the social check-up: how pharma companies are using social media to engage their audiences

10
September 2016 Audience Intelligence

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September 2016

Audience Intelligence

WE INVESTIGATED

• How to address the balance between created and curated content?

• What forms of content are proving most popular with pharma audiences?

• What use is content without engagement?

• What does the future hold for pharma and social media?

THE TOP 20 PHARMA COMPANIES

57 SOCIAL NETWORK PROFILES

acrossforDATA FROM FIRST HALF

OF 2016

PHARMA SOCIAL MEDIA COMMUNITY

SIZE

2,184,601 1,520,745 59,606 31,304

168,046 76,037 3,311 5,217

Subscribe

x13 x20 x18 x6

PAGE LIKES SUBSCRIBERSFOLLOWERS FOLLOWERS

AVERAGE

TOTAL

PHARMA SOCIAL MEDIA

CHANNELS

WHAT IS THE CORPORATE PHARMA SOCIAL MEDIA COMMUNITY?

HOW OFTEN DOES PHARMA POST?

26

4

(nearly 4 times a day)

7

1AVER

AGE

WEE

KLY

PO

STS

10

0

20

30

19%

25%

13%

2%8%

3%

29%

27%

12%

12% 9%

1% Video & link1% GIF

38%

Link PostImage

Image & link

TextVideo

Congress

Corporate(company news)

Corporate socialresponsibility (CSR)

Diseaseawareness

Pharma industry news

Product and research updates

Other

CONTENT THEMES

DISEASE AWARENESS WAS THE MOST FREQUENTLY SHARED CONTENT...

CONTENT THEME DISTRIBUTION (%)30

20

10

0

AVERAGE ENGAGEMENT RATE2.0

1.5

1.0

0

0.5

Disease awareness

Corporate (company

news)

Congress Corporate social

responsibility

Product and research updates

Other Pharma industry news

... BUT OTHER CONTENT THEMES RECEIVED HIGHER ENGAGEMENT!

220K

200K

180K

160K

140K

120K

100K

80K

60K

40K

20K

0K

ENG

AGEM

ENT

SCO

RE

NO. OF POSTS

0 100 200 300 400 500 600 700 800 900 1000 12001100 1300 1400 1500 1600 1700

AVERAGE

AVERAGE

Teva Gilead Sciences Astellas

AstraZeneca

Sanofi

Abbvie Bayer

Amgen

J&J

Novartis

BMS

Boehringer Ingelheim

Novo Nordisk

Roche

GSKPfizer Lilly

Merck

TakedaAllergan

Size of bubble = size of social communityEngagement score = a weighted score of likes x1 + comments x2 + shares and retweets x5

THE COMPANIES POSTING THE MOST DID NOT NECESSARILY RECEIVE THE MOST ENGAGEMENT

WE BELIEVE PHARMA NEEDS TO...

Develop strategic approaches that encourage a two-way conversation, engaging and inspiring audiences to retweet, share and comment

Develop a greater understanding of their social audiences, so they know how to maintain engagement, whilst simultaneously attracting new followers

Put engagement at the heart of communications strategies, using tactics such as paid social to target and reach relevant audiences

Consider a healthy balance of created, curated and co-created content, developed with their audiences in mind

Understand what interests audiences, and how different content types can drive different types of engagement

INTERESTED IN THE FULL REPORT?To request the full report or to speak with Ogilvy Healthworld about your social presence, please contact [email protected]

Curious to hear how you can benefit from data driven insights using Pulsar? Please contact [email protected]

OGILVY HEALTHWORLD

REBECCA CANVIN Social Director

RICK EVANS Digital Strategist

CHELSEY TOMS Account Manager

PHILIPPA MCCLURE Senior Account Manager

PULSAR

GIUSEPPE POLIMENO Head of Digital Research

SAMEER SHAH Research Manager

MEET THE TEAM

Audience Intelligence