Over the past decade, the rise of social media has caused a huge shift in the way businesses interact with customers. Pharma, often thought of as a guarded industry when it comes to social, is upping its game and using social to reach a wide audience including patients and healthcare professionals.

1. The webinar will start shortly…
Thanks for joining us today!

2. Hello!
Sameer Shah
Research Manager
at Pulsar
@Laurieec1
Rick Evans
Digital Strategist at
Ogilvy Healthworld
@RickAEvans
Becky Canvin
Social Media Director at
Ogilvy Healthworld
@BeckyCanvin
Laurie Close
Global Brand Partnerships
Social@Ogilvy
@Laurieec1

3. THE SOCIAL CHECK-UP: WHY WE DID IT
• Huge shift in the way
businesses interact with
customers on social media in
past 10 years
• Pharma is starting to learn how
to work within regulatory and
compliance boundaries to
reach a wide audience
• No longer the sole goal of
social marketers to cultivate a
brand with biggest following
• Quality content is taking
precedence

4. PHARMACEUTICAL COMPANIES HAVE BEEN
HESITANT TO EMBRACE SOCIAL MEDIA
4
“Replying to online
interactions”
“Reporting adverse
events”“Don’t have the
resource”
“Technical challenges”
“Lack of knowledge
about how to
successfully use social
media”
“Lack of regulatory
transparency”
“Don’t know how to
measure it effectively”
Why are pharma
companies
hesitant to use
social media?

5. THE MLR REVIEW PROCESS

6. PHARMA CAN’T POST ON SOCIAL ABOUT THEIR
PRESCRIPTION PRODUCTS (IN MOST MARKETS)

7. KIM KARDASHIAN WAS FORCED BY FDA TO DELETE
AN INSTAGRAM POST THAT PROMOTED MORNING
SICKNESS DRUG

8. PATIENTS, PHYSICIANS AND MEDIA BELIEVE
SOCIAL MEDIA IS IMPORTANT
8
50%
of journalists
report they
wouldn’t be able to
do their job
without social
media
60%
of US physicians
believe that using
social media helps
improve the quality
of patient care
discuss health-
related issues
on social
media
in 3
people

9. PHARMA COMPANIES CAN USE SOCIAL MEDIA
EFFECTIVELY WHILE COMPLYING WITH RULES AND
REGULATIONS
9
Educate
and raise
disease
awareness
Build
relationships
and trust
with
followers
Recruit
volunteers
Opportunity
to be
transparent
Distribute
news
announcem
ents
Promote
upcoming
events
Increase
awareness
of
campaigns
Hear what
people say
about
disease areas
Ensure
accurate
info is
provided
Connect
with
physicians,
patients and
media

11. WE INVESTIGATED…..
• How to address the balance between created and curated
content?
• What forms of content are proving most popular with pharma
audiences?
• How engaging is the content published by pharma companies?
• What does the future hold for pharma and social media?

12. HOW WE ANALYSED THE DATA
• We tracked the activity of the top 20 corporate global social media
pages using Pulsar CORE on Twitter, Instagram, Facebook and
YouTube, from January 19th to June 19th 2016.
• The companies were taken from PM Live’s Top Pharma Companies
by global revenue

13. WHAT IS THE CORPORATE PHARMA SOCIAL
MEDIA COMMUNITY?

14. PHARMA IS POSTING ON AVERAGE ONCE A DAY
ON FACEBOOK AND 4 TIMES A DAY ON TWITTER

15. LINK AND IMAGE TYPE POSTS ARE THE MOST
FREQUENTLY SHARED…..

16. BUT WHAT USE IS CONTENT WITHOUT
ENGAGEMENT?

17. DISEASE AWARENESS WAS THE MOST OFTEN
SHARED CONTENT...

18. ... BUT OTHER CONTENT THEMES RECEIVED
HIGHER ENGAGEMENT!

19. THE COMPANIES POSTING THE MOST DIDN’T
RECEIVE THE HIGHEST ENGAGEMENT

20. ANNOUNCEMENT OF KEY NEWS, EVENTS AND
ACTIVITIES

21. ISSUES MONITORING AND MANAGEMENT

22. DIALOGUE WITH PATIENTS, HCPS AND MEDIA

23. COMMUNICATING DISEASE AWARENESS AND
EDUCATIONAL MATERIALS CONTINUED..

24. COMMUNICATING CORPORATE / COMPANY
NEWS

25. WE BELIEVE PHARMA NEEDS TO…

26. www.slideshare.net/OgilvyCommonHealth/the-social-checkup
Rebecca.Canvin@ogilvy.com

27. Questions?
Sameer Shah
Research Manager
at Pulsar
@Laurieec1
Rick Evans
Digital Strategist at
Ogilvy Healthworld
@RickAEvans
Becky Canvin
Social Media Director at
Ogilvy Healthworld
@BeckyCanvin
Laurie Close
Global Brand Partnerships
Social@Ogilvy
@Laurieec1