Pfizer, EMD Serono reach out to MS community

NEW YORK: Pfizer and EMD Serono developed an unbranded Facebook page that aims to build an online community for people with multiple sclerosis (MS) and their families, caregivers, and partners.

NEW YORK: Pfizer and EMD Serono developed an unbranded Facebook page that aims to build an online community for people with multiple sclerosis (MS) and their families, caregivers, and partners.

The pharmaceutical companies co-market Rebif, a drug used to treat the autoimmune disease. 

The MS Voices page provides polls, tips, and advice for dealing with issues like stress, parenting, work, and relationships, said Maryann Quinn, senior manager of PR for Pfizer. It launched May 26.

She noted that people in their 20s and 30s who have MS “tend to be tech-savvy” and active users of social media and online networking.

“It's part of our overall plan to meet them where they are,” she said.

To raise awareness about MS Voices, the communications teams at both companies provided promotional information to their internal sales and marketing teams and reached out to several MS bloggers and Facebook friends of the National Multiple Sclerosis Society.

It plans to put out a media alert this week.

While the page allows for comments, each comment much be approved by WCG, the agency that works on Rebif, and Zemoga, an interactive firm. The agencies, which were also involved in the development of MS Voices, are managing the pages, said Quinn.

A set of guidelines, specific to MS Voices, was created and published on the Facebook page. It states that comments using product names will not be approved.

WCG referred questions to the clients.

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