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The webinar will start shortly…
Thanks for joining us today!
Hello!
Sameer ShahResearch Manager
at Pulsar@Laurieec1
Rick EvansDigital Strategist at Ogilvy Healthworld
@RickAEvans
Becky CanvinSocial Media Director at
Ogilvy Healthworld@BeckyCanvin
Laurie CloseGlobal 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 relationshi
ps and trust with followers
Recruit volunteer
s
Opportunity to be
transparent
Distribute news
announcements
Promote upcoming
events
Increase awarenes
s of campaign
s
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…
Questions?
Sameer ShahResearch Manager
at Pulsar@Laurieec1
Rick EvansDigital Strategist at Ogilvy Healthworld
@RickAEvans
Becky CanvinSocial Media Director at
Ogilvy Healthworld@BeckyCanvin
Laurie CloseGlobal Brand Partnerships
Social@Ogilvy@Laurieec1
