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McNeil Uses Social Media to Address Tylenol Recall

Posted by | 12:15pm on Sunday, January 24, 2010

It’s important to note that the social media channels are being used as part of a broader communication plan. 

Once again, J&J has turned to social media. Needing to communicate about a recent recall of Tylenol and other medications, J&J has taken to its blog and Twitter.

On the corporate communications blog, J&JBTW, there are two posts explaining the recall. What’s unique, from a pharma perspective, is that this blog allows for comments. As of today, there are only three comments, however one of them is negative. Marc Monseau, who is the primary writer for the blog, has responded to the comment. The blog also directs to a Twitter account.

McNeil, the J&J subsidiary who manufacturers Tylenol, created @McNeilRecall on Twitter. The account seems to have been created in a hurry, since there is no logo. The bio explains that the account is helmed by Lori Dolginoff, Communications, McNeil Consumer Healthcare and additional spokespeople, during business hours. So far, the account only has 21 followers (mostly industry folks) and does not follow anyone. The account has tweeted 6 times, mostly referring readers to the press release on the McNeil website.

The website, http://McNeilProductRecall.com, has FAQ and other detailed information about the recall. Paid search ads also drive to the site. It’s important to note that the social media channels are being used as part of a broader communication plan. Does your crisis communication plan utilize social media?

I applaud McNeil for utilizing all the tools at their disposal to talk about this situation. It will be interesting to see how the @McNeilRecall account evolves over time.

This post was contributed by Eileen O’Brien, Director of Search & Innovation for Siren Interactive. You can connect with her on Twitter at @eileenobrien.

(Image courtesy of Debs via Flickr)

About Eileen O'Brien

Eileen has more than 16 years of digital healthcare marketing experience. She is an opinion leader on social media and biopharma, and has been invited to speak at industry conferences and quoted in publications.

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