II-SDV 2013 Pharmaceutical Companies and Social Media: Developing New Strategies

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II-SDV 2013 Pharmaceutical Companies and Social Media: Developing New Strategies

  1. 1. Pharmaceutical Companies and Social Media: Developing New Strategies Jena Cutie jena@saaraams.com Karthika Karindalam karthika@saaraams.com
  2. 2. 1 2 3 2 Executive Summary Best Practices and Strategies Pharma Industry Trends
  3. 3. Executive Summary How do we benchmark social achievements? Best Practices and Strategies Where on social media should pharma engage? Pharma‘s audience is larger on Facebook but Twitter yields higher ROI What drives consumers to be social about health? Pharmaceutical Industry Trends Sanofi, AstraZeneca, Pfizer, Roche, and J&J dominate pharma‘s social media landscape Where are pharma‘s social media success stories? Consumers are drawn to official healthcare providers on social media because they crave more care Benchmarking social media ROI shows achievement builds up in phases 3
  4. 4. Pharma online marketing reached $1 Billion in 2010 Marketing is turning social—even in the pharma industry 4
  5. 5. Best Practices and Strategies Benchmarking social media ROI shows achievement builds up in phases 5 How do we benchmark social achievements? Part I — What is social ROI? Definitions: • Social feedback • Engagement and trust • Proxy ROI model for Twitter Conclusion: Sanofi and AstraZeneca attain highest levels of engagement and trust
  6. 6. more content content comments pharma pharma consumer Consumers engage content Pharma can review comments, fine tune messages, and release more content Social investment generates its own feedback 6
  7. 7. ―Engagement‖ and ―trust‖ are proxies for return on investment Trust Likes on messages on Facebook Followers on Twitter sentiment Engagement User vs. company messages User vs. company tweets activity Following on Twitter Likes on Facebook pages Positive vs. negative posts Retweeted on Twitter Retweets on Twitter 7
  8. 8. Pharma Benchmarks very high high low Q20Pharma engagement levels develop in phases Peak Engagement ROI Score very low 90percentile (retweets/tweets) T8 0.8 0.8 1 1 1 1 1 1 1.8 2 4.8 9 0 1 2 3 4 5 6 7 8 9 10 Astellas Eli Lilly Bayer Boehringer-Ingelheim Johnson & Johnson Novo Nordisk Pfizer Roche Merck Glaxo-Smith Kline Sanofi AstraZeneca All Twitter pages over 24 months(Jan 2011- Dec 2012)
  9. 9. Pharma Benchmarks very high high medium low very low Q20Sanofi & AstraZeneca‘s trust level is superior Peak Trust ROI Score 90percentile (retweeted/tweets) T9 1.8 2 2 2 5.8 6 6.8 9 11.6 11.6 22.4 24.2 25.4 25.8 30.6 34 37.6 45.8 48.8 64.6 65.6 0 10 20 30 40 50 60 70 Merck KGAA Baxter Gilead Hospira Abbott Amgen Bausch + Lomb Eli Lilly Astellas Bayer Takeda Boehringer-Ingelheim Novo Nordisk Roche Johnson & Johnson Pfizer Merck Glaxo-Smith Kline Novartis AstraZeneca Sanofi All Twitter pages over 24 months(Jan 2011- Dec 2012)
  10. 10. 10 Engagement & trust depend on content over volume T10 Astrazeneca Sanofi GSKMerck Novartis Merck KgAA Pfizer J&J Roche Boehringer Low Engagement Size by Average Activity over 24 months All Twitter pages over 24 months(Jan 2011- Dec 2012) High Engagement Low Trust Low Trust High Engagement High Trust Low Engagement High Trust
  11. 11. Best Practices and Strategies Sanofi, AstraZeneca Pfizer, Roche, and J&J dominate pharma‘s social media landscape Where are pharma‘s social media success stories? 11 Part II —Where does pharma have social success? Early adoption is key strategy to attain high fidelity presence Definitions: •social feedback loop • engagement and trust • proxy ROI model for Twitter Twitter findings: Sanofi and Roche attain high levels of engagement, highest level of trust
  12. 12. 2005 2006 2007 2008 2009 2011 2012 First pharmaceutical corporate and product blogPharmaceuticalasstart blogging Johnson& Johnson‘sJNJBTW Pfizer‘sTHINK SCIENCE NOW Glaxo‘s QUESTIONEVERYTHING First pharma Rx branded Youtube channel Pharma‘s first social game Boehringer‘sSYRUM GAME First pharma-sponsored Youtubevideo First pharma youtube channel & facebook page NovoNordisk and Bayer first to join Pinterest http://www.news.pharma-mkting.com/pmn1010-article01.pdf Early adoption is a key indicator of dominance on social media Rocheand Pfizer are first to launch Google+ pages 5.94 3.99 0.94 0.62 0.51 0.48 0.42 0.36 0.30 0.19 0.14 0.09 0.07 0.06 0.04 0.03 0.03 0.01 0.01 0.00 0.00 0.00 0 1 2 3 4 5 6 Millions Early adopters rewarded with high fidelity presence Supporters of Pharma on Social Media Calculatedmonthly using ―Likes this page‖ on Facebook and ―Followers‖ on Twitter TF12
  13. 13. 0 5,000 10,000 15,000 20,000 25,000 Audience Growth on Facebook Roche Boehringer Sanofi Boehringer enjoys benefits of early social media initiation on its main corporate page Boehringer Roche Sanofi Likesthispage Data from main corporate Facebook page for three companies Success is influenced by early social media initiation Boehringer‘s social presence drives more fans to Facebook over Sanofi, a competitor and a relatively late social media entrant F13
  14. 14. Where on social media should pharma engage? Pharma‘s audience is larger on Facebook but Twitter yields higher ROI Pharmaceutical Industry Trends 14 Part III — Where and how can pharma engage? Influence is better than audience: • Facebook has biggest audience • Twitter has biggest influence Smart behavior: • Ask questions • Be personal •Calls to action Definitions: •social feedback loop • engagement and trust • proxy ROI model for Twitter Twitter findings: Sanofi and AstraZeneca attain high levels of engagement, highest level of trust How to win: Early adoption is key strategy to attain high fidelity presence Best Practices and Strategies
  15. 15. Pharma‘s popularity is larger on Facebook 3.0 3.1 3.1 57.5 62.0 64.0 0 20 40 60 80 Nov-12 Dec-12 Jan-13 Audience(Thousands) ―Audience‖ on Facebook and Twitter Twitter Facebook Average audience per page over all pages from Nov 2012 – Jan 2013 TF15 Facebook audience ≈ ‗Likes this page‘ Twitter audience ≈ ‗Followers‘ J&J (27%) GSK (14%) Pfizer (9%) J&J (27%) GSK (14%) Pfizer (8%) J&J (27%) GSK (13%) Roche (10%) J&J (38%) Pfizer (33%) J&J (34%) Pfizer (28%) GSK (14%) J&J (33%) Pfizer (28%) GSK (14%)
  16. 16. Pharma‘s influence is superior on Twitter 34.9 76.0 47.1 34.7 34.2 32.3 0 10 20 30 40 50 60 70 80 Nov-12 Dec-12 Jan-13 Influence(perThousand) ―Influence‖ on Twitter and Facebook Twitter Facebook Average influence per page over all pages from Nov 2012 – Jan 2013 TF16 Facebook influence ≈ ‗Talking about this‘ per 1K audience Twitter has power to influence its audience beyond Facebook Twitter influence ≈ Retweeted per 1K audience members
  17. 17. On Twitter, asking questions generates more feedback 0 10 20 30 40 50 60 0 50 100 150 200 250 UserTweets Company Tweets with Questions Impact of Interactivity on Volume of Feedback Only about 13% of pharma tweets only contain questions Boiling down industry data yields positive correlation between interactivity and user engagement Interactivity calculated from tweets with questions Data trend from all pages Nov 2012 – Jan 2013 Good news: responses are not typically inquiries requiring company action 10% 90% Responses Questions Non- Questions For example @Diabetes_Sanofi asks questions in 22% of tweets but questions are less than 1% of user tweets Interactivity encourages feedback T17
  18. 18. On Twitter, personalization and calls to action have an impact Pharma can improve user engagement on Twitter with interpersonal content and calls to action 5.63% 1.90% 6.42% 1.98% 0% 1% 2% 3% 4% 5% 6% 7% with personal words without personal words with call to action without call to action User Engagement as Percent of Total Tweets Personal content includes words like ‗you‘ Calls to action include words like ‗do‘ or ‗go‘ or ‗watch‘ or ‗see‘ or ‗visit‘ @MyAlli weight loss has higher number personal words @Excedrin has more calls to action than other feeds T18
  19. 19. What drives consumers to be social about health? Pharmaceutical Industry Trends Consumers are drawn to official healthcare providers on social media because they crave more care 19 Part IV — What drives consumers to pharma? Influence is better than audience: • Facebook has biggest audience • Twitter has biggest influence How to win smart : • Be personal • Ask questions •Use calls to action • Therapies triumph over brands • Diabetes and cardiovascular lead the pack • Targeting geo- segments pays off • Customer- oriented activities create interest Definitions: •social feedback loop • engagement and trust • proxy ROI model for Twitter Twitter findings: Sanofi and AstraZeneca attain high levels of engagement, highest level of trust How to win: Early adoption is key strategy to attain high fidelity presence Best Practices and Strategies
  20. 20. Consumer engagement peaks at higher level when content addresses specific therapy focus Facebookdata 2010-Jan 2013 ROI for therapy pages 10 times more than corporate pages F20 General pages = Corporate Brand Pages Therapies = Campaign, Biotech, Therapy, Prescription, Diagnostics, Devices, etc. Roche has no general pages so all pages reflect elevated consumer interest
  21. 21. Social Media data from Oct 2011- Jan 2013 Diabetes and cardiovascular are top therapies on social media F21 In addition to official corporate pages, many companies maintain dedicated pages promoting certain therapies
  22. 22. Roche target audience across different geographies through dedicated pages to promote awareness, diagnosis and Accu-Check management Roche‘s diabetes content is very geo-specific 22
  23. 23. @Power2EndStroke on Twitter is intended for US fans to share info Sanofi‘s Power2EndStroke cardiovascular page attracts consumers from many countries globally T23 Sanofi maintains content for stroke and Atrial Fibrillation awareness and education on @Power2EndStroke
  24. 24. AstraZeneca engage audience with customer oriented activities like Live Twitter chats T24 AstraZeneca wins Healthcare Engagement Strategy 2012‘s Open Dialogue Award for its experiment in Live Twitter chats AstraZeneca hosts 1-hour live Twitter chat promoting prescription savings program ‗AZ& me‘ Live interaction with the company generated a positive feel and potential opportunity to expand customer base
  25. 25. How to win first: Early adoption is key strategy to attain high fidelity presence Definitions: •social feedback loop • engagement + trust • proxy ROI model for Twitter Twitter findings: Sanofi and AstraZeneca attain high levels of engagement, highest level of trust Pharmaceutical Industry Trends 25 Pharma Benefits from Social Media Influence is better than audience: • Facebook has biggest audience • Twitter has biggest influence How to win smart : • Be personal • Ask questions •Use calls to action Consumers prefer: • Therapies over brands • Diabetes and cardiovascular • Geo-specificity • Consumer focus Best Practices and Strategies Step 1: Start Early Being first in market gives pharma companies an advantage Step 2: Start Smart Even a company not starting early can join the race and win by being smarter Step 3: Don‘t Stop ROI advances as consumers become more and more keen to connect with the source of their healthcare via social media
  26. 26. Our social media data, analytics, and trends for all major pharmaceutical companies is comprehensive 26

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