Pharma insight on digital marketing, social media, mobile apps, online video, websites and interactive healthcare tools
by Dominic Tyer
Novartis has expanded its use of Pinterest, launching a new campaign on the social network to raise awareness of advanced breast cancer.
The pharma company's new Count Us board carries forward its ongoing work to raise the profile of the disease.
Many of these resources are brought together on the Count Us Pinterest board which, like the multiple sclerosis-focused corporate Pinterest channel Novartis launched in May, operates under clear guidelines.
These set out rules to cover the pharma company's own compliance responsibilities and some general Pinterest and social media good practice guidelines.
Novartis' pharmaceutical interest in the area includes the drug Afinitor (everolimus), which was this week turned down for NHS use in England and Wales.
Pharma's use of Pinterest has been gaining momentum over the last 18 months, with companies such as Bayer, Boehringer, Novo Nordisk and GE Healthcare setting up online pin boards on the site.
The channel's visual medium presents some challenges to companies in terms of how to attractively present information. But the number of pharma infographics shows firms are trying to adapt, no doubt with one eye firmly on a Pinterest's user base of more than 70 million.