For a massive pharmaceutical company like Johnson & Johnson, a social strategy requires being prepared for anything, timely responses, and seamless brand integration. So Thomas Panchak, senior
director of digital marketing at LifeScan -- a diabetes care division of J&J -- told OMMA Social attendees on Monday. "For us, it's ultimately about integration," Panchak said. "For us, in social,
I need to do a couple things: I need to accelerate (or amplify) all of my media." The end goals, Panchak said, include "driving toward brand preference and conversions ... My CMO wants to see what's
happening to out cost per acquisition."