Johnson & Johnson has a couple of jokes up their sleeves

Okay, so it wasn't exactly funny that the billion dollar firm "improperly marketed the anti psychotic drug Risperdal and two other drugs", but at least they are paying for their mistakes. Johnson & Johnson promoted Risperdal to doctors claiming it treated anxiety, agitation and depression regardless of the fact it was only approved for schizophrenia.

The firm paid a couple of hefty fines for their inexcusable mishaps. First, Johnson & Johnson agreed to cough up $2.2 billion in criminal and civil fines to settle allegations concerning the wrongful marketing. Second, they pleaded guilty to a misdemeanor charge and will be paying criminal fine of $485 million. Lastly, the company is throwing down $1.72 billion to settle civil cases with the federal government and 45 states.

My main concern is how this will effect their image and what will they do to reinstate their credibility to their consumers. A social media campaign is definitely an option, in attempt to get involved with the community before external outlets start bashing them on this unjust mistake. The problem at hand is that it seems that money was more important to them than the well being of the consumer. Even if this is completely and entirely true, firms do not want this idea attached to their brand.

Johnson & Johnson should dedicate social media time to illustrating how the company is utilizing its funding to assure the correct and most accurate research on their products and further that they are being marketed correctly. Some examples are using twitter to announce information about news and adding in that they approved with a source. Another is posting on Facebook all the credentials needed to convince consumers certain drugs are in fact approved for certain aliments.

It would also be helpful to even express on social media how the brand is helping the community, whether it be through videos or pictures. Associating positive acts with the brand can dissolute the negative effects of this situations.



 http://www.nytimes.com/2013/11/05/business/johnson-johnson-to-settle-risperdal-improper-marketing-case.html?ref=business