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Connecting The Dots: Which pharma companies are succeeding in the social media space?
The document summarizes the findings of a social media audit conducted by Ogilvy to analyze how pharmaceutical companies are using social media. It identified three groups - those connecting the dots by fully integrating social media, those dabbling but not maintaining constant activity, and those still searching for a strategy. The audit evaluated companies' social presence, activity, engagement, network simplicity, content virality, and community size across key social networks. It encourages pharmaceutical companies to better connect with audiences by being brave, personal, timely, prepared, instructive, and moving social media throughout their marketing strategy in order to stand out from competitors.
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Connecting The Dots: Which pharma companies are succeeding in the social media space?
- 1. CONNECTING THE DOTS: Which pharma companies are succeeding in the social media space? APRIL 2015 | #OgilvyPharmaSocial
- 2. 2 The SocialMedia Audit: why we did it The pharmaceuEcal industry is becoming increasingly reliant on social media as a key plaLorm for communicaEng with mulEple stakeholders. As big believers in the power of social to transform brands, campaigns and corporate reputaEon, we wanted to iden0fy the current big players, and what we can learn from their efforts.
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- 4. 4 How weanalysed the data We evaluated how each company was performing across six key categories: Social presence How many social networks was the company on? Activity Was the content kept fresh with regular updates? Engagement Were the companies engaging their users and generaEng interest? 1 Social network How simple and intuiEve was the connecEon between social networks? Virality Was the content spread around the social sphere? Community Size How big was the community? 2 3 4 5 6
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- 6. 6 Three distinctgroups emerged The group of companies ahead of the pack and ‘connec0ng the dots’ have successfully integrated social media into their wider markeEng strategy. Their content is relevant and meaningful and effecEvely engages their audiences. Those ‘dabbling with the dots’ have a substanEal social media presence but may not be maintaining a constant level of acEvity or aYracEng loyal followers. A small subgroup are ‘searching for strategy’: they know they want to be involved in social, but have not had the strategy to stand against the compeEEon.
- 7. 7 Pharma isbecoming more social
- 8. 8 So whyshould pharma use social media? “We want to show that we’re listening and responding to the expectations of society. And that’s probably why social media is so very helpful…We have the opportunity to reach our audiences directly… to have a dialogue” Janet Morgan, Director of Corporate ReporEng and Content, GSK “The conversation is there. People are talking about you, whether you’re active or not. Social media gives you the opportunity to engage in that conversation, to give your position and your statement, and maybe then hopefully change the opinion of one person or two” Patricia Alves, Social Media and Community Manager, Boehringer Ingelheim “Social media has changed the way pharma communicates – it allows companies to build corporate reputation and engage in genuine, meaningful conversations with audiences. For pharma companies who want to stand out from the crowd it’s time to be brave, get personal, educate and integrate social media into their wider marketing strategy.” Rebecca Canvin, Social Media Manager, Ogilvy Healthworld
- 9. 9 How canpharma better connect the dots? Six key takeaways which we believe can help companies stand out from the social media crowd. Be Brave It’s not going to be an easy ride but the ROI can make it worth the effort Get personal Don’t just fire out messages, interact with your followers Move fast (but wear a life jacket) Make sure you deal with issues in a Emely manner before things escalate Back yourself up Get your medical, regulatory and legal teams as excited about social as you are Give guidance Plan for different and ready to deal with tough quesEons Inform and educate Make an effort to produce interesEng content that sets you apart from your compeEtors
- 10. 10 Want tofind out more? Antonia Betts Managing Director Ogilvy HealthPR Chelsey Toms Digital Account ExecuEve Rick Evans Digital Strategist Rebecca Canvin Social Media Manager Andrea Visone Digital Project Manager For the full report or for more informaEon contact: pharmasocial@ogilvy.com