Pharma insight on digital marketing, social media, mobile apps, online video, websites and interactive healthcare tools
by Dominic Tyer
Four years after making its debut on Twitter Pfizer has taken control of its brand on the social network and started using the @pfizer account.
The company, currently the world's largest pharmaceutical firm, was too late to claim an account in its own name when it first joined Twitter and was forced to settle for using @pfizer_news.
Pfizer confirmed yesterday it has now “acquired” its brand name account, but at the time of writing has yet to respond to questions about how this came about - whether by buying the name from its previous holder, appealing to Twitter or some other route.
In a statement the company said: “The @pfizer handle wasn't available when Pfizer first joined Twitter in 2009. We didn't want to delay our entry into social media, so we decided to choose an alternate handle for our launch: @pfizer_news.
“Many of you already write @pfizer in your mentions and messages (even before we had the name), so it feels right to swap in @pfizer to replace @pfizer_news as the new name of our primary feed.”
Pfizer said its content won't be change but “our Twitter handle will just more accurately reflect the scope of what we're sharing”.
The company's long-term plan is for the @pfizer_news account to remain active, but be relaunched as a 'streamlined feed' that will only feature the company's press releases.
Meanwhile Pfizer said @pfizer will have a wider remit than the news account, covering topics such as public policy, though to date there is little difference between the two.