Please login to the form below

Not currently logged in
Email:
Password:

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

Share

Featured jobs

Subscribe to our email news alerts

PMHub

Add my company
Blue Latitude Health

Blue Latitude Health is a creative marketing consultancy. Founded in 2003, our combination of heritage, approach and capability gives us...

Latest intelligence

50 questions for delivering an exceptional healthcare brand experience
Our 50-question brand planning checklist for healthcare ensures you deliver an exceptional experience, based on what your stakeholders want and need...
The brand strategy revolution
Introducing a new tool for developing a stakeholder-centric brand, based on the experience your patients and their HCPs want and need....
How Medisafe is using AI to improve patient adherence
Dina Patel speaks to Omri Shor, Co-Founder and CEO of Medisafe, to find out how his medication management app is tackling the problem of poor adherence....

Infographics