2. Novartis International AG is a Swiss
multinational pharmaceutical company based
in Basel, Switzerland, ranking #2 in sales (46.806
billion US$) among the world-wide industry in
2010.
Mission: We want to discover, develop and
successfully market innovative products to
prevent and cure diseases, to ease suffering and
to enhance the quality of life.
Website: http://www.novartis.com/
3. Chronic Myeloid Leukemia (CML) is a slow
growing cancer in which the bone marrow – the
soft, spongy tissue in the centre of bones –
makes too many white blood cells.
CML occurs in all age groups, but most
commonly in the middle-aged and elderly
Its annual incidence is 1–2 per 100,000 people
More info @ http://www.novartisoncology.com/patients-caregivers/what-
is-cancer/chronic-myeloid-leukemia.jsp
4.
5. CML Earth is a global interactive social network
dedicated to connecting the CML community
from around the world.
It invites patients, patient groups, and
healthcare professionals to join in building a new
online community.
Creates a condition-focused social network
Website:
http://www.cmlearth.com/index.jsp
6.
7. Good branding of Novartis
Prominent image of earth, making member locations
standout
Good zoom in & out option with easy scrolling
Support for 9 languages (16 as of September ‘12)
Maintains user profiles
You can send members signs of encouragement by
sending smiles, hugs & high-fives
11. When it comes to social media, health
marketers often worry about things like
spam, adverse event reporting, and
negative comments regarding their brand.
Novartis handles this with strict and clearly
stated policy.
12. Refrain from sharing any treatment
information or names of specific medicines or
companies
Do not include any profanity or indecent or
inappropriate language
Do not embed any links in your profile
If you wish to report a suspected adverse
reaction to a Novartis product, click here
13. Hard to monetize
To sustain such online patient communities –
Need to be directly / indirectly sponsored
Be hosted on a public platform like Facebook
Be an add on to an existing health info business
Give physicians & patients something to talk
about
14. SEO optimization
Drive awareness via
Press releases
YouTube initiatives – go viral!
Low bandwidth / mobile versions of website /
mobile app
Make site stickier by providing valuable content
alongside the existing networking
15. To earn goodwill among CML community
Good branding across website
Hard to monetize an online community
16. Novartis via its CML earth initiative earns
brownie points for being the first to jump
onto the Social bandwagon with a very
innovative & chic design
It effortlessly brings the whole CML
community together
Give the community something to talk about!