The Social Check-up: how pharma companies are using social media to engage their audiences

  • View
    42.615

  • Download
    1

Embed Size (px)

Transcript

  • 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

    acrossforDATA 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

    1AVE

    RAG

    E W

    EEK

    LY P

    OST

    S

    10

    0

    20

    30

  • 19%

    25%

    13%

    2%8%

    3%

    29%

    27%

    12%

    12% 9%1% Video & link

    1% GIF

    38%

    Link PostImage

    Image & link

    TextVideo

    Congress

    Corporate(company news)

    Corporate socialresponsibility (CSR)

    Diseaseawareness

    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 RATE2.0

    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

    ENG

    AGEM

    ENT

    SCO

    RE

    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

    J&J

    Novartis

    BMS

    Boehringer Ingelheim

    Novo Nordisk

    Roche

    GSKPfizer Lilly

    Merck

    TakedaAllergan

    Size of bubble = size of social communityEngagement 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

    mailto:TheSocialCheckup%40Ogilvy.com?subject=The%20Social%20Check-upmailto:James.Cuthbertson%40pulsarplatform.com?subject=The%20Social%20Check-up

  • 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