digital art science

Sorry for the secrecy, but I’m still under confidentiality agreements with this company and can’t reveal it openly or in too great a detail.

The work completed with and for this Australian pharmaceutical was broad ranging and extensive. Very varied audiences, numerous objectives and often incredibly complex subject matter. The project enabled me to learn, not only about science and the pharmaceutical industry, but how to engage with patients, investors, and other ‘stakeholders’, online and through social and new media channels. I present it here as an overall project that touches briefly on some of the elements introduced and used. The actual implementation was much more nuanced, involved and complex in terms of objectives, execution and analysis. If you would like more detail or insight on the project feel free to contact me. I love speaking about this stuff.

The brief; Launch *undisclosed* into the social web and web 2.0. Providing a dynamic and flexible base from which to talk to their numerous audiences

The response; A 360 degree strategy executed over 12 months (and continuing still), instigating change and  influencing all areas of the business

• Build of the corporate website to encompass and promote a more holistic understanding of the company and science. SEO friendly, open-source and dynamic. The new site saw a significant increase in traffic and much increased time on site from visitors. Analytics and brand monitoring has confirmed a more educated, informed and excited audience
• Blog. Pharmaceutical development is a complex and impenetrable industry. By humanising the language and exploring and discussing contemporary topics and concepts a variety of audiences, from shareholders to analysts, patients, researchers and regulatory bodies were able to receive news and views from within the company other than official stock exchange and press announcements
• Create and nurture patient communities and engage with the individuals the company seeks to treat. Facebook activity was implemented, providing insight and contact with rare patient groups. Through genuine and open communication the group grew to contain a substantial percentage of the global patient population. Community projects were run that stemmed from insights gained from the community themselves. All involved gained value and the companies Facebook activity created a halo effect ensuring engagement and contact from an even larger percentage of patients
• Twitter. Promote content and interact with the various audiences through the microblogging platform. Live-Tweeting the AGM served to keep the global audience of shareholders informed of developments and was an Australian first (in November 2009)
• Adopt Twitter internally to improve communication and sharing between geographically distant offices and employees
• New media, video and audio content. Numerous video and audio productions explored a variety of topics, from patient stories to explaining scientific and corporate projects and objectives.
• Branding. A few months ago the company launched the brand name for their drug. Communications and collateral were developed to support this launch and ensure it has an established base for communications and marketing if/when approved by global regulators
• SEM experimentation for content promotion and attainment of thought-leadership status in the field
• Constant social engagement, analysis of conversations for insight and a drive to deliver relief, benefit and value to the audience

This company is now quite simply the loudest pharmaceutical in the world and is on the cutting edge of many technologies and platforms within the social web, perfectly placed to make real impact should their sole drug product gain approval from international regulators.