An analysis of Pharmaceutical company Wikipedia corporate pages. It looks at the views, edits and other statistics relating to the Top 5 Pharma companies and their corporate Wikipedia pages. It will be also of interest to Pharma companies considering editing wikipedia

1. Pharma Wikipedia
corporate pages
An analysis
Gary Monk
Presentation includes
speaker notes on slides

2. @garymonk
garywmonk
gary@garymonk.com

4. Introduction
• There is much discussion about the
prominence of pharma products on Wikipedia
less about the company pages themselves
• The goal is to analyse the Wikipedia pages of
the Top 5 pharma companies and identify
some implications and insights
• Note: all analytics data sourced directly from
Wikipedia (all statistics up to 21/2/14)

5. Editing Wikipedia
• I hope these slides are interesting but do be
cautious if they tempt you to edit Wikipedia.
You will need to follow the principles outlined
in my earlier blog

6. Top 5 Pharma’s by employees
OK size may not be
everything and there are
a number of ways to
measure size. I selected
employees as this is a
social presentation about
people
I will use this Rank as
reference point on a
number of the following
slides
Rank
Company
1
Novartis
2
Johnson &
Johnson
3
Sanofi
4
GSK
5
Pfizer
Source: Fiercepharma.com
April 2013

8. 90 Day Wikipedia corporate page views
The views of
corporate pages
are significant for
these companies.
The top 3 have
over 1000 views
per day. Note
rank is size by
employees. There
is little correlation
with Pfizer having
more views
compared to its
rank and Novartis
less proportionally
Company
Page
views
(90 days)
Rank
Johnson &
Johnson
101241
2
Pfizer
97755
5
GSK
96057
4
Novartis
75128
1
Sanofi
38450
3
90 days data up to 21/2/2014

9. Page size in Kilobytes
Company
The pages with
the most content
on them are Pfizer
and Novartis
Page size
(KB)
Rank
Pfizer
69
5
Novartis
63
1
GSK
45
4
Johnson &
Johnson
37
2
Sanofi
16
3
Up to 21/2/2014

10. How old are these pages?
Company
Sanofi is
marginally more
youthful
Pfizer
11.6
Novartis
All these pages
have been around
the Wikipedia
block a bit.
Age
(years)
11.2
Johnson &
Johnson
11.1
GSK
10.9
Sanofi
9.9
Up to 21/2/2014

11. Which are the most edited pages?
GSK is historically
the most edited
page
Note: these pages
get edited a lot so
do not expect
content to stay
static
Company
Edits per
year
(average)
Edits in
previous
year
Rank
GSK
Pages don’t
represent the
rank. (company
size)
157
145
4
Pfizer
140
63
5
Johnson &
Johnson
103
115
2
Novartis
70
188
1
Sanofi
41
27
3

12. Which are the most edited pages?
Fascinatingly,
recently Pfizers
edits have
plummeted and
Novartis’s soared.
More analysis is
needed to say
why, who in terms
of editors has
made these
changes and the
overall sentiment
Company
Edits per
year
(average)
Edits in
previous
year
Rank
GSK
157
145
4
Pfizer
140
63
5
Johnson &
Johnson
103
115
2
Novartis
70
188
1
Sanofi
41
27
3

13. How many unique editors
There are a large
amount of
contributors to
each page.
Note some are
active and some
historical
These are almost
in inverse order of
rank (size by
number of
employees)
Company
# Editors
Rank
Pfizer
854
5
GSK
766
4
Johnson &
Johnson
636
2
Novartis
396
1
Sanofi
231
3
Up to 21/2/2014

14. Which are the most watched pages?
Pfizer and GSK are the pages
most watched by users, but
all pharma pages are closely
watched by many users!
So if you choose to make
any edits yourself a crowd of
Wikipedians are watching
your every move
This correlates with the
previous slide on number of
editors (logical as a
proportion of these will
watch the page)
Company
# page
watchers
Pfizer
152
GSK
136
Johnson &
Johnson
103
Novartis
82
Sanofi
46
Up to 21/2/2014

15. How many edits are made by the top 10%
of editors?
The top 10% of
editors punch
significantly above
their weight in
terms of edits.
Company
Top 10%
Editors
Rank
GSK
49%
4
These 10% are
particularly
influential in the
case of GSK. 10%
of users make
almost half of the
edits!
Novartis
42%
1
Pfizer
39%
5
Johnson &
Johnson
37%
2
Sanofi
35%
3
Up to 21/2/2014

16. How many edits are made by the top 10
editors?
If we consider the
Top 10 Editors
Sanofi comes out
on top. Mainly
because it has less
editors overall.
The next slide
illustrates the
impact of these
Top 10
Company
Top 10
Editors
Rank
Sanofi
40%
3
GSK
26%
4
Novartis
26%
1
Johnson &
Johnson
15%
2
Pfizer
13%
5
Up to 21/2/2014

17. Number of contributions by the Top 10 of
editors
Editor
Rank
Novartis
J&J
Sanofi
GSK
Pfizer
1
2
3
4
5
6
7
8
9
10
85
26
24
16
13
10
7
7
7
7
35
25
19
19
14
14
12
12
10
10
22
18
10
9
8
6
5
5
5
4
156
73
49
40
33
29
22
17
15
14
68
20
18
17
16
15
15
13
12
12

18. Number of contributions by the Top 10 of
editors
Editor
Rank
1
2
The #1 Editor on
3
the Novartis page
is Jytdog He4
outranks his5
peers
significantly AND
6
his Novartis
7
editing history is
relatively short
8
starting in May
9
2013
10
Novartis
J&J
Sanofi
GSK
Pfizer
85
26
24
16
13
10
7
7
7
7
35
25
19
19
14
14
12
12
10
10
22
18
10
9
8
6
5
5
5
4
156
73
49
40
33
29
22
17
15
14
68
20
18
17
16
15
15
13
12
12

19. Number of contributions by the Top 10 of
editors
Editor
I also find fascinating
Novartis
that the #1 Editor on
Rank
the GSK and Pfizer
1
85
pages are in fact the
2
26
the same person
(Rangoon11)
3
24
(who looks like he is
4
16
currently blocked by
13
Wikipedia) 5
6
It is incredible we
7
think of Wikipedia as
a broad community
8
yet 1 person can
9
have such a huge
influence 10
10
7
7
7
7
J&J
Sanofi
GSK
Pfizer
35
25
19
19
14
14
12
12
10
10
22
18
10
9
8
6
5
5
5
4
156
73
49
40
33
29
22
17
15
14
68
20
18
17
16
15
15
13
12
12

20. Number of contributions by the Top 10 of
editors
Editor
Rank
1
2
If you are looking
to challenge3
or
4
make amends on
the corporate
5
pages then these
6
are the top guys
that you need to
7
engage
8
9
10
Novartis
J&J
Sanofi
GSK
Pfizer
85
26
24
16
13
10
7
7
7
7
35
25
19
19
14
14
12
12
10
10
22
18
10
9
8
6
5
5
5
4
156
73
49
40
33
29
22
17
15
14
68
20
18
17
16
15
15
13
12
12

21. How do the companies owned media
perform in google searches?
Google
Rank
1
2
3
4
Novartis
J&J
Sanofi
GSK
Pfizer
Novartis.co.uk
Jnj.com
Sanofi.co.uk
GSK.com/uk
Pfizer.co.uk
Sanofi.com
Wikipedia
Pfizer.com
Wikipedia
49
Wikipedia
UK.novartis.com Careers/jnj.com
Novartis.com
Wikipedia
Wikipedia
40
All company sites do outperform Wikipedia in search, so
there is an opportunity to maintain and increase the
quality of customer experience on these owned media. It
would be interesting to have the companies data to
compare their owned media traffic to that of Wikipedia!
(note this is a UK specific search and may vary in other
markets)
As of 21/2/2014

22. Key Learnings
• The bigger companies Wikipedia pages are seen over
1000 times per day
• GSK has the most edited Wikipedia page however
most pharma co’s will have their pages edited every
few days
• Pfizer & GSK have the most watched pages but all
Pharma pages will be watched by many hawk-eyed
Wikipedians
• There are a relatively high number of editors but a
small kernel has a disproportionate influence
• All companies have a well optimised earned media
presence and opportunity to increase visibility on
their corporate sites

23. Questions?
@garymonk
garywmonk
gary@garymonk.com
Please get in touch