The document analyzes pharmaceutical company presence and conversations on Twitter. It finds that Novartis has many disconnected mentions that do not link to or follow the company, representing a fragmented brand cluster. In contrast, Boehringer is part of a highly interconnected community around healthcare topics, with 73% of participants following the company - a community cluster that amplifies Boehringer's messages. The community helps Boehringer achieve a greater reach on Twitter than its follower count alone would suggest.

1. Pharma’s DNA on twitter
How healthcare conversations shape the pharma brand

2. From literacy

3. ...to health literacy

4. The healthcare hashtag convo on twitter1
563,447 Disease Tweets
293,966 Disease participants
...in a week
1 Symplur healtcare hashtag project: http://www.symplur.com/healthcare-hashtags/diseases/

5. The pharma brand convo on twitter
1,892 1,455 tweets
9,486 4,613 mentions
5,581 2,231 participants
...in a year!!!!
Source: 2014 Pharma Twittersphere Benchmark, TeamCurious Analyisis, November 5th, 2014

7. Let’s sequence the Pharma twitter convo
Stakeholders
Topics
Source: 2014 Pharma Twittersphere Benchmark, TeamCurious Analyisis, November 5th, 2014

8. 1892
Most Novartis tweets are about Cancer
Malaria
Healthcare Pharma
Cancer
Cardio Rare
Source: 2014 Pharma Twittersphere Benchmark, TeamCurious Analyisis, November 5th, 2014

9. Which is also where it is most mentioned
Cancer
Advocacy Blogger
HCP Media
512
Cancer 836
Source: 2014 Pharma Twittersphere Benchmark, TeamCurious Analyisis, November 5th, 2014

10. A lot of interest in Novartis malaria activities
Advocacy Blogger
HCP Media
Malaria ...but few Novartis Malaria tweets!
Source: 2014 Pharma Twittersphere Benchmark, TeamCurious Analyisis, November 5th, 2014

11. Large number of disconnected participants mention Novartis
Advocacy Blogger
55%
of accounts mentioning Novartis
also follow the company
HCP Media
Source: 2014 Pharma Twittersphere Benchmark, TeamCurious Analyisis, November 5th, 2014

12. Novartis DNA on twitter: fragmented brand clusters1
Novartis has large numbers of
disconnected contributors who
mention them but do not link to or
follow one another.
Pew calls this a brand cluster
conversation.
1. Pew Internet Org: Conversational archetypes- six conversation and group network structures in twitter
http://www.pewinternet.org/2014/02/20/part-2-conversational-archetypes-six-conversation-and-group-network-structures-in-twitter/

13. Boehringer tweets most about Respiratory and Cancer
1455
Respiratory
Healthcare
Pharma
Cancer
Rare Diabetes
Cardio
Source: 2014 Pharma Twittersphere Benchmark, TeamCurious Analyisis, November 5th, 2014

14. ...but actively participates in the healthcare discussion
Healthcare
Pharma
Community
Community
Source: 2014 Pharma Twittersphere Benchmark, TeamCurious Analyisis, November 5th, 2014

15. Highly interconnected community built around pharma and
healthcare topics mention Boehringer
Community
Community
73%
of participants follow Boehringer
Source: 2014 Pharma Twittersphere Benchmark, TeamCurious Analyisis, November 5th, 2014

16. Boehringer’s DNA on twitter: community cluster1
Boehringer part of a community that
is heavily interconnected and that
amplifies each other’s messages
across network.
Pew calls this a community cluster
conversation.
1. Pew Internet Org: Conversational archetypes- six conversation and group network structures in twitter
http://www.pewinternet.org/2014/02/20/part-2-conversational-archetypes-six-conversation-and-group-network-structures-in-twitter/

17. Boehringer’s DNA on twitter amplified by community
100 k 41 k followers
62 mio 57 mio reach
Source: 2014 Pharma Twittersphere Benchmark, TeamCurious Analyisis, November 5th, 2014

18. German wall 1989