Five Times Pharma Used Buzzfeed Like a Boss

Buzzfeed is a great tool for reaching your target audience with native advertising. If you’re unfamiliar with the term, native advertising is “material in an online publication which resembles the publication’s editorial content but is paid for by an advertiser and intended to promote the advertiser’s product.” Native advertising is a great lean-back medium to reach patients when they are often not seeking product or condition information. What I like about Buzzfeed is its fun, interactive nature that brings light to some important topics in an engaging way. Plus, they have cats and cute animals. Who could resist?! Here are five of my favorite examples of how pharma is using native content on Buzzfeed.

1. Can We Guess Which Migraine Monster Your Future May Hold? – No Time 4 Migraines

Buzzfeed: Can We Guess Which Migraine Monster Your Future May Hold? - No Time 4 Migraines

Can We Guess Which Migraine Monster Your Future May Hold?

This interactive multiple-choice Buzzfeed quiz asks questions like “When do you suffer from Migraines?” and “Choose a grumpy emoticon.” It brings a little fun and silliness into a site visitor’s day, while still acting as an effective disease-state education tactic.

2. 15 Words That Mean Something Else to Someone With Relapsing MS – MS LifeLines

Buzzfeed: 15 Words That Mean Something Else to Someone With Relapsing MS - MS LifeLines

15 Words That Mean Something Else To Someone With Relapsing MS

This is another example of bringing attention to some important disease-state educational content. It reminds those of us that don’t have MS that when an MS patient relapses, “tired” doesn’t mean run down or out of energy. Their bodies demand rest – it’s feeling intensely lethargic. The content goes on to explain additional words and their meanings (such as temperature and sensitive) related to MS. This kind of content also helps MS patients realize they are not alone in their treatment journey and that programs like MS LifeLines are there to support them.

3. Get 3/10 On This Quiz And You Know More Than Most About Immuno-Oncology – Bristol-Myers Squibb

Buzzfeed: Get 3/10 On This Quiz And You Know More Than Most About Immuno-Oncology - Bristol-Myers Squibb

Get 3/10 On This Quiz And You Know More Than Most About Immuno-Oncology

Everyone loves to test their knowledge and share with the world how smart they are. Even I couldn’t resist taking this quiz (I got 5/10!). This quiz is a fun way for BMS to interact with site visitors, build awareness, and drive users to specific landing pages on its website.

4. 12 Things That Are Way Too Real If You Have Psoriasis – Janssen

Buzzfeed: 12 Things That Are Way Too Real If You Have Psoriasis - Janssen

12 Things That Are Way Too Real If You Have Psoriasis

I love a good aggregated content post. Well, you know that – you’re reading one now! Again, we see pharma using Buzzfeed for disease state education purposes. This post links to the unbranded program “Psoriasis Inside Story” and used a hashtag by the same name to encourage the spread of a trend. Unfortunately, this post was from June 2017 and the program has been retired.

5. How Much Do You Actually Know About Heart Failure? – Novartis

Buzzfeed: How Much Do You Actually Know About Heart Failure? - Novartis

How Much Do You Actually Know About Heart Failure?

The Novartis “Keep It Pumping” Buzzfeed campaign for awareness around heart failure offered up another fun little quiz to test your knowledge. Did you know over 24 million people worldwide are affected by heart failure? If that’s not a wakeup call to start living a healthier lifestyle, I don’t know what is. Another plus is the associated YouTube video, which drives the message home. You can watch it by clicking the link below.

https://www.youtube.com/watch?v=AdMRXiM55Fw

 

Feeling Inspired? I know I am.

If you like this post you might find this one useful: Five Chatty Chatbots in Pharma

Note: This article represents the unbiased opinion of the Hale Advisors team and is not representative of current or past clients or affiliation with these projects or campaigns. Imagery is from public sources and is owned by the associated organization.

Tina Niemynski
Tina has over 12 years’ experience in graphic and web design/development and animation and 5 years’ experience in digital strategy. She holds an A.S. in Advertising Design & Graphic Technology from SUNY Ulster, a B.A. in Graphic Design from SUNY College at Oneonta and an M.F.A in Media Design from Full Sail University.

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