ever conducted.&#8221; The results of the study were presented for the first time at the European Society of Cardiology (ESC) Congress  yesterday. BI live-tweeted from the RELY press briefing and presentation in Barcelona.<\/p>\n<p>The Tweets included statements like:<\/p>\n<ul>\n<li>&#8220;RELY dabigatran had no liver toxicity&#8221; [Pradaxa\u00ae (dabigatran etexilate) is BI&#8217;s brand anti-coagulant drug that competes with generic warfarin]<\/li>\n<p><\/p>\n<li>&#8220;RE-LY results: Significance on primary endpoints and significantly lower bleeding&#8221;<\/li>\n<\/ul>\n<p>PharmaGossip also reported that the word &#8220;Impressive&#8221; was used in a BI Tweet to describe the results and asked &#8220;<a href=\"http:\/\/pharmagossip.blogspot.com\/2009\/08\/boehringers-twittering-at-esc-is-it.html\">Boehringer&#8217;s twittering at the ESC &#8211; is it being approved by their internal regulators?<\/a>&#8221; This morning, I cannot find the <a href=\"http:\/\/twitter.com\/Boehringer\">@Boehringer<\/a> Tweet PharmaGossip refers to &#8212; maybe BI deleted it &#8212; but the word &#8220;impressive&#8221; is used in the official <a href=\"http:\/\/www.boehringer.com\/corporate\/news\/press_releases\/detail.asp?ID=6755\">press release<\/a>. Therefore, I assume whatever is being posted on Twitter HAS been approved by BI&#8217;s regulatory\/legal people.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" src=\"http:\/\/twitpic.com\/show\/thumb\/fu58n.png\" alt=\"Demand is high to get into the RELY press briefing on Twitpic\" align=\"left\" height=\"150\" hspace=\"8\" width=\"150\" \/>BI also used Twitpic to show us that &#8220;Demand is high to get into the RELY press briefing&#8221; (see photo).<\/p>\n<p>Not only has BI used the free services of Twitter and Twitpic to promote the results of this clinical trial, it also uploaded new videos on its new new <a href=\"http:\/\/www.youtube.com\/strokeprevention#play\/favorites\">Boehringer Stroke Prevention YouTube channel<\/a>.<\/p>\n<p>On August 27, 2009 it uploaded the video entitled &#8220;<a href=\"http:\/\/www.youtube.com\/watch?v=Gvd9Z1Rv5Gc\">Day in the life of a Warfarin patient<\/a>,&#8221; which has an actor portraying a patient who complains about the problems he has with warfarin treatment.<\/p>\n<p>As promised, the YouTube channel is also &#8220;packed with RE-LY trial information.&#8221;<\/p>\n<p>That&#8217;s a lot of promotion for very little money!<\/p>\n<p>BI seems to be ahead of the pharma pack in using social media to woo journalists and physicians rather than the general public via Twitter and other social media. I discussed this strategy with Judith von Gordon, BI&#8217;s Head of External Communications, and John Pugh, BI&#8217;s Director of Corporate Communication\/External Communications, in a June, 2009 Pharma Marketing Talk podcast (see &#8220;<a href=\"http:\/\/www.talk.pharma-mkting.com\/show078.htm\">Boehringer Ingelheim Pharma on Twitter: Boehringer Ingelheim<\/a>&#8220;).<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Boehringer Ingelheim (BI&#8217;s) &#8212; the German pharmaceutical company &#8212; has just completed the first-ever full bore social media campaign touting the results of its RE-LY\u00ae study &#8211; &#8220;the largest atrial fibrillation (AF) outcomes trial ever conducted.&#8221; The results of the study were presented for the first time at the European Society of Cardiology (ESC) Congress [&hellip;]<\/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":[387,207,280,507,127],"topic":[],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v22.0 - 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