pharma industry on social media - december 2014
TRANSCRIPT
PRESENTACIÓN JULIO 2014
Special ReportTop 12 Pharmaceutical
Companies on Social Media
December 2014
Target
The purpose of this report is to compare the global social media profiles of the 12 most successful Pharmaceutical Companies regarding their turnover volume. The report aims to analyse and identify their strategies and actions regarding social media.
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Analysed Pharmaceutical Companies
Top 12 Pharmaceutical Industry's KPIs - December 2014
Industry Unique
Audience:615,318
Average # of Posts:
78
Average Engagement Rate (ER) per
Post:16
Industry Unique
Audience:28,082
Average # of Posts:
4
Average Engagement Rate (ER) per
Post:31,224
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Industry Unique
Audience:2,187,797
Average # of Posts:
21
Average Engagement Rate (ER) per
Post:114
Top 12 Pharmaceutical Companies - Benchmark:Source Alianzo Analytics
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Facebook is the most important social network for Pharmaceutical Companies
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● Sanofi-Aventis and Bristol Meyers do not have a global profile on Facebook.
AUDIENCE
● This industry brings together more than 2 million potential buyers (among the top 12 brands). ● Bayer and Johnson & Johnson gather 80% of the audience, making a big gap with respect to the other leading
brands. AWESOME! MORE THAN THREE QUARTERS OF THE AUDIENCE
CONTENT
● Pharmaceutical Companies are not very active in generating content on their profiles, with an average of 21 posts/month. LESS THAN ONE PER DAY
● Bayer and Pfizer stand out as the most active brands with almost 2 times higher published contents than the average.
● Some Pharmaceutical Companies have their own blogs about healthcare, social issues or health tips. They also use videos, customized hashtags and share articles relating to science and solidarity.
ENGAGEMENT
● The average industry engagement is 2,934 interactions per month. This is the number of interactions that users make per month.
● In general, women are the fans who present the highest rate of interactions. Women stand out in Johnson & Johnson (97.4%) and Eli Lilly (71.2%). WOMEN ARE THE MAIN ENGAGERS!
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● The main countries for the two leading brands (Bayer and Johnson & Johnson) are Brazil and The United States. Egypt and India also stand out.
● The average fan is an American Woman.● Bayer talks about: healthcare, health tips, social issues, science and makes interviews to main employees.● Johnson & Johnson talks about: social issues, their blog content and videos of environment care
featuring children.
Brazil and The United States are the countries where the main audience is
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Photos of Events and Posts' Blogs achieve the best result of engagement
1. Bayer (120,444 interactions) 3. Abbott Labs (4,653 interactions)
4. Eli Lilly (435 interactions)
2. Johnson & Johnson (11,376 interactions)
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AUDIENCE
INTERACTIONS /MONTH
INTERACTIONS / CONTENT
9
1º
2º
3º
CONTENT
ENGAGEMENT
1º
2º
3º
1º
2º
3º
Top 3 Pharma Companies on Facebook – December 2014
1º
2º
3º
Top 12 Pharmaceutical Companies - Benchmark: Source Alianzo Analytics
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Twitter is the social network where Pharmaceutical Companies are more active
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AUDIENCE
● The Top 12 Pharmaceutical Companies have an unique audience of 615,318 unique users.● Novartis and Pfizer bring together a 43% of the audience, concentrating almost half of the market.
GOOD NEWS FOR THEM!
CONTENT
● All the brands post an average of less than 3 tweets per day. ● Novartis is the most active brand with 246 tweets/month. TRIPLES THE AVERAGE CONTENT! ● In general, Pharmaceutical Companies talk about healthcare and their advances in diseases research. ● They use hashtags (customized or about diseases), quotations illustrated with photos, videos and posts.
ENGAGEMENT
● The average engagement generated per month in this industry is 978 interactions/month. ● Bayer has the highest engagement per month (2,480 interactions/month), although they are not the ones
who tweet most or have the widest audience (Novartis). WELL DONE BAYER!
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Retweets of healthcare issues get the best engagement result
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1. Johnson & Johnson (11,195 interactions)
3. Sanofi Aventis (575 interactions)
4. Abbot Labs (450 interactions)2. GlaxoSmithKline
(630 interactions)
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AUDIENCE
INTERACTIONS /MONTH
INTERACTIONS / CONTENT
13
1º
2º
3º
CONTENT
ENGAGEMENT
1º
2º
3º
1º
2º
3º
Top 3 Pharma Companies on Twitter – December 2014
1º
2º
3º
Top 12 Pharmaceutical Companies - Benchmark: Source Alianzo Analytics
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Youtube generates the best engagement on the Pharmaceutical Industry
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● Bristol Meyers does not have a global profile on Youtube.
AUDIENCE
● The unique audience that the Top 12 Pharmaceutical Companies in the Pharma Industry reach is 28,082 unique users.
● Johnson & Johnson is the brand which has the biggest audience with a 44% of the total market. (11,570 subscribers) of the total unique users. AMAZING AUDIENCE!
CONTENT
● The total average content generated per month on YouTube is almost 4 videos.● The brands that upload more videos are Pfizer and Roche. Both have uploaded 11 videos. ● Their video contents includes: interviews with doctors about diseases, their research projects and events.● Abbot does not upload any video.
ENGAGEMENT
● The average engagement content is 31,539 interactions per month. This data indicates interactions made by users with content posted by Pharmaceutical Brands. GREAT ENGAGEMENT!
● Sanofi gets the highest engagement with 342,139 interactions per month, and this company only uploaded 1 video. PLEASE TELL US YOUR TRICK!
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Interviews and disease research were the most viewed video topics
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1. Sanofis (265,957 views) 2. Johnson & Johnson (467 views)
3. Pfizer (339 views) 4. Novartis (255 views)
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AUDIENCE
INTERACTIONS /MONTH
INTERACTIONS / CONTENT
17
1º
2º
3º
CONTENT
ENGAGEMENT
1º
2º
3º
1º
2º
3º
Top 3 Pharma Companies on Youtube – December 2014
1º
2º
3º
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● Facebook is the most important social network for the Pharmaceutical Industry with almost 2 million unique users. ● Bayer and Johnson & Johnson have an 80% of the total audience.● The average engagement is not high (2,934 interactions/month) and brands generated (21 contents/month). ● Johnson & Johnson achieves the best engagement, almost 8 times higher than the average.● In general, women are the fans presenting the highest rate of interactions.
● Twitter is the social network where pharmaceutical companies publish more. Novartis is the most active company with 78 tweets/day.
● Being the most popular brand (Novartis) does not mean being the one with the best engagement (Bayer).● Pharmaceutical Companies talk about healthcare and their advances in diseases.
● Youtube generates the best engagement on the Pharmaceutical Industry.● Pfizer and Roche were the ones that uploaded more videos (11) but Sanofi achieved the best engagement result.● The main published content includes: interviews with doctors about diseases, their disease research and health events.
Conclusions
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GOOD PRACTICES
Some Pharmaceutical Companies have their own blogs, to talk about health, their research, social issues etc.
There are companies that use customized hashtags, reinforcing the brand in the user's mind.
Bayer and Johnson & Johnson talk about science, innovation, health tips and social issues. Topics that seems interesting for the audience.
Some brands such as GlaxoSmithKline, Eli Lilly, Astrazeneca, Pfizer and Bristol-Myers use infographies to show content about health and diseases.
Youtube becomes very important for this industry, so Pharmaceutical Companies should increase their effort in this social network.
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BAD PRACTICES
There are brands like Sanofi and Bristol Myers that do not have a global profile on Facebook, the network where the biggest audience is.
There are few companies that use Instagram or Pinterest. These social networks are recommended for this kind of industry.
Google Plus is another interesting social network tohave a presence in, but few brands use it.
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METHODOLOGY
Analysed Period: From 12/01/2014 to 12/31/2014 (1 month)
CriteriaThe analysed profiles have been those that have a global appearance (they do not refer to a specific country) and whose main language is English.
Sources- http://bluecastles.com/?p=167- https://bitacorafarmaceutica.wordpress.com/2009/10/14/las-50-principales-companias-farmaceuticas-del-mundo/- http://www.redaccionmedica.com/noticia/siete-farmaceuticas-entre-las-50-empresas-mas-grandes-del-mundo-7862- www.alianzo.com
● 'Alianzo Rank'● 'Alianzo Analytics'
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