Novartis – CML EarthPresented by,Rohit C. D’Souza

About Novartis

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/

What is CML?

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

What is CML Earth?

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

The Design

The Design…

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

User Profile – A personalized touch

profile picturefeel good factor

know more about hersend a private message

User Profile – A personalized touch…

get personal

User Profile – A personalized touch…

and some more…

Guidelines & Adverse Events Problem

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.

How does Novartis stay clean?

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

The Business

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

Areas for Improvement

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

Business Model

To earn goodwill among CML community

Good branding across website

Hard to monetize an online community

Summary

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!

Novartis – CML EarthCase reference: http://blog.kruresearch.com/2009/06/novartis-cml-earth/

Thank You