Please login to the form below

Not currently logged in

Digital intelligence blog

Pharma insight on digital marketing, social media, mobile apps, online video, websites and interactive healthcare tools

AstraZeneca taps social media for employee wellness drive

Interactive ‘Shape Up’ website offers staff chance to track their health and fitness

AstraZeneca US has launched a wide-ranging wellness programme for its staff and is using social media to help them maintain their momentum.

The pharma company has set up 'Shape Up', an internal social media website that allows employees to track their own health and fitness progress and even challenge each other to complete health goals.

The programme's social media element fits into a wider trend to 'socialise' fitness through applications like RunKeeper and Map My Run and sites like Fitocracy. It's also the second fitness-related social media programme to come out of the healthcare industry in recent weeks, following GE Healthcare's cancer awareness campaign.

GE's Get Fit programme uses a variety of social media channels, including Twitter and Sina Weibo, to encourage healthier lifestyles but it is more aligned with commercial goals around cancer screening.

In AstraZeneca's case the wider Shape Up programme, which includes free health screening, wellness coaching and discounts for Weight Watchers, is designed to create a healthier workforce by focusing on prevention activities. To this end, its core areas are weight management, physical activity and emotional well-being.

31st August 2012

From: Marketing


Featured jobs

Subscribe to our email news alerts


Add my company

THE SCIENCE BEHIND CREATIVE RESULTS When science meets art there's chemistry. We simply add passion, positivity and a human warmth....

Latest intelligence

‘Less Is More: Making Patient-Centered Digital Communication a Reality’
Letizia Affinito writes on the Gower Publishing blog....
The Seven Cs Of Cross-Functional Brand Planning
As more and more organisations have moved to cross-functional and cross-regional involvement in the development of their strategic and operational brand plans, the result has been greater engagement and alignment,...
2015/16 Pharmaceutical Titles
Browse our latest interactive Pharmaceutical and Healthcare catalogue...