{"id":7067,"date":"2009-06-22T11:08:00","date_gmt":"2009-06-22T11:08:00","guid":{"rendered":"http:\/\/www.pharma-mkting.com\/nasonex-bee-may-usher-in-whole-new-way\/"},"modified":"2019-02-21T01:22:55","modified_gmt":"2019-02-21T01:22:55","slug":"nasonex-bee-may-usher-in-whole-new-way","status":"publish","type":"post","link":"http:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/blog\/nasonex-bee-may-usher-in-whole-new-way\/","title":{"rendered":"Nasonex Bee May Usher In a Whole New Way to do FDA-friendly Pharma Tweets"},"content":{"rendered":"

\"\"<\/a>Diabetes patient\/racecar driver Charlie Kimball — or his Novo Nordisk marketing handler(s) — made the first ever pharma drug branded Tweet, which was offered up as a “model” for others to follow. I disagree (see “Novo Nordisk’s Branded (Levemir) Tweet is Sleazy Twitter Spam!<\/a>“).<\/p>\n

Whether or not Kimball’s Tweet was “sleazy,” “spam,” “uninspiring,” or something else, it will surely be followed by others. Hopefully, these others will learn from Novo Nordisk’s experience.<\/p>\n

However, there are other ways that pharmaceutical companies can leverage their brands’ assets via Twitter. Rumor has it, for example, that the Nasonex bee character will start Tweeting like a little bird! <\/p>\n

The beloved bee — whose voiceover is said to be provided by actor Antonio Banderas — is arguably the longest-lived drug brandname character\/icon. Viewers of TV commercials such as the one below instantly associate the bee with Nasonex in focus groups.<\/p>\n

If the bee rumor is true, it would represent a unique way of marketing Rx drugs via Twitter.<\/p>\n

Instead of using real world highly-paid celebrities or patient advocates, who may stray from the script (see Andy Behrman, Now an Anti-BMS Spokesperson, Says “Ask Your Doctor If Abilify is Wrong for You”<\/a>), using a drug icon like the bee avoids all this. Plus, there is no need to mention the drug name in Tweets made by the bee’s agents (obviously, the mental link between the bee and the drug name is very strong).<\/p>\n

Here are few of the topics that the Nasonex bee will Tweet about:<\/p>\n