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Social media at EASD 2018

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The Ogilvy and Convosphere partnership analysed the social media activity over EASD 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 EASD 2018

  1. 1. SOCIAL MEDIA @ EASD 2018
  2. 2. WHO WE ARE 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
  3. 3. EASD ANNUAL MEETING 2018 15,668 Total Tweets around EASD 2018 (1-5 October, 2018) 54 Million Potential Impressions 4,283 Unique Authors 9.9 Mil 11 Mil 13 Mil 14 Mil 6.7 Mil 3,187 3,851 3,720 2,969 1,941 October 1 October 2 October 3 October 4 October 5 Tweets per Day Potential Reach per Day We analyzed Twitter coverage of EASD 2018
  4. 4. TWITTER COVERAGE YEAR ON YEAR 2015 2016 2017 9,243 13,391 14,512 15,668 2018 Steady increase in volume of conversation over the years # posts using the official congress hashtag
  5. 5. Note: Time frame considered: 1st – 5th October, 2018 HCP SHARE OF CONVERSATIONS 27% 38% 35% 40% 2015 2016 2017 2018 HCPs make up 40% of the Twitter users talking about EASD
  6. 6. Note: Time frame considered: 1st – 5th October, 2018 KEY STAKEHOLDER GROUPS Patients, advocating diabetes care and management, shared conference updates
  7. 7. TOP AUTHORS AND MENTIONS 1,100 @EASDnews 480 @sediabetes @redGDPS @estebanjodar 480 410 400 @cristinatejerap The top author was the official EASD handle Note: Time frame considered: 1st – 5th October, 2018 390 390 250 220 210 @sociedadSEEN @drtinahones @dr_kevinlee @cristobmorales @Novonordisk
  8. 8. HARMONY KEY TRIAL MENTIONS Top two trials were based on assessing CV safety in T2D patients 444 GSK and DCRI CARMELINA 287 Boehringer Ingelheim and Eli Lilly RISE 273 NIH’s NIDDK CANVAS 37 Janssen Research & Development EXSCEL 36 AstraZeneca Note: Time frame considered: 1st – 5th October, 2018 Trial name: Sponsored by:
  9. 9. Note: Time frame considered: 1st – 5th October, 2018 KEY HASHTAGS 910 13,000 EASD AWARENESS 330 370 380 410 510 3,200 DISEASE AWARENESS Disease awareness hashtags were frequently used by those talking about EASD
  10. 10. Addition of key topics is more than 100% due to categorization of individual posts into multiple topics. Note: Time frame considered: 1st – 5th October, 2018 KEY TOPICS OF DISCUSSION BY HCPS Research and trials on diabetes was the most frequently discussed topic Disease Presentations/Sessions Treatment Research & Trials 48% 8% 40% 36% 24% Comorbidities
  11. 11. TOP ENGAGING CONTENT Note: Time frame considered: 1st – 5th October, 2018 The top engaging content was mainly from HCPs and researchers
  12. 12. ConvoScore is a weighted Twitter channel performance score, based on overall engagement on Twitter and engagement being driven by Pharma Company Twitter handles at EASD 2018 50% 50% Assigned weight on Overall Twitter Performance: Assigned weight on EASD 2018 Engagement: Overall Twitter Performance Twitter Posts Follower Reach EASD 2018 Engagement Posts around EASD ‘18 Engagement on Posts around EASD ’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
  13. 13. 90 80 70 60 ConvoScore is based on overall engagement on Twitter and performance of posts around EASD 2018 = used paid promotion for tweets TOP PHARMA COMPANIES RANKED AS PER CONVOSCORE
  14. 14. EASD VIRTUAL MEETING • EASD hosted a virtual meeting for those who were unable to attend the congress in person • Gave viewers the chance to watch live sessions and poster presentations • There were 104,000 views of the live sessions over the four days • The videos are also available to view after the event
  15. 15. WHAT HAVE WE LEARNT? Data is the hottest topic (3 of the top x 3 pieces of content were from HCPs/ researchers) Pharma is using paid promo at congress to amplify content Novo led the way in terms of engagement and mentions. Quality content, paid targeting etc
  16. 16. WHAT SHOULD PHARMA DO? 1.Data is the hottest topic. Consider how to bring this to people who can’t attend
  17. 17. WHAT SHOULD PHARMA DO? 2.Think strategically about paid promotion and how best to amplify
  18. 18. WHAT SHOULD PHARMA DO? 3.Consider hosting a satellite social event
  19. 19. 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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