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Connecting The Dots: Which pharma companies are succeeding in the social media space?

Ogilvy Health
Ogilvy Health
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Connecting The Dots: Which pharma companies are succeeding in the social media space?

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CONNECTING	
  THE	
  DOTS:	
  
Which pharma companies are
succeeding in the social media space?
APRIL	
  2015	
  	
  |	
  	
  #OgilvyPharmaSocial	
  
2	
  
The Social Media Audit: why we did it
The	
  pharmaceuEcal	
  industry	
  is	
  becoming	
  
increasingly	
  reliant	
  on	
  social	
  media	
  as	
  a	
  key	
  
plaLorm	
  for	
  communicaEng	
  with	
  mulEple	
  
stakeholders.	
  As	
  big	
  believers	
  in	
  the	
  power	
  of	
  	
  
social	
  to	
  transform	
  brands,	
  campaigns	
  and	
  	
  
corporate	
  reputaEon,	
  we	
  wanted	
  to	
  iden0fy	
  	
  
the	
  current	
  big	
  players,	
  and	
  what	
  we	
  can	
  	
  
learn	
  from	
  their	
  efforts.	
  
What we did	
  
3	
  
4	
  
How we analysed the data
We	
  evaluated	
  how	
  each	
  company	
  was	
  performing	
  across	
  six	
  key	
  categories:	
  
Social presence
How	
  many	
  social	
  networks	
  
was	
  the	
  company	
  on?	
  
Activity
Was	
  the	
  content	
  kept	
  fresh	
  with	
  regular	
  updates?	
  
Engagement
Were	
  the	
  companies	
  	
  
engaging	
  their	
  users	
  and	
  	
  
generaEng	
  interest?	
  	
  
1
Social network
How	
  simple	
  and	
  intuiEve	
  was	
  the	
  
connecEon	
  between	
  social	
  networks?	
  	
  
Virality
Was	
  the	
  content	
  spread	
  around	
  
the	
  social	
  sphere?	
  	
  
Community Size
How	
  big	
  was	
  the	
  community?	
  
2
3
4
5
6
Some key findings	
  
5	
  
6	
  
Three distinct groups emerged
The	
  group	
  of	
  companies	
  
ahead	
  of	
  the	
  pack	
  and	
  
‘connec0ng	
  the	
  dots’	
  
have	
  successfully	
  
integrated	
  social	
  media	
  
into	
  their	
  wider	
  
markeEng	
  strategy.	
  
Their	
  content	
  is	
  relevant	
  
and	
  meaningful	
  and	
  	
  
effecEvely	
  engages	
  their	
  
audiences.	
  
Those	
  ‘dabbling	
  with	
  
the	
  dots’	
  have	
  a	
  
substanEal	
  social	
  media	
  
presence	
  but	
  may	
  not	
  
be	
  maintaining	
  a	
  
constant	
  level	
  of	
  	
  
acEvity	
  or	
  aYracEng	
  
loyal	
  followers.	
  	
  
A	
  small	
  subgroup	
  are	
  
‘searching	
  for	
  strategy’:	
  
they	
  know	
  they	
  want	
  to	
  
be	
  involved	
  in	
  social,	
  	
  
but	
  have	
  not	
  had	
  the	
  
strategy	
  to	
  stand	
  against	
  
the	
  compeEEon.	
  	
  
Ad

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Connecting The Dots: Which pharma companies are succeeding in the social media space?

  • 1. CONNECTING  THE  DOTS:   Which pharma companies are succeeding in the social media space? APRIL  2015    |    #OgilvyPharmaSocial  
  • 2. 2   The Social Media Audit: why we did it The  pharmaceuEcal  industry  is  becoming   increasingly  reliant  on  social  media  as  a  key   plaLorm  for  communicaEng  with  mulEple   stakeholders.  As  big  believers  in  the  power  of     social  to  transform  brands,  campaigns  and     corporate  reputaEon,  we  wanted  to  iden0fy     the  current  big  players,  and  what  we  can     learn  from  their  efforts.  
  • 3. What we did   3  
  • 4. 4   How we analysed the data We  evaluated  how  each  company  was  performing  across  six  key  categories:   Social presence How  many  social  networks   was  the  company  on?   Activity Was  the  content  kept  fresh  with  regular  updates?   Engagement Were  the  companies     engaging  their  users  and     generaEng  interest?     1 Social network How  simple  and  intuiEve  was  the   connecEon  between  social  networks?     Virality Was  the  content  spread  around   the  social  sphere?     Community Size How  big  was  the  community?   2 3 4 5 6
  • 6. 6   Three distinct groups emerged The  group  of  companies   ahead  of  the  pack  and   ‘connec0ng  the  dots’   have  successfully   integrated  social  media   into  their  wider   markeEng  strategy.   Their  content  is  relevant   and  meaningful  and     effecEvely  engages  their   audiences.   Those  ‘dabbling  with   the  dots’  have  a   substanEal  social  media   presence  but  may  not   be  maintaining  a   constant  level  of     acEvity  or  aYracEng   loyal  followers.     A  small  subgroup  are   ‘searching  for  strategy’:   they  know  they  want  to   be  involved  in  social,     but  have  not  had  the   strategy  to  stand  against   the  compeEEon.    
  • 7. 7   Pharma is becoming more social
  • 8. 8   So why should pharma use social media? “We want to show that we’re listening and responding to the expectations of society. And that’s probably why social media is so very helpful…We have the opportunity to reach our audiences directly… to have a dialogue” Janet  Morgan,  Director  of  Corporate   ReporEng  and  Content,  GSK   “The conversation is there. People are talking about you, whether you’re active or not. Social media gives you the opportunity to engage in that conversation, to give your position and your statement, and maybe then hopefully change the opinion of one person or two” Patricia  Alves,  Social  Media  and  Community   Manager,  Boehringer  Ingelheim   “Social media has changed the way pharma communicates – it allows companies to build corporate reputation and engage in genuine, meaningful conversations with audiences. For pharma companies who want to stand out from the crowd it’s time to be brave, get personal, educate and integrate social media into their wider marketing strategy.” Rebecca  Canvin,  Social  Media  Manager,     Ogilvy  Healthworld  
  • 9. 9   How can pharma better connect the dots? Six  key  takeaways  which  we  believe  can  help  companies  stand  out  from  the   social  media  crowd.     Be Brave   It’s  not  going  to   be  an  easy  ride   but  the  ROI  can     make  it  worth  the   effort   Get personal     Don’t  just  fire  out   messages,  interact   with  your   followers   Move fast (but  wear  a     life  jacket)     Make  sure  you   deal  with  issues  in   a  Emely  manner   before  things   escalate   Back yourself up     Get  your  medical,   regulatory  and   legal  teams  as   excited  about   social  as  you  are   Give guidance     Plan  for  different   and  ready  to  deal   with  tough   quesEons   Inform and educate   Make  an  effort  to   produce   interesEng   content  that  sets   you  apart  from   your  compeEtors  
  • 10. 10   Want to find out more? Antonia Betts Managing  Director   Ogilvy  HealthPR   Chelsey Toms Digital  Account   ExecuEve   Rick Evans Digital   Strategist   Rebecca Canvin Social  Media   Manager   Andrea Visone Digital  Project   Manager   For  the  full  report  or  for  more  informaEon  contact:   pharmasocial@ogilvy.com