Pharmasphere 2016

Pharmasphere 2016Executive SummaryMarket research study and syndicated advisory servicebenchmarking how pharma companies engage via Twitter

Pharmasphere 2016 2

An analysis of primary corporate Twitter accounts with global audiences*

28 Top Pharma Companies

*Secondary accounts, including brand-specific and country-specific accounts, are excluded from this benchmark, but available upon request.

@abbvie

@actelion_com

@abbottglobal@abbottnews

@amgen

@astrazeneca

@bayer@bayerhealthcare

@bmsnews

@boehringer

@celgene

@gileadsciences

@gsk

@jnjnews@jnjglobalhealth

@astellasus

@lillypad

@merck

@mylannews

@novartis

@novonordisk

@pfizer

@sanofi

@roche

@takedaoncology@merckgroup

@baxter_intl

@biogen

@allergan @ucb_news

@shireplcnew

newnew

new

Pharmasphere 2016 3

An analysis of leading biosimilar specialists and relevant big pharma competitors

23 Top Biosimilar Companies

*Secondary accounts, including brand-specific and country-specific accounts, are excluded from this benchmark, but available upon request.

@alvogenpr

@Alvotech_bio

@AmgenBiosim

@Bioconlimited

@CelltrionDream

@CreaBiomart

@LFB_Group

@stada

@SunPharma_Live

@ZydusUniverse

@bioxpress

@lillypad

@merck

@mylannews

@sandoz_global

@pfizer

@tevapharm@merckgroup

@Cipla_Global

@drreddys

@biocad_ltd

@bmsnews

@boehringer

Pharmasphere 2016

Pharma’s direct audience on Twitter consists of 730k unique accounts with a reach of almost 800 million

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1.7 millionTotal follower relationships

of tracked companies

730 k

Unique followers of tracked companies

On average users follow 2.3 companies

Source: pharma follower analysis, 31.12.2015

total reach of pharma Twittersphere followers

combined

791.7 million

Pharmasphere 2016

Biosimilars Twittersphere- Conversations and Influencers

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The Biosimilars Twittersphere study analyzes the latest discussions on biosimilars, identifying critical topics and areas of interest from relevant stakeholder groups, subject matter experts, and their audiences.

The research includes an assessment of pharma companies’ and emerging biosimilar specialists’ contributions to Twitter biosimilar conversations and recommendations for how pharma can engage with biosimilar stakeholders.

Available August 2016

Pharmasphere 2016

The biosimilars discussion on Twitter is not driven by pharma

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499 biosimilar tweets* 1,709Retweets of biosimilar tweets

Original tweets

Tweets retweeted

Non-followers

Followers

7,913Direct mentions of pharma accounts

Followers

Non-followers

Source: analysis of tweets, Jan 2015-Mar 2016

Pharmasphere 2016

Disease focus of biosimilar tweets grew and diversified

CardiologyOncology Infectious diseases Neurology OtherPulmonaryImmunology Endocrinology

* Sample of 31 global pharma accounts

Source: ubercurious analysis of tweets during 12 months, Jan 2015-Dec 2015 7

2014 20152013

Pharmasphere 2016

Mentions exploded in 2015 with first US biosimilar approval

Source: ubercurious analysis of tweets during 12 months, Jan 2015-Dec 20158

Tweets Retweets Mentions

2014 20152013

Novartis wins 1st US biosimilar approval for Zarxio; Amgen appeals

Novartis wins appeal, Sandoz launches Zarxio

Amgen starts communicating about

biosimilars!!

Pharmasphere 2016

Novartis and Amgen most mentioned on Twitter in regards to biosimilars finally jumped in to communicate

9Source: analysis of tweets on 5 benchmark accounts, Jan 2015-Mar 2016

Ability to Retweet and mentions content key in

creating engagement with relevant audiences,

esp. MS patients

Tweets, reteweets and mentions about biosimilars by pharma twitter accounts

Tweets Retweets Mentions

Pharmasphere 2016

Methodology – Audience Segmentation

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HCPPhysicians, Nurses, Pharmacists, Healthcare Centers/Hospitals, Researchers

IndustryPharma Companies, Trade Associations, Pharma Employees

Media

Medical and Science Publishers, Journalists, Conferences, Investors and Financial Publications

Payor Insurers, Health Authorities, Politicians

Advocacy

Patient Groups, Public Health, Humanitarian

General Public

Non-health individuals and organizations

Influe-holder

ePatients, Health/Medicine Bloggers, Pharma Commentators

Services

Service providers to the pharmaceutical industry (CROs, agencies etc.)

LowQual Insufficient information, spammers

Twitter accounts are continuously segmented based on information in their twitter profiles as well as content tweeted. Accounts indicating more than one possible profession are attributed to most relevant segment from a pharma regulatory perspective e.g. a Physician and Blogger would be segmented as an Healthcare Professional (HCP).

Pharmasphere 2016

Media and Services retweeted and mentioned biosimilar topics on Twitter most in 2015

11Source: analysis of tweets on 5 benchmark accounts, Jan 2015-Mar 2016

Retweets and mentions received, segmented by stakeholder