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Novartis takes breast cancer campaign to Pinterest

Expands ongoing digital awareness efforts for advanced breast cancer

Novartis Pinterest pharma cancer boardNovartis 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.

This has so far included the pan-European Here and Now project, a YouTube talk show and the dedicated Count Us, Know Us, Join Us online community.

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.

Article by
Dominic Tyer

29th August 2013

From: Marketing

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