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Pharma Twitterama
John Pugh from Boehringer Ingelheim
Who am I
           John Pugh
           Journalist – Online Marketer – Healthcare PR
           www.twitter.com/boehringe...
Today


 • Why we should use twitter
 • What we should tweet
 • How we should tweet
Why we should tweet
Why Boehringer tweet

Communications led initiative

Clear vision of stakeholders
       - Journalists
What we tweet
 • Headlines that link to
   approved press releases
 • Links to digital resources
 • Links to relevant medi...
#FollowPharma
AstraZenecaUS
Very focussed on the US.
Less dialogue than the other accounts

Roche
Plenty of dialogue – ask...
“I keep thinking that we haven’t even begun to tap
into the potential customer service aspect of
Twitter for our brands an...
Measures of success?
 • Number of followers (quantitative)
 • Who they are (qualitative)
 • Tweet subject matter (qualitat...
Number of followers




            Number of followers
Follower growth rate




                       http://twittercounter.com
Types of followers
Media: Editors, writers,
publishers: 38.4%

Comparison
JNJ 14%
Roche 15%
Astra Zeneca US 18%
June 2009 ...
Medical journalists on
Twitter
How to be successful

  •   Date of joining
  •   Number/regularity of updates
  •   Quality of updates
  •   Use of hasht...
Twitter timeline


   Novartis     Astra JNJ                Amgen
   Boehringer Bayer Roche                Sanofi Aventis
...
Updates

   JNJ




Boehringer Ingelheim   Roche
Quality of updates
 Golden rules of Twitter

 # Thou shalt not use DM autoresponders.
 # Thou shalt not beg for retweets.
...
Hashtags
Dialogue and retweets

     I never thought that I would be re-
      tweeting so many other tweets – or
       doing much...
Dialogue and retweets

  We are hoping to refine our metrics as we build our presence on
   Twitter. Currently we measure ...
Traditional PR
A great case study was the recent outbreak of the influenza
   virus: we posted links to educational material and media
  ...
Twitter Ratio
Boehringer
”Respected Among Peer Group”

JNJComm
”Solid Twitter Community Member”

AstraZenecaUS
”Gangsta”

...
Who should run Social Media ?
http://www.popjam.com/
http://www.popjam.com/sylwiapresley
Twitter Types
 Café Media – 14 types of Twitter Personalities

 1. The Purist
 2. The Clever Purist
                      ...
Pharma Twitterama
Pharma Twitterama
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Pharma Twitterama

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Slide from John Pugh's (7/22/09) webinar on "Pharma Twitterama: Exploring the Use of Twitter in Pharma and Healthcare"

See also Shwen Gwee's complimentary presentation: http://www.slideshare.net/shwen/pharma-twitterama

(see: http://www.exlpharma.com/eventDetail.php?id=195 for details)

Pharma Twitterama

  1. Pharma Twitterama John Pugh from Boehringer Ingelheim
  2. Who am I John Pugh Journalist – Online Marketer – Healthcare PR www.twitter.com/boehringer John Pugh Liverpool FC fan, music fanatic, dad twitter.com/johnpugh
  3. Today • Why we should use twitter • What we should tweet • How we should tweet
  4. Why we should tweet
  5. Why Boehringer tweet Communications led initiative Clear vision of stakeholders - Journalists
  6. What we tweet • Headlines that link to approved press releases • Links to digital resources • Links to relevant media articles • Dialogue, questions, answers
  7. #FollowPharma AstraZenecaUS Very focussed on the US. Less dialogue than the other accounts Roche Plenty of dialogue – asking questions, plenty if information, good use of multimedia, JNJComm Much dialogue Much retweeting Personalised approach from Mark Monseau Novartis No dialogue at all. Very traditional approach The first big pharma company onto Twitter GREAT use of hashtags H1N1, tweeted from ASCO
  8. “I keep thinking that we haven’t even begun to tap into the potential customer service aspect of Twitter for our brands and businesses.” Marc Monseau Director, Corporate Media Relations
  9. Measures of success? • Number of followers (quantitative) • Who they are (qualitative) • Tweet subject matter (qualitative)
  10. Number of followers Number of followers
  11. Follower growth rate http://twittercounter.com
  12. Types of followers Media: Editors, writers, publishers: 38.4% Comparison JNJ 14% Roche 15% Astra Zeneca US 18% June 2009 http://twitteranalyzer.com/
  13. Medical journalists on Twitter
  14. How to be successful • Date of joining • Number/regularity of updates • Quality of updates • Use of hashtags • Dialogue and retweets • Traditional PR • Who you follow
  15. Twitter timeline Novartis Astra JNJ Amgen Boehringer Bayer Roche Sanofi Aventis GSK Nov Dec Jan Feb Mar Apr May Jun Jul 2009
  16. Updates JNJ Boehringer Ingelheim Roche
  17. Quality of updates Golden rules of Twitter # Thou shalt not use DM autoresponders. # Thou shalt not beg for retweets. # Thou shalt not autotweet. # Thou shalt not tweet in bunches. # Thou shalt not take your followers on a trip to hashtag hell. # Thou shalt not sex up your avatar. # Thou shalt not oversell. # Thou shalt not overfollow or autofollow. # Thou shalt not sell out. # Thou shalt not tweet before thinking.
  18. Hashtags
  19. Dialogue and retweets I never thought that I would be re- tweeting so many other tweets – or doing much tweeting from public meetings like our shareholders meeting Marc Monseau Director, Corporate Media Relations
  20. Dialogue and retweets We are hoping to refine our metrics as we build our presence on Twitter. Currently we measure success quantitatively by the number of Re-tweets we gain and the number of users who follow us. Qualitative measures include whether or not our Tweets have generated media inquiries or two-way conversations with followers Laura Woodin, Astra Zeneca
  21. Traditional PR
  22. A great case study was the recent outbreak of the influenza virus: we posted links to educational material and media backgrounders on influenza, which we felt might be beneficial to the discussion. We received some media enquiries via Twitter for additional images, b-roll or more information and got very positive feedback for this Sabine Kostevc Corporate Communications, F. Hoffmann-La Roche AG
  23. Twitter Ratio Boehringer ”Respected Among Peer Group” JNJComm ”Solid Twitter Community Member” AstraZenecaUS ”Gangsta” Roche_com ”Am I a Genius?” Novartis ”Likes to Hear His Own Voice” www.twitterratio.com/
  24. Who should run Social Media ?
  25. http://www.popjam.com/ http://www.popjam.com/sylwiapresley
  26. Twitter Types Café Media – 14 types of Twitter Personalities 1. The Purist 2. The Clever Purist Categorise pharma’s 3. The Journalist 4. The Celeb Who Keeps it Real 5. The Link Mogul/Retweeter 6. The Tastemaker 7. The Everyman’s Friend 8. The Spammer 9. The Stalker 10. The Self Promoter 11. The Blog/Site Bot 12. The Clueless 13. The Real Person Who Tries to be a Celeb 14. The Troll and the Meta tweet troll

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