Advertising Age has an article today about Novo Nordisk launching a branded Twitter effort: @racewithinsulin. This is the first branded Twitter effort from a pharma company, so I spent a few minutes poking around.
The very first thing that caught my eye was the fair balance information on the left side of the page, which is REALLY small and hard to read. (At least on my computer.)
Beyond that, I'm curious how people are going to respond to this. The Twitter bio information reports that: "Racecar driver Charlie Kimball partners with Novo Nordisk to prove his high performance career is possible with diabetes."
I wonder how people will view this, compared to (for example) neutral mass media coverage of a star living and succeeding with diabetes. Jay Cutler and Adam Morrison both come to mind. How does the fact that this is Novo Nordisk influence how people will view the information? Time shall tell, but I thought the first branded pharma Twitter effort was worth noting.
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