Do Normal People Follow Pharma on Twitter?

Do Normal People Follow Pharma on Twitter?
A Tag Cloud Analysis
Phil Baumann

Who Follows Big Pharma?
The following slides are screenshots of tag clouds of followers of selected Big Pharma companies. These are partial screenshots, but they provide some insight about who currently follows Big Pharma (as of January 2010).

Top Ten Words Following Pharma
Pharmaceutical
Medical
Healthcare
Time
Social
Marketing
Research
Web
Health

AstraZenecaUS

AstraZeneca

Boehringer

Genentechnews

JNJComm

Novartis

Pfizer

Pfizer_News

Roche_com

Aimless Tweets
Are Marketers, PR “pros”, Social Media Consultants the best audience for Pharma?
What value do Pharma Tweets provide the world?
What value does Pharma get from Twitter?
What purposes should Pharma have with Twitter (and the rest of the spectrum of all media?)

Pharma’s Twitter Flight Path
Provide Valuable Content for Patients
Humanize Corporate Communications
Follow and ReTweet the Competition
Establish Authenticity for Future Crises
Cultivate Communities of Life Scientists
Connect All Media Presences Together

Pharma’s Twitter Flight Path
Provide Customer Service to Prescribers
Provide Customer Service to Pharmacists
Provide Customer Service to Nurses
Provide Employees With Important Updates
Participate in Public Health Efforts
Support Nonprofit Organizations (RT)

Normalize Twitter
Clearly, “normal” people aren’t really following Big Pharma. “Normal” people are patients and life scientists and doctors and nurses and patient advocates. And if they are, it’s unlikely they’re paying much attention.
Big Pharma needs to consider what its purposes are (hint: Twitter’s not a sales tool for large regulated enterprises – accept that: bonus: knowing that won’t get you in trouble with the FDA).

@PhilBaumann
January 2010

Do Normal People Follow Pharma on Twitter?

by Phil Baumann on Jan 24, 2010

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