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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
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
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?
THE MLR REVIEW PROCESS
PHARMA CAN’T POST ON SOCIAL ABOUT THEIR
PRESCRIPTION PRODUCTS (IN MOST MARKETS)
KIM KARDASHIAN WAS FORCED BY FDA TO DELETE
AN INSTAGRAM POST THAT PROMOTED MORNING
SICKNESS DRUG
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
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
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?
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
WHAT IS THE CORPORATE PHARMA SOCIAL
MEDIA COMMUNITY?
PHARMA IS POSTING ON AVERAGE ONCE A DAY
ON FACEBOOK AND 4 TIMES A DAY ON TWITTER
LINK AND IMAGE TYPE POSTS ARE THE MOST
FREQUENTLY SHARED…..
BUT WHAT USE IS CONTENT WITHOUT
ENGAGEMENT?
DISEASE AWARENESS WAS THE MOST OFTEN
SHARED CONTENT...
... BUT OTHER CONTENT THEMES RECEIVED
HIGHER ENGAGEMENT!
THE COMPANIES POSTING THE MOST DIDN’T
RECEIVE THE HIGHEST ENGAGEMENT
ANNOUNCEMENT OF KEY NEWS, EVENTS AND
ACTIVITIES
ISSUES MONITORING AND MANAGEMENT
DIALOGUE WITH PATIENTS, HCPS AND MEDIA
COMMUNICATING DISEASE AWARENESS AND
EDUCATIONAL MATERIALS CONTINUED..
COMMUNICATING CORPORATE / COMPANY
NEWS
WE BELIEVE PHARMA NEEDS TO…
www.slideshare.net/OgilvyCommonHealth/the-social-checkup
Rebecca.Canvin@ogilvy.com
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

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How Pharma companies are using Social Media

  • 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
  • 10.
  • 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..
  • 25. WE BELIEVE PHARMA NEEDS TO…
  • 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

Editor's Notes

  1. *CISION, 2015 http://www.cision.com/us/about/news/2015-press-releases/2015-global-social-journalism-study-finds-journalists-increasingly-rely-on-social-media-to-complete-daily-activities-and-improve-productivity/ **eMarketer, 2012 ***http://www.adweek.com/socialtimes/files/2012/12/social-media-healthcare.png?red=at
  2. We tracked the global corporate social media activity of the top 20 pharma companies over the first half of 2016 Partnering with Pulsar we explored how the industry is creating and using content, and whether the companies are really succeeding in engaging their audiences. There have been several mergers and acquisitions, and indeed new channels launched since this list was formed
  3. Novartis has struggled to gain share with its heart failure med Entresto because of the treatment's high price tag, despite strong endorsements from leading cardiac groups and published research advising physicians to switch to the drug. DTC marketing sparked protests from cardiologists and consumers for its stark depiction equating heart failure to a room filling with water while a patient calmly reads the paper. That ad was quickly discontinued, replaced this spring with more sentimental ads featuring older heart failure patients warbling the Annie show tune "Tomorrow" as they go about their day. Aligning itself with the Rise Above Heart Failure initiative is a much more positive undertaking, and gives Novartis the opportunity to engage in storytelling using digital channels. Interestingly, one of those channels is Facebook Live, which was used to broadcast a live panel discussion on World Heart Day that featured Queen Latifah and medical doctor Karol E. Watson, a professor of medicine/cardiology and the co-director of the UCLA Program in Preventive Cardiology.
  4. Mention slideshare deck as a teaser, encourage clients to take a look or request the report to pass on?