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Boehringer Ingelheim to launch new pharma blog

The Future Just Happened builds on its Facebook 'content curation' deal with PSFK

Boehringer Ingelheim is preparing to join the ranks of pharmaceutical companies that blog “very soon”, according to its head of online communications John Pugh.

The company's forthcoming blog will be called The Future Just Happened and Pugh told PMLiVE he was looking to work with a range of guest bloggers, including patients.

This would differentiate it from established pharma blogs from companies like GSK (More Than Medicine), AstraZeneca (AZ Health Connections) and Lilly (Lilly Pad), which tend to confine themselves to featuring company employees.

Boehringer's new blog will build on the 'content curation' partnership of the same name it signed last year with PSFK. This sees the US aggregation company collect interesting stories for Boehringer's Facebook page about social media, innovation and “cutting edge news”, giving the pharma firm access to a regular stream of news and adds to its corporate positioning.

Billed as The Future Just Happened news desk, stories began appearing on Boehringer's Facebook page in December last year. The first of these covered an iPhone app that acts as a sobriety check by using the smartphone's camera to track users' eye movements.

Speaking at the SMI Social Media in the Pharmaceutical Industry conference in London last week Pugh said: “We feel that by opening up the channel, opening up the funnel if you like, we can widen the appeal of what we are.

“So we're changing from just Boehringer Ingelheim 'boring pharma company', just giving out its news, to become more of a news source.”

Boehringer is also working on a new pharma-themed Facebook game called Syrum, which it hopes to begin publically testing next month.

Explaining his plans for the game to PMLiVE, Pugh said he wants to use Syrum “to build a new communications channel and to enter into a dialogue with stakeholders”.

1st February 2012

From: Marketing

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