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How did pharma use Twitter at ASCO 2015?

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In recent years the use of Twitter during ASCO’s annual meeting of Oncologists has become a central theme at the event. Two members of our Digital Strategy team, Steve Hunt and Jason Mazur, explored the #ASCO15 hashtag and how Pharmaceutical companies utilised the channel during this year’s event.
Specially, the research addresses:
- Which pharma companies had the most ‘influence’
- The tweet strategies they deployed to achieve this influence
- Some of our favourite pharma tweets
- Thoughts for #ASCO16

For more information please contact Steve Hunt on steven.hunt@ashfieldhealthcare.com or visit www.ashfieldhealthcare.com.

Published in: Healthcare
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How did pharma use Twitter at ASCO 2015?

  1. 1. www.ashfieldhealthcare.com …. How did pharma use Twitter at ASCO 2015?
  2. 2. www.ashfieldhealthcare.com: Ashfield Commercial & Medical Services2 Pharma has been understandably nervous to use Twitter Complex and limited regulatory guidance Potential liability for user generated content Monitoring burden Character limit makes product content high risk for non-compliance Immediacy of response expected How to monitor for and report adverse events
  3. 3. www.ashfieldhealthcare.com: Ashfield Commercial & Medical Services3 WE USED THE AMERICAN SOCIETY OF CLINICAL ONCOLOGY (ASCO) ANNUAL MEETING TO EXPLORE LATEST TRENDS IN HOW PHARMA IS USING TWITTER
  4. 4. www.ashfieldhealthcare.com: Ashfield Commercial & Medical Services4 Why ASCO? Amongst physicians, oncologists are particularly active online and in social media ASCO is the largest oncologyconference: 30,000attendees from more than 100 countries in 2015 ASCO proactively encourages attendees to engagevia social media with tips, recommended hashtags and ‘Featured Voices’ on Twitter Source: http://www.asco.org/
  5. 5. www.ashfieldhealthcare.com: Ashfield Commercial & Medical Services5 The ASCO effect: #ASCO15 was utilised to raise awareness across all areas of oncology #cancer #oncology #hcsm #btsm #breastcancer #asco14 #lungcancer #melanoma #hpm Tweeters took the opportunity to highlight specialist topics within oncology, with lung cancer, melanoma and breast cancer being the most discussed tumour types… Healthcare social media – a huge topic at this year’s ASCO! POPULAR TWITTER HASTAGS FOR #ASCO15 Note: #hcsm = health care social media #btsm = brain tumour social media #hpm = hospice and palliative medicine
  6. 6. www.ashfieldhealthcare.com: Ashfield Commercial & Medical Services6 0 10000 20000 30000 40000 50000 60000 70000 #ASCO12 #ASCO13 #ASCO14 #ASCO15 It should be noted that the year- on-year growth in tweets has slowed, a sign that the # is reaching maturity? 154% increase 50% increase The use of Twitter and the ASCO hashtag continues to rise and rise! Source: Symplur, Date range: 29th May – 2nd June Numberoftweets
  7. 7. www.ashfieldhealthcare.com: Ashfield Commercial & Medical Services7 Who were the most influential pharma companies using #ASCO15 in 2015?
  8. 8. www.ashfieldhealthcare.com: Ashfield Commercial & Medical Services8 Who had a share of the #ASCO15 conversation? One way to measure the amount of conversation around an event on Twitter is to monitor impressions While follower count will show you the direct impact you can have on users, impressions tells you the total number of people who could have seen your tweet in their feed Impressions include individual tweets, tweets that mention your brand handle, and retweets of your content It should however be noted that impressions are not a good measure of engagement, as it only indicates who potentially could have viewed a tweet Top 10 influencers by impressions Date: 27th May – 2nd June
  9. 9. www.ashfieldhealthcare.com: Ashfield Commercial & Medical Services9 0 10,000,000 20,000,000 30,000,000 40,000,000 50,000,000 #ASCO12 #ACSO13 #ASCO14 #ASCO15 Astra Zeneca BMS Pfizer Genentech Roche Novartis Boehringer Pharma representation in the top 10 influencers, measured by impressions * Source: Symplur, Top 10 by impressions, Date: 27th May – 2nd June (7 days also utilised for previous years) *Genentech were the 11th biggest influencer in 2015, included for illustrative purposes. 2015 saw pharma having a bigger voice in the conversation, with more companies featuring and more impressions being generated Numberofimpressions
  10. 10. www.ashfieldhealthcare.com: Ashfield Commercial & Medical Services10 Pharma participation didn’t end there... Source: Sysomos, Date: 28th May – 2nd June Additional companies tweeting the #ASCO15 hashtag
  11. 11. www.ashfieldhealthcare.com: Ashfield Commercial & Medical Services11 We looked at the top 5 pharma influencers in more detail
  12. 12. www.ashfieldhealthcare.com: Ashfield Commercial & Medical Services12 Roche tweeted almost twice as much as the other top pharma influencers Roche BMS Genentech AstraZeneca Pfizer Total number of #ASCO15 tweets by company Source: Sysomos, Date: 28th May – 2nd June 250 200 150 100 50 0 Numberoftweets
  13. 13. www.ashfieldhealthcare.com: Ashfield Commercial & Medical Services13 BMS Genentech AstraZeneca Roche Pfizer Tweets from the top 5 pharma influencers generated a large number of retweets Retweets are a good measure of engagement and it is clear that BMS and Genentech generated good audience engagement with their tweets. 1000 800 600 400 200 0 100 300 500 700 900 Source: Sysomos, Date: 28th May – 2nd June Total number of #ASCO15 retweets by company - top 20 tweets only Retweets
  14. 14. www.ashfieldhealthcare.com: Ashfield Commercial & Medical Services14 BMS generated over 400 retweets from a single tweet! Thistweet wasone of the most retweeted and favourited around the ASCO15 hashtag Itwould havecontributed significantlyto overall BMS impressions Althoughthisparticulartweet wasquite typicalof thetype of tweets sent during theevent, itshows thatifa few influentialpeople pickup thetweet, it can spread fast(even ifnot allthe engagement waspositiveinits sentiment…). Smart use of hashtagswould likelyhave contributed here, capitalisingon broader oncology terms aswell as‘#DYK?’, a popularacronym, particularlyinPharma tweets. 416 Retweets – 314 Favourites
  15. 15. www.ashfieldhealthcare.com: Ashfield Commercial & Medical Services15 First, we talk about science. That’s at the heart of what we do, and it’s important that we share inspiring science in fun, interesting ways.” Ed Lang Senior director, External Communications, Genentech Genentech utilised #ASCO15 in a number of engaging ways throughout the event Quote sources SOCIAL BUTTERFLIES OR WALLFLOWERS? ;http://www.gene.com/stories/social- butterflies-or-allflowers?utm_source=T&utm_medium=E& utm_content=10123&utm_campaign=ASCO2015; Image source: Twitter We share our views on topics beyond any particular medicine, like regulatory science, clinical trials and patient empowerment” We try, as much as we can, to be creative in how we use digital channels to tell our stories.”
  16. 16. www.ashfieldhealthcare.com: Ashfield Commercial & Medical Services16 0 2000 4000 6000 8000 10000 12000 14000 16000 18000 26-May 27-May 28-May 29-May 30-May 31-May 01-Jun 02-Jun 03-Jun 04-Jun Total #ASCO15 tweets The top 5 pharma influencers extended the life of the congress through the hashtag #ASCO15 was utilised before, during and after the event, however this graph demonstrates that the top 5 pharma influencers were generally more active prior to the event, and less active after the event, when compared to #ASCO15 as a whole. ASCO 2015 0 5 10 15 20 25 30 35 40 45 25-May 26-May 27-May 28-May 29-May 30-May 31-May 01-Jun 02-Jun 03-Jun 04-Jun 05-Jun Genentech Pfizer Bmsnews Aztrazeneca Roche 16,653 #ASCO15 tweets on 31st May! Numberoftweets
  17. 17. www.ashfieldhealthcare.com: Ashfield Commercial & Medical Services17 The top 5 pharma influencers used Twitter for a number of topics Patient Perspective Posts Drug Data Posts Disease Awareness Posts An analysis of the top 20 retweeted tweets from each company showed that these tweets fell into the following 6 topics: Treatment types, disease awareness, drug data, patient perspectives, congress activity and corporate messages.
  18. 18. www.ashfieldhealthcare.com: Ashfield Commercial & Medical Services18 Each pharma company utilised at least 4 topics… 0 2 4 6 8 10 12 14 16 18 20 Roche AstraZeneca Pfizer BMS Genentech Drug data Corporate message Congress activity Patient perspectives Treatment types Disease awareness Disease awareness tweets created the highest amount of engagement, but all topics appeared of interest! A breakdown by topic of the top 20 retweeted tweets for each company Source: Sysomos; Date: 28th May – 2nd June Numberoftweets
  19. 19. www.ashfieldhealthcare.com: Ashfield Commercial & Medical Services19 We explored some of the best tweets from the top 5 pharma influencers
  20. 20. www.ashfieldhealthcare.com: Ashfield Commercial & Medical Services20 Video, infographics, images, storyboards, quizzes and links to resources prompted the most retweets, favourites and interactions… 30 Retweets – 16 Favourites Source: Twitter 67 Retweets – 29 Favourites 29 Retweets – 45 Favourites
  21. 21. www.ashfieldhealthcare.com: Ashfield Commercial & Medical Services21 Source: Twitter And some more… 56 Retweets – 53 Favourites 28 Retweets – 15 Favourites 43 Retweets – 72 Favourites
  22. 22. www.ashfieldhealthcare.com: Ashfield Commercial & Medical Services22 Genentech received a huge number of retweets and favourites for an interactive game posted several times throughout ASCO Source: Twitter 106 Retweets and 227 Favourites throughout ASCO
  23. 23. www.ashfieldhealthcare.com: Ashfield Commercial & Medical Services23 Thoughts for #ASCO16 Given the huge amount of patient-centric focus in the industry, there are additional opportunities to raise the voice of patients socially through the event, be this through pharma-created content or retweeting patient advocacy groups. Let’s bridge the borders!
  24. 24. www.ashfieldhealthcare.com: Ashfield Commercial & Medical Services24 Thoughts for #ASCO16 Twitter and #ASCO15 was still primarily used as a push, ‘one- way’, platform for pharma communications. Additional direct engagement and two-way conversation would be welcomed and the industry must continue to support the regulators to define rules of engagement on the platform.
  25. 25. www.ashfieldhealthcare.com: Ashfield Commercial & Medical Services25 Thoughts for #ASCO16 There were some fantastically creative entries to #ASCO15 that stand up well against other industries. There is certainly no evidence of pharma as ‘laggards’ on Twitter and we fully expect pharma to keep innovating on the platform, resulting in them contributing to an even bigger part of the #ASCO2016 conversation. Watch this space!
  26. 26. www.ashfieldhealthcare.com: Ashfield Commercial & Medical Services26 Authors Steve Huntand Jason Mazurare DigitalStrategistsat Ashfield Healthcare Communications,thegloballeader in multichannel medicaleducation,healthcarecommunications andPR. Theviews presented inthisslidedeck are the authors’ own Contact Steven.hunt@ashfieldhealthcare.com Jason.Mazur@ashfieldhealthcare.com Steve Hunt Jason Mazur
  27. 27. www.ashfieldhealthcare.com: Ashfield Commercial & Medical Services27 AboutAshfieldHealthcareCommunications AtAshfieldHealthcareCommunications, thereisoneguiding principle thatconnects allofouragencies:tohelp patients and healthcare professionalsget themedicines, knowledgeandsupport they needthrough insightful, tailoredandscientificallyrigorous multichannel communications.AshfieldispartofUDGHealthcare, aninternational outsourcingsolutionspartner forthe pharmaceutical industry.

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