The minute we’re born, we begin to age. This was apparently the number one concern occupying respondents of a 2011 Gallup survey commissioned by pharma giant Pfizer and the finding upon which the company has based its Get Old social media campaign.
In a press release announcing the multi-year initiative that began last month, Pfizer tied it to the company’s larger mission of improving the health of all people at every stage of life.
PR platitudes aside, the initiative also marks Pfizer’s lengthening social media shadow, cast, in part, by CEO Ian Read, who has criticized the industry for being “slow to adapt” to today’s more open society. Pharma’s hesitation no doubt informs Edelman’s 2011 Trust Barometer, which found public confidence in businesses, governments, and, in a new development, NGOs slipping at a noticeable rate.
When that focus was narrowed to Pfizer alone, the results were no better: About 45 percent of respondents described the drugmaker as unethical and not credible. Not acceptable, according to Read.