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The Social Check-up: how pharma companies are using social media to engage their audiences

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Over the past decade, the rise of social media has caused a huge shift in the way businesses interact with their customers. Even pharma, a sometimes cautious industry when it comes to social, is starting its own conversations online and learning how to work within regulatory and compliance boundaries to reach a wide audience including patients and healthcare professionals. It’s no longer the sole goal of social marketers to cultivate the brand with the biggest following; increasingly, the provision of quality content is taking precedence. Yet how the content translates into user engagement, in the form of retweets, likes and shares, is what can ultimately determine the channel’s success.

For this edition of the Social Check-up, we tracked the global corporate social media activity of the top 20 pharma companies over the first half of 2016 and investigated whether the companies are really succeeding in engaging their audiences.

Published in: Social Media

The Social Check-up: how pharma companies are using social media to engage their audiences

  1. 1. September 2016 Audience Intelligence
  2. 2. WE INVESTIGATED • How to address the balance between created and curated content? • What forms of content are proving most popular with pharma audiences? • What use is content without engagement? • What does the future hold for pharma and social media? THE TOP 20 PHARMA COMPANIES 57 SOCIAL NETWORK PROFILES acrossfor DATA FROM FIRST HALF OF 2016
  3. 3. PHARMA SOCIAL MEDIA COMMUNITY SIZE 2,184,601 1,520,745 59,606 31,304 168,046 76,037 3,311 5,217 Subscribe x13 x20 x18 x6 PAGE LIKES SUBSCRIBERSFOLLOWERS FOLLOWERS AVERAGE TOTAL PHARMA SOCIAL MEDIA CHANNELS WHAT IS THE CORPORATE PHARMA SOCIAL MEDIA COMMUNITY?
  4. 4. HOW OFTEN DOES PHARMA POST? 26 4 (nearly 4 times a day) 7 1 AVERAGEWEEKLYPOSTS 10 0 20 30
  5. 5. 19% 25% 13% 2% 8% 3% 29% Video & link % GIF 38% Link Post Congress Corporate (company news) Corporate social responsibility (CSR) Disease awareness Pharma industry news Product and research updates Other CONTENT THEMES DISEASE AWARENESS WAS THE MOST FREQUENTLY SHARED CONTENT...
  6. 6. CONTENT THEME DISTRIBUTION (%) 30 20 10 0 AVERAGE ENGAGEMENT RATE 2.0 1.5 1.0 0 0.5 Disease awareness Corporate (company news) Congress Corporate social responsibility Product and research updates Other Pharma industry news ...BUT OTHER CONTENT THEMES RECEIVED HIGHER ENGAGEMENT!
  7. 7. 220K 200K 180K 160K 140K 120K 100K 80K 60K 40K 20K 0K ENGAGEMENTSCORE NO. OF POSTS 0 100 200 300 400 500 600 700 800 900 1000 12001100 1300 1400 1500 1600 1700 AVERAGE AVERAGE Teva Gilead Sciences Astellas AstraZeneca Sanofi Abbvie Bayer Amgen JJ Novartis BMS Boehringer Ingelheim Novo Nordisk Roche GSK Pfizer Lilly Merck Takeda Allergan Size of bubble = size of social community Engagement score = a weighted score of likes x1 + comments x2 + shares and retweets x5 THE COMPANIES POSTING THE MOST DID NOT NECESSARILY RECEIVE THE MOST ENGAGEMENT
  8. 8. WE BELIEVE PHARMA NEEDS TO... Develop strategic approaches that encourage a two-way conversation, engaging and inspiring audiences to retweet, share and comment Develop a greater understanding of their social audiences, so they know how to maintain engagement, whilst simultaneously attracting new followers Put engagement at the heart of communications strategies, using tactics such as paid social to target and reach relevant audiences Consider a healthy balance of created, curated and co-created content, developed with their audiences in mind Understand what interests audiences, and how different content types can drive different types of engagement
  9. 9. INTERESTED IN THE FULL REPORT? To request the full report or to speak with Ogilvy Healthworld about your social presence, please contact TheSocialCheckup@ogilvy.com Curious to hear how you can benefit from data driven insights using Pulsar? Please contact James.Cuthbertson@pulsarplatform.com
  10. 10. OGILVY HEALTHWORLD REBECCA CANVIN Social Director RICK EVANS Digital Strategist CHELSEY TOMS Account Manager PHILIPPA MCCLURE Senior Account Manager PULSAR GIUSEPPE POLIMENO Head of Digital Research SAMEER SHAH Research Manager MEET THE TEAM Audience Intelligence

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