Melissa Katz and Michael Parks from Centocor talked with a few of us and John Mack (thanks to JM) about their new blog:CNTO411 . It follows in the footsteps of very few, most notably Marc Monseau at J&J. That means they are still on the leading edge. Injecting social media into the communications practices (forget about the marketing side) remains a huge challenge throughout the industry. I remain convinced that a few fearless folks like Melissa and Michael are the key to introducing change. I mean not only do they likely have legal and their internal stakeholders nervously watching but they will inevitably be a lightening rod for the social media purists who will analyze their every move and comment vociferously.
Why now?
Melissa referred to their experience launching the film InnerStates and hearing a little bit of noise from John Mack about inviting him and other bloggers. This and other experiences convinced them there was a valuable collection of conversations and influencers and it was time to jump in.
The name?
CNTO411 - that's how they mark product launches - "CNTO". The 411 is "information."
What do they want to achieve?
The site is a corporate site. They may talk about products but it's not the core intent. They do not plan on using it as a marketing site at all. It should be a discussion about disease and conditions. Melissa will be the primary blogger (this is her primary job). They may have guest bloggers.
What might success look like?
Having a pretty fluid conversation going, gaining credibility in the blogosphere. They really want to walk-the-walk of social media.
Summary
It sounds like they are using this as a first step to get experience with social media within the organization. I asked Melissa whether the blog was a conscious attempt to give others within the organization some feel for social media - to gain confidence and understanding. The answer was simple - "absolutely"
Neither Michael nor Melissa were very specific about the audiences they are trying to reach or how the blog will focus on topics. Sounds about right for a pharma. I love their openness about where this might go. Seemingly little efforts like this (I know it was probably a big lift to sell-in) will go a long way to introducing innovation in the pharmas not just communicate but behave.
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