Will the REAL Nexium Facebook Page Please Stand Up?

My friend Zoe Dunn (@zdunnhealth), a digital marketing consultant to the pharma industry, wrote a piece in MM&M titled “Is It Finally Time for Pharma to Change the Way It Uses Facebook?” (see here).

In that article, Zoe chides the pharma industry for not engaging and supporting users of their Rx drugs via Facebook.

“Pharma has hidden behind the ability to turn commenting off on Facebook pages,” Zoe notes, “allowing marketers to use the channel much as they would a typical web page.”

A good example of how an Rx brand should use Facebook, according to Zoe, is the Nexium FB page. “Look at what the team behind acid-reflux medication Nexium has done, for example. The brand has had an 'open' branded Facebook page from the very moment the page launched late last year.”

Unfortunately, the article did not include a link to the Nexium Facebook page she was talking about. I had to fend for myself and do a search on Facebook. Guess what I found.

Read more »