To execute on its comprehensive “Pill Plus” model, Novartis Pharmaceuticals brought Coyne on as the agency of record to guide the development and initial activations of its Social Media Center of Excellence (CoE). Coyne built the infrastructure of the Social Media CoE, all the while ensuring that all recommendations and programming conformed both to the highly regulated provisions of the FDA, as well as Novartis’ compliance measures.

Among the many deliverables – including counseling 13 brands across the Novartis portfolio on social media programming and initiatives – we defined the group’s mission and vision; standardized education protocols and guidance for the brands and executives; spearheaded the company’s first hackathon; facilitated six unbranded and branded social influencer and ad board events; conducted ongoing social listening, analytics and insights for several brands, including Novartis’ marquis brand, Entresto; and helped launch the first-ever social network from a pharma manufacturer, the Together in HF Community.

Novartis launched a Digital Medicines group, and brought on Coyne PR to help build the infrastructure of the Social Media Center of Excellence (CoE). As agency of record for the CoE, Coyne drove the development of the organization’s mission and vision; standardized education protocols for brand teams and executives; and created peer benchmarking to measure growth and application of social media against other pharma companies. The Coyne team worked in concert with Novartis’ legal, regulatory and compliance teams; counseled 13 brands on social media programming and initiatives; spearheaded the company’s first hackathon, leading to a digital solution for caregivers of patients with heart failure; facilitated six unbranded and branded social influencer and ad board events; and conducted ongoing social listening, analytics and insights for several brands.
Coyne PR drove the development of Novartis’ Blogger Interaction Guidelines, establishing an enterprise-wide framework and principles for having responsible interactions with influencers online. We used the Guidelines as the blueprint to establish face-to-face influencer summits for patients, caregivers and healthcare professionals, beginning with their marquis brand Gilenya, and expanding to additional events in the psoriasis, rare disease and oncology categories. The team also developed a long-term, turnkey influencer outreach strategy to build sustainable relationships to supplement the summits.