Social Media Heartburn

The Novartis launch of Prevacid24HR is exciting. It is a great time (just before the holidays) and who can argue with 24HR relief, taking you right through Thanksgiving dinner and into shopping on Black Friday.

But as a marketer, here is what is missing: No link to the television campaign on the consumer web site or the healthcare professional web site, and an odd sense that HCP web site is actually a bit more engaging in terms of tonality than the consumer site. Also no Twitter.

Got the Facebook page with +1,500 fans. Go Novartis. The company and its launch team is doing a really good job.

But what is missing just indicates the continuing for brand launches to have a 360 social media check list to reach out to all its different constituencies.

And of course, there is is the issue of brand imagery. In the brand brief, is it consistent across all media? Check Facebook and the different web sites and you decide.

Heartburn is what you get when your sales trajectory doesn't match up with your launch plan. Here's wishing all the best for Prevacid24HR.