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20100128 Pharma Twittersphere Part Ii
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20100128 Pharma Twittersphere Part Ii Presentation Transcript

  • 1. Visualize the pharma twittersphere Friday, January 29, 2010
  • 2. Over  past  18  month  big  pharma  set  up  a   presence  on  twiJer Start  of  twiJer  ac1vi1es 2008 2009 2010 @Boehringer @AstraZenecaUS @JNJComm @Amgen @Pfizernews @Novar1s @Roche_com @genentechnews @AstraZeneca @GSKUS Whydot twitter analysis Source:  www.twiJer.com,  July  13th  and  Dec  31st  2009;  whdotpharma  analysis 2 Friday, January 29, 2010
  • 3. Pfizer  leads  in  terms  of  followers  despite  late  start #  of  Followers  2  699 1  313 Avg  Dec  09 Avg  Jul  09 Source:  www.twiJer.com,  July  13th  and  Dec  31st  2009;  whdotpharma  analysis 3 Friday, January 29, 2010
  • 4. Great  divide  on  following  policy  amongst  pharma #  of  Following  600 392 Avg  Dec  09 Avg  Jul  09 Source:  www.twiJer.com,  July  13th  and  Dec  31st  2009;  whdotpharma  analysis 4 Friday, January 29, 2010
  • 5. Difference  in  updates  =  different  degrees  of  engagement? #  of  Updates  255 119 Avg  Dec  09 Avg  Jul  09 Source:  www.twiJer.com,  July  13th  and  Dec  31st  2009;  whdotpharma  analysis 5 Friday, January 29, 2010
  • 6. Boehringer  &  JNJ  lead  in  terms  of  engagement #  of  Following Average  following:  392 Average  Updates:  119 #  of  Updates Bubble  size  =  #  of  followers Source:  www.twiJer.com,  July  13th  and  Dec  31st  2009;  whdotpharma  analysis Friday, January 29, 2010
  • 7. Boehringer  &  JNJ  lead  in  terms  of  engagement #  of  Following The twitter engagement quardrant: above average followers, following and updates! Average  following:  392 Average  Updates:  119 #  of  Updates Bubble  size  =  #  of  followers Source:  www.twiJer.com,  July  13th  and  Dec  31st  2009;  whdotpharma  analysis Friday, January 29, 2010
  • 8. ...  Roche  &  AstraZeneca  moving  into  the  “engagement“  quadrant #  of  Following @Pfizer_news Avrg  following:  600 @genentechnews Avrg  Updates:  255 #  of  Updates Avrg  Bubble  size  =  #  of  followers Source:  www.twiJer.com,  July  13th  and  Dec  31st  2009;  whdotpharma  analysis Friday, January 29, 2010
  • 9. 19%  of  pharma  followers,  or  3,034  twiJer  accounts  have   more  than  500  followers. % >500 followers 15% 14% 26% 20% 20% Avrg 19% Number of followers that are followed by Source:  www.twiJer.com,  Dec  31st  2009;  whdotpharma  analysis 8 Friday, January 29, 2010
  • 10. 32%  of  accounts  follow  more  than  1  pharma  account !"#$%&'($)*$&+"%%",-).&/0122&+"%%",-).3& &4&5256&$77"89#.&& :77"89#.&+"%%",;9<&*")-&#($9&=&$77"89#& 45>?&"@-)%$'& = 2,079  unique  twiJer  accounts Note:  Analysis  based  on  19%  accounts  with  >500  followers  that  follow  at  least  one  of  the  5  pharma  accounts  listed  above Source:  www.twiJer.com,  Dec  31st  2009;  whdotpharma  analysis 9 Friday, January 29, 2010
  • 11. Boehringer  &  JNJ  :  number  of  followers  with  >  2000  followers   2000-­‐  5000  followers >  5000  followers Source:  www.twiJer.com,  Dec  31st  2009;  whdotpharma  analysis 10 Friday, January 29, 2010
  • 12. Segmented  2,079  unique  pharma  followers  into  6  segments Service  providers:          Consul1ng  services,  agencies,  CROs,  pharma  vendors,  etc. Journalist/bloggers:  Trade,  industry  and  health  publica1ons,            journalists,  financial  analysts,  healthcare  bloggers  etc. Advocacy:                                      Pa1ent  advocacy,  cause/awareness  advocacy  etc. HCP/Stakeholders:        Physicians,  nurses,  regulators,  insurance  etc. Science/academia:        Scien1sts,  scien1fic  publica1ons,  faculty  etc. Other:                                                      Other  pharma  companies,  pharma  employees,            health  websites,  travel  vendors,  real  estate  agents,  other                vendors  individuals,  non-­‐iden1fiable  accounts Source:  www.twiJer.com,  Dec  31st  2009;  whdotpharma  analysis 11 Friday, January 29, 2010
  • 13. Service  providers,  journalists,  bloggers  and   advocates  make  up  57%  of  pharma  following !"#$%&'()'*+,-%&'.//("0*1'23455')(66(+%&17')(66(+,08'*(9'4'9:.&#.'.//("0*1' '304$)5&'6$/078/9$:--./012;$ ,--./012$ !"#$ !%#$ ""#$ "&#$ '#$ (#$ &#$ )&#$ *&#$ %&#$ +&#$ "&&#$ <1=9>$ ?9>@7-9$A>.@7B9>$ C./>0:D721EFD.GG9>2$ ,B@.-:-H$ IJKE?1:L9=.DB9>2$ ?-790M212E,-:B9N7:$ Note:  Analysis  based  on  19%  accounts  with  >500  followers  that  follow  at  least  one  of  the  5  pharma  accounts  listed  above Source:  www.twiJer.com,  Dec  31st  2009;  whdotpharma  analysis 12 Friday, January 29, 2010
  • 14. Service  providers  and  Journalist/bloggers  also  follow  most  of  the  pharma   accounts  with  an  overlap  of  36%  and  41%  respec1vely Service  providers Journalist/bloggers Source:  www.twiJer.com,  Dec  31st  2009;  whdotpharma  analysis 13 Friday, January 29, 2010
  • 15. Boehringer  counts  most  journalists  and  bloggers   amongst  its  followers,  while  JNJ  porholio  is  more  diverse !"#$%&'()'*+,-%&')(..(+%&/'01233')(..(+%&/4'5%&'567&#7'788("9*/'$:'/*7;%6(.<%&'/%=#%9*' Number followers F6G$&H)&($:CC.I3J<K$ (>500) D9/1:4/E$ &'#$ &+#$ ''#$ ')#$ %#$ *#$ Unique 2,079* B.C0/@7.8$ !%#$ &*#$ '&#$ ''#$ *#$ "#$ 506 =>?/1@3/A<$ !%#$ ('#$ '!#$ ,#$ %#$ +#$ 580 6.9:1;<$ !%#$ ()#$ '(#$ %#$ (#$ ,#$ 535 5657.88$ !"#$ (!#$ ''#$ "#$ +#$ (#$ 544 -./01234/1$ !"#$ &(#$ '*#$ ')#$ "#$ +#$ 869 )#$ !)#$ ()#$ +)#$ ")#$ '))#$ Total 3,074 LJ0/1$ M/192C/$N1.92O/1$ 5.I13:P2<JQRP.44/1<$ DO9.C:CS$ T7=QMJ:U/0.PO/1<$ MC2/3;<J<QDC:O/82:$ *  Excluding  overlap  of  32%   Note:  Analysis  based  on  19%  accounts  with  >500  followers  that  follow  at  least  one  of  the  5  pharma  accounts  listed  above Source:  www.twiJer.com,  Dec  31st  2009;  whdotpharma  analysis 14 Friday, January 29, 2010
  • 16. Novar1s  high  overlap  with  others,  Boehringer  followed  by  many   journalists,  bloggers  and  advocates  alone. Advocates Journalist/bloggers Source:  www.twiJer.com,  Dec  31st  2009;  whdotpharma  analysis 15 Friday, January 29, 2010