Janssen Engages HIV Community on Tumblr: Build It and They Will Come?

A few months ago, I engaged Peter Houston (@Flipping_Pages) in a discussion about whether or not pharma "should" do Tumblr, a social media site that allows users to post text, photos, quotes, links, music, and videos from browsers, phones, via email or wherever (see "Should Pharma Do Tumblr?"). Here's some comments from Houton regarding Tumblr's youthful user base, which I thought was inappropriate for pharma: Could Pharma Use Tumblr and Survive? In this 3-minute audio snippet, Peter Houston, founder of Flipping Pages Media Ltd, discusses the pros and cons of Tumblr and whether it is possible for pharma marketers to get involved with Tumblr. Is it too Early? Your browser does not support the audio element. Upgrade your browser to one that does "I'm not suggesting that anyone switch their social media budget to Tumblr today on the strength of Yahoo's involvement," said Houston. "But it's worth keeping an eye on what Yahoo does and how the Tumblr audience responds. If they get the content marketing part of the play right and the user base keeps active, Tumblr might just make it into your social media marketing plan."Other resources: Should Pharma Do Tumblr? - Pharma Marketing Blog postCould Pharma Do Tumblr? - PharmExecBlog But the youthful user base and "social looseness" of Tumblr is the right demographic for reaching patients of a certain sort -- e.g., those who are HIV-positive. That may be why Janssen Therapeu...
Source: Pharma Marketing Blog - Category: Pharma Commentators Tags: Janssen Tumblr Johnson and Johnson social media HIV Source Type: blogs

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