Exploring the Pharma Twitterverse - Tweet Cred or Fail Whale?
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Exploring the Pharma Twitterverse - Tweet Cred or Fail Whale?

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Shwen Gwee's presentation at the 2011 CBI iPharmaConnect Conference (Philly, PA - MAR 2011)

Shwen Gwee's presentation at the 2011 CBI iPharmaConnect Conference (Philly, PA - MAR 2011)

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Exploring the Pharma Twitterverse - Tweet Cred or Fail Whale? Exploring the Pharma Twitterverse - Tweet Cred or Fail Whale? Presentation Transcript

  • Exploring the (Pharma) Twitterverse Tweet Cred or Fail Whale ?Shwen Gwee (@shwen)Lead, Digital Strategy and Social MediaVertex PharmaceuticalsFounder:Med 2.0 Blog (med20.com), Social Pharmer Network (socialpharmer.com),Social Health Unconference (sxsh.org), and PharmFresh.TV
  • Disclaimer•  The opinions and ideas expressed in this presentation are strictly my own and are not screened by my employer.•  Everything mentioned or presented is strictly my personal opinion and does not necessarily represent the views of my employer. ! Image by: Monkey Works Illustration
  • The Twitterverse (circa 2009)
  • Twitter Interface (circa 2009)
  • Twitter – Basic Functions (circa 2009) Post + Follow @ Reply Unfollow Direct Message (DM) ≤ 140 CHARACTERS Favorite
  • 6
  • What A Difference A Year Makes…
  • There’s a New Bird In Town: #NewTwitter
  • #NewTwitter: New Interface
  • #NewTwitter: Suggestions
  • #NewTwitter: Promotional Opportunities Promoted Accounts Promoted Trends Promoted Tweets
  • Twitter Stats (2010)
  • Source: KissMetrics Marketing Blog (http://blog.kissmetrics.com/twitter-statistics), Accessed March 2011
  • Source: KissMetrics Marketing Blog (http://blog.kissmetrics.com/twitter-statistics), Accessed March 2011
  • http://www.website-monitoring.com/ Source: Website-Monitoring Blog (http://www.website-monitoring.com/blog/2010/05/04/twitter-facts-and-figures-history-statistics), April 2010
  • Source: Website-Monitoring Blog (http://www.website-monitoring.com/blog/2010/05/04/twitter-facts-and-figures-history-statistics), April 2010
  • Total # of Tweets Made vs. Tweet Volume
  • Source: Website-Monitoring Blog (http://www.website-monitoring.com/blog/2010/05/04/twitter-facts-and-figures-history-statistics), April 2010
  • How About Healthcare?
  • US Hospital Social Network List (by @EdBennett)•  3,087 Hospital Social Networking Sites•  906 Hospitals Total Hospital Social Networking Sites –  448 YouTube Channels Blogs; 3% –  719 Facebook Pages Four Square; YouTube Channels; 15% 23% –  674 Twitter Accounts –  439 LinkedIn Pages Facebook –  693 FourSquare pages; 23% –  106 Blogs LinkedIn Accounts; 14% Twitter Accounts; 22%Source: http://ebennett.org/hsnl
  • Estimate Number of MDs and RNs on TwitterSource: Phil Baumann, HealthIsSocial.com (AUG 2010): http://healthissocial.com/twitter/number-of-doctors-and-nurses-on-twitter/
  • Most Popular Twitter Doctors
  • Healthcare Tweetchats and Tweetstreams Healthcare and Social Media (#hcsm) healthsocmed.com / Sundays, 8-9pm CT Healthcare and Social Media EUROPE (#hcsmeu) hcsmeu.com / Fridays, 8-9am ET Healthcare and Social Media CANADA (#hcsmca) bit.ly/hcsmca411 / Wednesdays, 1-2pm ET FDA Social Media (#FDASM) fdasm.com / *Aggregated tweetstream (not tweetchat) Social Pharma (#SocPharm) SocialPharmer.com / Wednesdays, 8-9pm ET Healthcare Marketing (#hcmktg) twittgroups.com/group/hcmktg / Fridays, 12-1pm CT Registered Nurse Chat (#RNchat) RNchat.org Medical Doctor Chat (#MDchat) Mdchat.org
  • Healthcare Tweetchats and Tweetstreams•  #CHCchat - Canada, Canadian Alliance of Community Health Centre Associations, Community Health Centre, Federally Qualified Health Center, global, United States•  #eldercarechat - elder care, elderly, geriatric, senior•  #hcsm - healthcare communication and social media•  #hcsmanz - Australia, healthcare communication and social media, New Zealand•  #hcsmasia - Asia, healthcare communication and social media•  #hcsmca - Canada, healthcare communication and social media•  #hcsmeu - Europe, healthcare communication and social media•  #hcsmeuES - Europe, healthcare communication and social media, Spain•  #hcsmeufr - Europe, France, healthcare communication and social media•  #hcsmuk - healthcare communication and social media, United Kingdom•  #HITsm - health information technology, Healthcare IT social media, HITECH, HL7, Meaningful Use•  #homecarechat - home care•  #hpm - hospice, hospice and palliative medicine, hospice and palliative medicine physician, palliative, palliative care, palliative medicine•  #IVchat - infusion therapy, registered nurse, RN, vascular access•  #MDchat - doctor, physician, physician chat session•  #mhsm - mental health, mental health social media•  #nhssm - government, National Health Service Social Media, United Kingdom•  #RDchat - dietitian, nutrition•  #rheum - Rheumatoid Arthritis, Rheumatologist, Rheumatology•  #RNchat - nurse, registered nurse, Registered Nurse community•  #SocPharm - ePharma, pharma, pharmaceutical, pharmacuetical company, social media marketing in pharmaceuticals Source: Fox ePractice (http://www.foxepractice.com/healthcare-hashtags/tweet-chats), Accessed: March 2011
  • Visualizing Health Tweets: Pixels & Pills http://www.pixelsandpills.com/tweeder/
  • And What About Pharma?
  • Social Pharma: Twitter Accounts2008 JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC 3 @CellTherapeutic @Boehringer @Novartis2009 JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC 31 @SanofiPasteur@AstraZenecaUS @JNJComm @NovartisTrials @RaceWithInsulin @ADHDSupport (Shire) @GenzymeCorp (Novo Nordisk) @MediBiologics (MedImmune) @NovoNordisk_GA @Roche_com @AstraZenecaJobs @MerrimackPharma @SanofiUSVOICES @AstraZeneca @NVSOncoCareers @AstellasUS @Diabetes_sanofi @BayerHealthcare @ElanPLC @BayerUSnews @Amgen @AmgenFoundation @Pfizer_news @GenentechNews @AZhelps @GSKUS @BoehringerUS @SanofiAventisTV @BaxterCo @PKUawareness (BioMarin) @LlyOncOnCanvas2010 JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC 16 @BayerUKIreland @BMSnews @JNJhistory @LilyPad @JanssenUK @BayerWED @AlimeraSciences @McNeilRecall @Renalinfo (Bayer) @VertexPharma @JoinAstraZeneca @JNJstories @JNJvideo @Baxter_intl @DendreonNews @LundbeckInc Resource: Dose of Digital “Wiki” -- http://www.doseofdigital.com/healthcare-pharma-social-media-wiki
  • Visualizing Pharma Tweets: Ignite Health www.ignitelabs.com/pharmatwitter
  • Visualizing Pharma Tweets: InTouch Solutions http://tweetpharm.intouchsol.com
  • Pharma TweetsTypes of Tweets PharmaCo’sSpeedlinking / Auto-updates SanofiAventisTVNews Updates / CorpComm Amgen, Genentech, Novartis, Pfizer, Sanofi PasteurEngaging / Energizing / Social* AZ, Boehringer, GSK, JNJ, Roche, MerrimackLive Tweeting (IR/PR) @JNJcomm, @Boehringer, @VertexPharmaSpecialized Jobs: Astra Zeneca Jobs Promotional: Race with Insulin (Novo Nordisk) Clinical Trial Recruitment: Novartis Trials Customer Support: - AZ Helps (Astra Zeneca) -  ADHD Support (Shire) -  McNeil Recall Awareness and Education: -  LlyOncOnCanvas (art competition by Lily USA) -  PKU Awareness (BioMarin) -  Renal Info (Bayer) Live Tweetchat -  #RxSave Tweetchat (Astra Zeneca)*Includes: ReTweeting, linking to other (non-company) resources, engaging in conversation, expressing gratitude, etc.
  • Promotional: @RaceWithInsulin
  • Customer Support: @AZhelps
  • Customer Support: @ADHDsupport
  • Awareness: @LlyOncOnCanvas
  • Awareness: @PKUawareness
  • Awareness: #RXsave by @AstraZenecaUSSource: http://wthashtag.com/Rxsave, via Pharma Marketing News, “OMG! AstraZeneca Hosts Twitter Chat & World Does NOT End!”,(http://pharmamkting.blogspot.com/2011/02/omg-astrazeneca-hosts-twitter-chat.html)
  • Engaging: @Alex__Butler (JanssenUK)
  • Twitter Guidelines: @VertexPharma
  • So…Who’s Got Tweet Cred?
  • Visualize the pharma twittersphere
  • Pfizer leads in terms of followers and gap is growing#  of  Followers   Avrg  followers  Oct  10:  4835   Source:  www.twi-er.com,  July  13th,Dec  31st  2009,  October  18th;  whdotpharma  analysis  
  • Great divide on “following” policy amongst pharma#  of  Following   Avrg  following  Oct  10:  793   Source:  www.twi-er.com,  July  13th,Dec  31st  2009,  October  18th;  whdotpharma  analysis  
  • Difference in updates = different degrees of engagement?#  of  Updates   Avrg  updates  Oct  10:  456   Source:  www.twi-er.com,  July  13th,Dec  31st  2009,  October  18th;  whdotpharma  analysis  
  • Boehringer Ingelheim and J&J lead lead the “engaged“quadrant Listen   Engage  #  of  Following   Following  vs.  Followers  by  Pharmaco:  Dec  09   Avg  Updates  Dec  09:  255   Avg  following  Dec  09:  600   Avg  Bubble  size  =  #  of  followers   @Roche_com   #  of  Updates   Think   Source:  www.twi-er.com,  July  13th  and  Dec  31st  2009;  whdotpharma  analysis   Talk  
  • Roche moves into “engage“ quadrant; AZ and Vertex alsoMoves Into New Quadrant Listen   Engage   Following  vs.  Followers  by  Pharmaco:  Oct  10  #  of  Following   Avg  Updates:  456   Avg  following  Oct  10:  793   Avg  Bubble  size  =  #  of  followers   @Roche_com   #  of  Updates   Think   Source:  www.twi-er.com,  July  13th  and  Dec  31st  2009;  whdotpharma  analysis   Talk  
  • Roche makes biggest move on all dimensions,followed by J&J Avg  Updates:  456   @Roche_com   Source:  www.twi-er.com,  July  13th  and  Dec  31st  2009;  whdotpharma  analysis  
  • So, Who’s Got Tweet Cred?
  • Klout: “Tw-influence” Measurement ServiceSource: Klout (accessed OCT 2010): http://klout.com
  • Klout Analysis: Overall ScoreSource: Klout (accessed OCT 2010): http://klout.com
  • Klout Analysis: Influence MatrixSource: Klout (accessed OCT 2010): http://klout.com
  • Klout Analysis: Influencers and InfluencedSource: Klout (accessed OCT 2010): http://klout.com
  • Pharma 2011 Twankings (by @EyeOnFDA) Also see @EyeOnFDA “Pharma Companies” List: http://twitter.com/#!/eyeonfda/pharma-companies
  • Final Thoughts and Twips•  It’s not about WHY anymore… It’s about HOW and WHAT?•  Start internally –  Experiment with tools like SocialCast and Yammer•  Consider developing a guideline for tweeting (before starting) –  Demonstrate to your internal stakeholders –  Who to follow and how to respond to mentions (@ replies) and DMs –  Work with internal approval team to develop workflow and timelines (quick turnaround; “standard responses”) –  See: Airforce Blog Assesment flowchart – http://bit.ly/R6sqg•  LISTEN to the tweetchats and READ the tweetstreams•  If you are able to, ENGAGE and FOLLOW•  TOE DIPPING: At least experiment and re-assess -- get comfortable and at least TRY!•  With POWER comes RESPONSIBILITY -- Use your power for Good!
  • ~ Thank You ~Email: Shwen@med20.comTwitter: @shwenBlog: www.med20.comNetwork: SocialPharmer.comUnconference: SXSH.orgVideo Channel: PharmFresh.TV