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Social Media Analysis Pharma Pd Fvs2

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Social Media Analysis Pharma Pd Fvs2

  1. 1. Big PharmaSocial Media Insights:The Power of Engagement By Craig Sullivan Jan 31, 2012 1
  2. 2. Project Scope • Randomly selected 7 pharmaceutical companies and 1 biotech company – Abbott, Amgen, Bayer, J&J, Merck, Novartis, Pfizer and Sanofi-Aventis • Analyzed Their Twitter Accounts To Identify Best Practices – Launch dates, frequency of activity, content and level of one-on-one engagement with stakeholdersCraig Sullivan 1/31/12 2
  3. 3. Pharma Social Media Challenges ―Bayer Apologizes for Tweeting: Rules are Ambiguous Pharma‘s Never-Ending Social Media Nightmare‖—Jim Edwards, CBSNews.com ―Pfizer pulls online Chapstick ad deemed Feedback offensive by critics.‖—Peter Loftus, WallIs Provocative Street Journal Online ―Patient ‗unadvocate‘ lays Siege to Critics Are Sanofi-Aventis VOICES Facebook‖— Empowered Pharma Marketing Blog 3
  4. 4. Twitter Launch Dates 2008 2009 2010 2011 2012Craig Sullivan 1/31/12 4
  5. 5. Twitter Activity Average Tweets Per Month 140 140 120 100 80 55 54 60 40 40 29 27 20 20 12 0 Sanofi JNJ Merck Abbott Novartis Bayer Pfizer AmgenCraig Sullivan 1/31/12 5
  6. 6. Twitter Followers 25000 22,261 19,165 20000 15000 11,401 10000 8,150 4877 Followers 5000 2,543 1,806 2875 0Craig Sullivan 1/31/12 6
  7. 7. 2011 4Q Twitter Content 300 250 200 J&J 150 Pfizer 100 Novartis Merck 50 Amgen 0 Bayer Abbott Sanofi AventisCraig Sullivan 1/31/12 7
  8. 8. Are Pharma Twitter Communications Two Way? 39% 0.4 0.3 0.2 17% 17% 9% 0.1 5% 3% % of replies to @s 1% 0% 0Craig Sullivan 1/31/12 8
  9. 9. Two-Way Twitter Activity of Other Well-Known Companies 80% 0.8 0.7 60% 52% 0.6 0.5 0.4 % Replies to @s 0.3 0.2 0.1 0 Geico Ford SouthwestCraig Sullivan 1/31/12 9
  10. 10. Sanofi-Aventis’s Commitment to Diabetes 2010 Annual Sales Patent Expiration $3.5 Billion 2015 $478 Million Expired $177 Million 2018 $133 Million Expired Lyxumia – NDA submitted in 2011 3Q to EU authorities for Type 2 Diabetes Lixisenatide - In late-stage clinical trials for Type 2 DiabetesCraig Sullivan 1/31/12 10
  11. 11. Sanofi Aventis launches Twitter Account Focusing on Diabetes Sanofi_Diabetes 150 160 @Diabetes_Sanofi Twitter: 140 120 100 80 • Launched Sept. 2010 60 40 20 0 • Average Monthly Tweets = 86 • Followers = 2170 4Q 2011 Twitter ActivityCraig Sullivan 1/31/12 11
  12. 12. @Diabetes_Sanofi Twitter Follower Engagement In 4Q 2011140 @Reply Topics for Sanofi 124120 • Sharing jokes100 89 80 Sanofi • Trading diabetic recipes 60 Aventis Pfizer • Acknowledging event 40 participation 20 12 Novartis • Thanking advocates for 0 visiting Sanofi-Aventis • Requesting bloggers to follow @Diabetes_SanofiCraig Sullivan 1/31/12 12
  13. 13. The Reach of Engagement Twitter Launch 2Q 2009 1Q 2011 Total Followers 8,150 2,170 % of @replies 1% 17% 4Q 2011 Active Followers 75 87 Active Followers’ Followers 54,000 100,000+Craig Sullivan 1/31/12 13
  14. 14. Sampling of @Diabetes_Sanofi Active Followers in 2011 4Q Name Affiliation Followers @Annbartlet Diabetic & Advocate 1545 @Portablepancreasgirl Diabetic& Blogger 1045 @Climbingdiabetes Diabetic & Blogger 219 @Birdwingpress Advocacy Group 219 @JDRFAdvocacy Advocacy Group 6889 @duke_guerro Diabetic & Advocate 216 @BibBrian1775 Diabetic 21 @Golnik Diabetic 67 @AgaMatrix Diabetes Equip. Co. 348 @AnneMarieTiel Diabetic & Advocate 99 @scottstrumello Diabetic& Advocate 921 @BadPancreas Diabetic & Advocate 966 Eighty-seven followers, including diabetes advocates, advocacy groups and bloggers, who retweeted @Diabetes_Sanofi contentCraig Sullivan 1/31/12 14
  15. 15. @Diabetes_Sanofi Active Twitter Followers in 2011 4Q @Diabetes_Sanofi active 2011 4Q followers around the country. Their followers – 100,737.Craig Sullivan 1/31/12 15
  16. 16. Summary Many pharma companies continue to limit their social media use to talking – not listening Some companies are finding ways to use it to have conversations and foster relationships with followers Engaged followers means broader reach into important stakeholder groupsCraig Sullivan 1/31/12 16

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