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September 2016
Audience Intelligence
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
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?
HOW OFTEN DOES PHARMA POST?
26
4
(nearly 4 times a day)
7
1
AVERAGEWEEKLYPOSTS
10
0
20
30
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...
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!
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
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
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
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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The Social Check-up: how pharma companies are using social media to engage their audiences

  • 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. 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. HOW OFTEN DOES PHARMA POST? 26 4 (nearly 4 times a day) 7 1 AVERAGEWEEKLYPOSTS 10 0 20 30
  • 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. 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. 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. 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. 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