Sanofi launches web TV channel
pharmafile | May 21, 2009 | News story | Sales and Marketing | Sanofi-Aventis, digi
Sanofi-Aventis has set up an online television channel to promote its business, commitment to social responsibility and employee activities.
To help raise the profile of the channel, Sanofi has tapped into micro-blogging service Twitter, its first corporate foray into the social networking site.
The channel will provide information to a number of different audiences, including patients, healthcare professionals, the media, analysts and shareholders, as well as its own staff.
Chief executive Chris Viehbacher said Sanofi-Aventis TV would be continually updated with 'interactive information' to increase understanding of the company's operations – both inside and outside its walls.
"This new means of communications is another example of the transformation process underway within Sanofi-Aventis," he added.
The comment is a nod to the changes he has put in place since taking the helm at Sanofi last December, which include moving the company's business model to a greater focus on emerging markets.
Sanofi-Aventis TV will offer short, regularly updated videos of interviews, profiles and reports and coverage is divided between six channels: spotlight on Sanofi-Aventis, Our expertise, Around the world, Your Health, Solidarity and Working for People.
Current videos on Sanofi-Aventis TV include an interview with scientific advisor and head of R&D Elias Zerhouni and an overview of its work in India.
But – as one Twitter user commented – there is a recycled feel to some of the content, such as a tuberculosis video that is four years old and features former chief executive Jean-Francois Dehecq in South Africa.
Nevertheless the site and its promotion on Twitter are further signs of the company's desire to experiment with web 2.0 technologies following the launch of its Go Insulin YouTube channel last year.
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