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