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Social media at ASCO 2018

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In partnership with Convosphere, our teams together analysed the social media activity over ASCO 2018 from pharma, HCPs, experts and health organisations. To find out more from our findings, email thesocialcheckup@ogilvy.com

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Social media at ASCO 2018

  1. 1. SOCIAL MEDIA @ ASCO 2018
  2. 2. ASCO ANNUAL MEETING 2018 90,309 Total Tweets around ASCO 2018 (1-5 June, 2018) 500 Million Potential Impressions 20,600 Unique Authors 19 Mil 26 Mil 32 Mil 42 Mil 97 Mil 21,043 23,151 21,657 13,190 11,268 June 1 June 2 June 3 June 4 June 5 Tweets per Day Potential Reach per Day We analyzed Twitter coverage of ASCO 2018
  3. 3. TWITTER COVERAGE YEAR ON YEAR 2015 2016 2017 56,871 86,249 93,569 90,309 2018 Conversation has peaked and plateaued
  4. 4. Note: Time frame considered: 1st – 5th June, 2018 HCP SHARE OF CONVERSATIONS 28% 35% 40% 40% 2015 2016 2017 2018 HCPs make up 40% of the Twitter users talking about ASCO
  5. 5. Note: Time frame considered: 1st – 5th June, 2018 KEY STAKEHOLDER GROUPS Media second greatest driver of conversation at ASCO 2018
  6. 6. TOP AUTHORS AND MENTIONS 8,300 @ASCO 1,000 @GlopesMd @montypal990 830 750 670 670 570 550 520@sloan_kettering @MDAndersonNews @DrChoueiri @theNCI @DanaFarber @ASCOPres @ConquerCancerFd The top handles were mainly US cancer institutes Note: Time frame considered: 1st – 5th June, 2018
  7. 7. TAILORx KEY TRIAL MENTIONS Key trials discussed covered a range of different cancers 2,685 NCI / Breast Cancer Research Foundation, Komen Foundation Breast Cancer CARMENA 1,418 Pfizer / Assistance Publique Renal Cell Carcinoma KN 042 332 Merck & Co / MSD NSCLC PRODIGE 7 148 UNICANCER Colorectal Cancer CM 227 73 BMS NSCLC Note: Time frame considered: 1st – 5th June, 2018 Trial name: Sponsored by:
  8. 8. Note: Time frame considered: 1st – 5th June, 2018 KEY HASHTAGS 5,100 8,000 78,000 ASCO AWARENESS 1,500 1,700 2,200 2,400 3,700 4,100 5,300 DISEASE AWARENESS Disease awareness hashtags were frequently used by those talking about ASCO
  9. 9. Based on share of total cancer types mentioned (~16,000 Tweets) Based on share of total cancer types mentioned (~13,000 Tweets) Brain 6% Lung 29% Breast 32% Pancreas 2% Skin 10% Prostate 14% 2017 Colorectal 2% KEY CANCER TOPICS DISCUSSED Lung and breast cancer conversations dominated in 2017 & 2018 Brain 4% Lung 34% Breast 39% Pancreas 7% Skin 7% Colorectal 4% 2018 Prostate 4% Note: Time frame considered: 1st – 5th June, 2018
  10. 10. Disease (Tumor Types) Presentations/Sessions Clinical Trials Event Promotion 48% 12% 40% 28% 20% Treatment Technology 4% Addition of key topics is more than 100% due to categorization of individual posts into multiple topics. Note: Time frame considered: 1st – 5th June, 2018 KEY TOPICS OF DISCUSSION BY HCPS Session and event promotion was the most frequently discussed topic
  11. 11. ConvoScore is a weighted Twitter channel performance score, based on overall engagement on Twitter and engagement being driven by Pharma Company Twitter handles at ASCO 2018 50% 50% Assigned weight on Overall Twitter Performance: Assigned weight on ASCO 2018 Engagement: Overall Twitter Performance Twitter Posts Follower Reach ASCO 2018 Engagement Posts around ASCO ‘18 Engagement on Posts around ASCO ’18 ConvoScore, is calculated by generating ratings based on key Twitter engagement and reach parameters which is further rationalized to form a score between 20 to 100 with 100 being the most desirable score. WE USED CONVOSCORE TO MEASURE PHARMA COMPANY SOCIAL ENGAGEMENT
  12. 12. 75 65 65 60 ConvoScore is based on overall engagement on Twitter and performance of posts around ASCO 2018 TOP PHARMA COMPANIES RANKED AS PER CONVOSCORE
  13. 13. WHAT HAVE WE LEARNT? Volume of Twitter coverage at ASCO has significantly increased over the past 3 years but reduced slightly since 2017 (93,569 in 2017 vs 90,309 in 2018) HCPs had the largest share of conversation on social media and pharma only had 5% of conversation share The most engaged with content contained news- worthy information and very detailed images Although Amgen was the most mentioned pharma company, Roche was the top company in terms of engagement
  14. 14. WHAT SHOULD PHARMA DO? 1.Control content pollution at congress
  15. 15. WHAT SHOULD PHARMA DO? 2.Understand what content types and formats the audience wants
  16. 16. WHAT SHOULD PHARMA DO? 3.Stay on top of the latest trends and developments in social media
  17. 17. CHLOE PARTIKAS Social Director Ogilvy Healthworld REBECCA CANVIN Director of Social Media Ogilvy Healthworld JACKIE CUYVERS Chief Executive Officer Convosphere RICK EVANS Senior Digital Strategist Ogilvy Healthworld info@convosphere.com thesocialcheckup@ogilvy.com CONTACT US To find out more & discover how our experts can enhance social activity at congress Convosphere: +44 (0)20 3858 0235 Ogilvy Healthworld: +44 (0)7770 331 436

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