{"id":7066,"date":"2009-06-22T17:44:00","date_gmt":"2009-06-22T17:44:00","guid":{"rendered":"http:\/\/www.pharma-mkting.com\/novo-nordisk-selectively-copies-edits\/"},"modified":"2019-02-21T01:22:55","modified_gmt":"2019-02-21T01:22:55","slug":"novo-nordisk-selectively-copies-edits","status":"publish","type":"post","link":"http:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/blog\/novo-nordisk-selectively-copies-edits\/","title":{"rendered":"Novo Nordisk Selectively Copies &#038; Edits Kimball&#8217;s Tweets"},"content":{"rendered":"<p>Diabetes patient and racecar driver Charlie Kimball is sponsored by Novo Nordisk&#8217;s Levemir insulin injection. I&#8217;ve written about the <a href=\"http:\/\/twitter.com\/racewithinsulin\">Race with Insulin Twitter account<\/a>, which supposedly features tweets made by Charlie, in previous posts to this blog (see &#8220;<a href=\"http:\/\/pharma-mkting.com\/blog\/2009\/06\/novo-nordisks-branded-levemir-tweet-is.html\">Novo Nordisk&#8217;s Branded (Levemir) Tweet is Sleazy Twitter Spam!<\/a>&#8221; and &#8220;<a href=\"http:\/\/pharma-mkting.com\/blog\/2009\/06\/pharma-marketers-should-stop-blaming.html\">Pharma Marketers Should Stop Blaming the FDA for Their Dysfunctional Social Media Marketing Efforts<\/a>&#8220;).<\/p>\n<p>In response to a post I made about a branded Levemir tweet made by Charlie via his Race with Insulin account, I received this email message from a personal friend of Charlie&#8217;s: &#8220;I happen to know Charlie &#8230; I think he is a good guy and hate to see him hurt by this incident. I wonder if someone at Novo is adding in the marketing messages &#8230; Charlie made a mistake by letting it go out.&#8221;<\/p>\n<p>That made me think that perhaps all the Tweets on Race with Insulin were written by Novo Nordisk or their agents. So, I did some research and found out that Charlie has another Twitter account (<a href=\"http:\/\/twitter.com\/charliekimball\">@charliekimball<\/a>).<\/p>\n<p>When you compare <a href=\"http:\/\/twitter.com\/charliekimball\">@charliekimball<\/a> to <a href=\"http:\/\/twitter.com\/racewithinsulin\">@racewithinsulin<\/a>, you discover a strange parallel universe.<\/p>\n<ul>\n<li>@charliekimball has 163 followers (I am one) and follows 31 people <\/li>\n<li>@racewithinsulin has 169 followers and follows 0 people <\/li>\n<\/ul>\n<p>This tells me that the latter account is at best a mirror of the first. In fact, you&#8217;ll find an almost one-to-one mapping of Tweets between the two. But there are slight differences. Here are some examples:<\/p>\n<p>@charliekimball: &#8220;Finished 7th. Made contact with Pippa Mann halfway through after she was a lap or two off the lead. Happy with the result and the points!&#8221;<\/p>\n<p>Becomes:<\/p>\n<p>@racewithinsulin: &#8220;Finished 7th. Very pleased with the result. It was great racing under the lights! Headed back home to California tomorrow.&#8221;<\/p>\n<p>&#8212;&#8212;-<\/p>\n<p>@charliekimball: &#8220;Getting ready for qualifying. Still really warm and sunny.&#8221; and &#8220;Qualified 8th. Was a good job for my first time here. Racing at dusk tonight-8CST. 115 lap race- watch it live at http:\/\/bit.ly\/tU67v&#8221;<\/p>\n<p>Becomes:<\/p>\n<p>@racewithinsulin: &#8220;Qualified 8th. Solid effort for my first time here. It will be a long fun 115 lap race tonight at 8CST.&#8221;<\/p>\n<p>A few of the @charliekimball tweets never make it over to @racewithinsulin.<\/p>\n<p>These include: &#8220;In Denver airport on my way home. No one has ABC and the race on. It&#8217;s all golf! Bleh.&#8221; and &#8220;Just had a great mountain bike ride. 1 hr. 40mins. 20 miles. 1850 feet ascended. Lots of fun!&#8221;<\/p>\n<p>More importantly, some tweets made @racewithinsulin never appeared @charliekmball. The most famous one being the branded Levemir ad: &#8220;Headed for Iowa Speedway. Just took Levemir\u00ae. For Levemir\u00ae (insulin detemir [rDNA origin] injection) prescribing info: http:\/\/is.gd\/15uIl&#8221;<\/p>\n<p>That was posted 1:54 PM Jun 18th. A few minutes earlier, at 12:47 PM Jun 18th @charliekimball posted &#8220;At LAX headed for Iowa. Ready for the race weekend.&#8221; No mention of Levemir.<\/p>\n<p>It appears that someone is selecting a sample of Charlie&#8217;s authentic tweets made @charliekimball, editing them, and adding branded messages to them when necessary.<\/p>\n<p>Is this any way for a pharma brand to carry on an authentic conversation?<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Diabetes patient and racecar driver Charlie Kimball is sponsored by Novo Nordisk&#8217;s Levemir insulin injection. I&#8217;ve written about the Race with Insulin Twitter account, which supposedly features tweets made by Charlie, in previous posts to this blog (see &#8220;Novo Nordisk&#8217;s Branded (Levemir) Tweet is Sleazy Twitter Spam!&#8221; and &#8220;Pharma Marketers Should Stop Blaming the FDA [&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":[592,626,539,207],"topic":[],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v22.0 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Novo Nordisk Selectively Copies &amp; Edits Kimball&#039;s Tweets - 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\/novo-nordisk-selectively-copies-edits\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Novo Nordisk Selectively Copies &amp; Edits Kimball&#039;s Tweets - Pharma Marketing Network\" \/>\n<meta property=\"og:description\" content=\"Diabetes patient and racecar driver Charlie Kimball is sponsored by Novo Nordisk&#8217;s Levemir insulin injection. I&#8217;ve written about the Race with Insulin Twitter account, which supposedly features tweets made by Charlie, in previous posts to this blog (see &#8220;Novo Nordisk&#8217;s Branded (Levemir) Tweet is Sleazy Twitter Spam!&#8221; and &#8220;Pharma Marketers Should Stop Blaming the FDA [&hellip;]\" \/>\n<meta property=\"og:url\" content=\"http:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/blog\/novo-nordisk-selectively-copies-edits\/\" \/>\n<meta property=\"og:site_name\" content=\"Pharma Marketing Network\" \/>\n<meta property=\"article:published_time\" content=\"2009-06-22T17:44:00+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2019-02-21T01:22:55+00:00\" \/>\n<meta property=\"og:image\" content=\"http:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/wp-content\/uploads\/2019\/03\/pmn-logo-intro-post-1.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"744\" \/>\n\t<meta property=\"og:image:height\" content=\"419\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Pharma Guy\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Pharma Guy\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"3 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"WebPage\",\"@id\":\"http:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/blog\/novo-nordisk-selectively-copies-edits\/\",\"url\":\"http:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/blog\/novo-nordisk-selectively-copies-edits\/\",\"name\":\"Novo Nordisk Selectively Copies & Edits Kimball's Tweets - Pharma Marketing Network\",\"isPartOf\":{\"@id\":\"http:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/#website\"},\"datePublished\":\"2009-06-22T17:44:00+00:00\",\"dateModified\":\"2019-02-21T01:22:55+00:00\",\"author\":{\"@id\":\"http:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/#\/schema\/person\/763fc249c59c91ce203db612d81a75a1\"},\"breadcrumb\":{\"@id\":\"http:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/blog\/novo-nordisk-selectively-copies-edits\/#breadcrumb\"},\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"http:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/blog\/novo-nordisk-selectively-copies-edits\/\"]}]},{\"@type\":\"BreadcrumbList\",\"@id\":\"http:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/blog\/novo-nordisk-selectively-copies-edits\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"http:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"Novo Nordisk Selectively Copies &#038; 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