For those of you who have not yet joined, Pinterest is a pinboard-styled social photo sharing website. The site, that gained two million subscribers in under two years, allows users to create and manage theme-based image collections. Pinterest’s mission statement is to “connect everyone in the world through the ‘things’ they find interesting.” Fair enough. But, is there any use for Pinterest in the pharmaceutical and healthcare industry or will the site stay a library of recipes, crafts and fashion tips?
On the site, users can upload images directly to a particular “board” or use a toolbar widget to “pin” an image from a blog post or web page. The software automatically imbeds a link in the image, making it easy to find that graphic again down the road. For, Big Pharma, this technology might prove useful with tracking new technology updates on the manufacturing side or creating boards for specific disease/drugs on the patient side.
The only Big Pharma company that has embraced Pinterest so far seems to be Novo Nordisk (http://pinterest.com/NovoNordisk/). However, they list only a company logo and description and have yet to create any boards. Pharma Marketing blogger, John Mack, did some searching for Big Pharma companies and found that companies like Roche, GSK, Novartis, JNJ and Merck’s names have already been taken by other Pinterest users sharing similar acronyms or family names which might make it difficult for the companies to establish a brand presence on the site.