20100128 Pharma Twittersphere Part Ii

Visualize the pharma twittersphere Friday, January 29, 2010

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

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

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

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

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

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

... 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

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

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

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

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

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

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

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

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

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20100128 Pharma Twittersphere Part Ii

by Silja Chouquet on Jan 29, 2010

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20100128 Pharma Twittersphere Part Ii — Presentation Transcript