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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.
The Social Check-up: how pharma companies are using social media to engage their audiences
• How to address the balance between created and curated content?
• What forms of content are proving most popular with
• What use is content without engagement?
• What does the future hold for pharma and social media?
2,184,601 1,520,745 59,606 31,304
168,046 76,037 3,311 5,217
x13 x20 x18 x6
PAGE LIKES SUBSCRIBERSFOLLOWERS FOLLOWERS
WHAT IS THE CORPORATE PHARMA SOCIAL
HOW OFTEN DOES PHARMA POST?
(nearly 4 times a day)
Video & link
Link Post Congress
Pharma industry news
Product and research updates
DISEASE AWARENESS WAS THE MOST
FREQUENTLY SHARED CONTENT...
CONTENT THEME DISTRIBUTION (%)
AVERAGE ENGAGEMENT RATE
...BUT OTHER CONTENT THEMES RECEIVED
NO. OF POSTS
0 100 200 300 400 500 600 700 800 900 1000 12001100 1300 1400 1500 1600 1700
Teva Gilead Sciences Astellas
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
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
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