Sorry it’s taken a while, but here is the second part of the Pharma Twitterama presentation by John Pugh (@boehringer – Driector of External Communications at Boehringer-Ingelheim), which focuses on Boehringer as a case study and is titled “We’re Doing it and So Can You: Lessons Learned from a Pharma Company that Uses Twitter“:

Here’s a brief rundown of the topics that John covers in his presentation:

1. Why and What Boehringer Tweets
2. Measures of Success
   - Number of Followers, Follower Growth Rate, Types of Followers
3. How to be Successful [on Twitter]
4. Twitter Timeline, Number of Updates, Quality of Updates
5. Hashtags, Dialogue and Retweets
6. Traditional PR, Twitter Ratio ["categorizing" types of tweets]
7. Who Should Run Social Media
8. Twitter Types

John offers a really nice overview of how Boehringer got started and how they evolved. More importantly, he emphasizes the lessons learned along the way and provides us with a better understanding of what’s important for a company like Boehringer. For those of us in the Social Pharmer (social media in pharma) space, it’s a great case study to review and even use for buy-in efforts, but we should also be very cognisant of the fact that Boehringer is still a private, family-owned company that is based in Europe (Germany), so there may be differences in how they operate compared to a public, US-based company.

For more insight and a great interview with John and Judith von Gordon (also from BI), check out John Mack‘s June 16th, 2009 podcast of Pharma Marketing Talk .