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

How is pharma using Vine?

Companies begin experimenting with Twitter's six-second video app
Vine for blog

Boehringer Ingelheim, Abbott and AstraZeneca are among the first pharmaceutical companies to start experimenting with Vine.

Launched at the beginning of this year, Twitter's new app allows users to record six-second videos that play in a continuous loop, often creating a curiously hypnotic effect.

As with Twitter's own character limit, Vine too force users towards brevity, but its time constraint is mitigated by the ease with which shots can be cut together.

A number of mainstream brands have been using the video service, among them Next, Doritos and General Electric, and pharma too has been exploring the service.

The industry's use of Vine is still at an early experimental stage, with videos so far looking covering disease awareness, prescription medicine assistance and events.


Boehringer, whose UK and Ireland operations have also joined Vine, takes a fairly standard disease awareness route, though details of where to go for further information would be useful.


There's a pretty low-tech feel to this Vine post from AstraZeneca US, but the company certainly makes the website address for its prescription medicine assistance programme clear.

It also ties the video in to its #RxSave Twitter hashtag (which it used back in 2011 for the first pharma tweet-chat).


Finally there's a more conventional product video above from Abbott for its Kidz Zone Perfect nutrition bars.

So, what might be pharma's next steps from here? Companies could check out how consumer brands are using the technology, produce versions of their YouTube content or raise their profile by having some fun.

27th June 2013

From: Marketing

Share

Tags

Featured jobs

Subscribe to our email news alerts

PMHub

Add my company
DDB Remedy

Sixty years ago Bill Bernbach, Ned Doyle and Maxwell Dane gave the advertising industry a wake-up call.They introduced a new...

Latest intelligence

Easier access to medicines in the UK?
Cutting through the NICE value-based assessment consultation to find out what’s at stake...
Exploring MINT: Part 3 - Nigeria
In the third of a series of posts focusing on each of the ‘MINT’ markets, I take an in-depth look at the opportunities and challenges for pharma in Nigeria....
BL_Where_Now_20140721_CoverImage.jpg
3 Steps to Navigating Multichannel in Healthcare
You know about multichannel, but... where now? Download the 3 Steps to Navigating Multichannel in Healthcare ebook to learn what you should do next when planning your multichannel campaign....