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Pharma Twitterama


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Slide from John Pugh's (7/22/09) webinar on "Pharma Twitterama: Exploring the Use of Twitter in Pharma and Healthcare" …

Slide from John Pugh's (7/22/09) webinar on "Pharma Twitterama: Exploring the Use of Twitter in Pharma and Healthcare"

See also Shwen Gwee's complimentary presentation:

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  • 1. Pharma Twitterama John Pugh from Boehringer Ingelheim
  • 2. Who am I John Pugh Journalist – Online Marketer – Healthcare PR John Pugh Liverpool FC fan, music fanatic, dad
  • 3. Today • Why we should use twitter • What we should tweet • How we should tweet
  • 4. Why we should tweet
  • 5. Why Boehringer tweet Communications led initiative Clear vision of stakeholders - Journalists
  • 6. What we tweet • Headlines that link to approved press releases • Links to digital resources • Links to relevant media articles • Dialogue, questions, answers
  • 7. #FollowPharma AstraZenecaUS Very focussed on the US. Less dialogue than the other accounts Roche Plenty of dialogue – asking questions, plenty if information, good use of multimedia, JNJComm Much dialogue Much retweeting Personalised approach from Mark Monseau Novartis No dialogue at all. Very traditional approach The first big pharma company onto Twitter GREAT use of hashtags H1N1, tweeted from ASCO
  • 8. “I keep thinking that we haven’t even begun to tap into the potential customer service aspect of Twitter for our brands and businesses.” Marc Monseau Director, Corporate Media Relations
  • 9. Measures of success? • Number of followers (quantitative) • Who they are (qualitative) • Tweet subject matter (qualitative)
  • 10. Number of followers Number of followers
  • 11. Follower growth rate
  • 12. Types of followers Media: Editors, writers, publishers: 38.4% Comparison JNJ 14% Roche 15% Astra Zeneca US 18% June 2009
  • 13. Medical journalists on Twitter
  • 14. How to be successful • Date of joining • Number/regularity of updates • Quality of updates • Use of hashtags • Dialogue and retweets • Traditional PR • Who you follow
  • 15. Twitter timeline Novartis Astra JNJ Amgen Boehringer Bayer Roche Sanofi Aventis GSK Nov Dec Jan Feb Mar Apr May Jun Jul 2009
  • 16. Updates JNJ Boehringer Ingelheim Roche
  • 17. Quality of updates Golden rules of Twitter # Thou shalt not use DM autoresponders. # Thou shalt not beg for retweets. # Thou shalt not autotweet. # Thou shalt not tweet in bunches. # Thou shalt not take your followers on a trip to hashtag hell. # Thou shalt not sex up your avatar. # Thou shalt not oversell. # Thou shalt not overfollow or autofollow. # Thou shalt not sell out. # Thou shalt not tweet before thinking.
  • 18. Hashtags
  • 19. Dialogue and retweets I never thought that I would be re- tweeting so many other tweets – or doing much tweeting from public meetings like our shareholders meeting Marc Monseau Director, Corporate Media Relations
  • 20. Dialogue and retweets We are hoping to refine our metrics as we build our presence on Twitter. Currently we measure success quantitatively by the number of Re-tweets we gain and the number of users who follow us. Qualitative measures include whether or not our Tweets have generated media inquiries or two-way conversations with followers Laura Woodin, Astra Zeneca
  • 21. Traditional PR
  • 22. A great case study was the recent outbreak of the influenza virus: we posted links to educational material and media backgrounders on influenza, which we felt might be beneficial to the discussion. We received some media enquiries via Twitter for additional images, b-roll or more information and got very positive feedback for this Sabine Kostevc Corporate Communications, F. Hoffmann-La Roche AG
  • 23. Twitter Ratio Boehringer ”Respected Among Peer Group” JNJComm ”Solid Twitter Community Member” AstraZenecaUS ”Gangsta” Roche_com ”Am I a Genius?” Novartis ”Likes to Hear His Own Voice”
  • 24. Who should run Social Media ?
  • 25.
  • 26. Twitter Types Café Media – 14 types of Twitter Personalities 1. The Purist 2. The Clever Purist Categorise pharma’s 3. The Journalist 4. The Celeb Who Keeps it Real 5. The Link Mogul/Retweeter 6. The Tastemaker 7. The Everyman’s Friend 8. The Spammer 9. The Stalker 10. The Self Promoter 11. The Blog/Site Bot 12. The Clueless 13. The Real Person Who Tries to be a Celeb 14. The Troll and the Meta tweet troll