Pharmaceutical Companies and Social Media: Developing New Strategies
Jena Cutie jena@saaraams.com Karthika Karindalam karthika@saaraams.com
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Executive Summary Best Practices and Strategies Pharma Industry Trends
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Executive Summary Best Practices and Strategies How do we benchmark social achievements?
Where are pharma‘s social media success stories?
Benchmarking social media ROI shows achievement builds up in phases
Sanofi, AstraZeneca, Pfizer, Roche, and J&J dominate pharma‘s social media landscape
Pharmaceutical Industry Trends Where on social media should pharma engage?
What drives consumers to be social about health?
Pharma‘s audience is larger on Facebook but Twitter yields higher ROI
Consumers are drawn to official healthcare providers on social media because they crave more care
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Marketing is turning social—even in the pharma industry
Pharma online marketing reached $1 Billion in 2010
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Part I — What is social ROI? Best Practices and Strategies How do we benchmark social achievements?
Definitions: • Social feedback Benchmarking social media ROI shows achievement builds up in phases
• Engagement and trust
• Proxy ROI model for Twitter Conclusion: Sanofi and AstraZeneca attain highest levels of engagement and trust
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Social investment generates its own feedback Consumers engage content
consumer
comments pharma
content
pharma
more content
Pharma can review comments, fine tune messages, and release more content
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―Engagement‖ and ―trust‖ are proxies for return on investment
Likes on Facebook pages
Retweets on Twitter Following on Twitter
Engagement activity User vs. User vs. company company messages tweets
Likes on messages on Facebook
Followers on Twitter
Trust sentiment Retweeted on Twitter
Positive vs. negative posts
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Pharma engagement levels develop in phases very high
90percentile (retweets/tweets)
Peak Engagement ROI Score
Pharma Benchmarks
Q20
AstraZeneca
high
9
Sanofi
4.8
Glaxo-Smith Kline
2
Merck
1.8
Roche
1
Pfizer
1
Novo Nordisk
1
Johnson & Johnson
1
Boehringer-Ingelheim
1
Bayer
1
Eli Lilly
0.8
Astellas
0.8
low
very low All Twitter pages over 24 months(Jan 2011- Dec 2012)
0
1
2
3
4
5
6
7
8
9
T8
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Sanofi & AstraZeneca‘s trust level is superior
90percentile (retweeted/tweets)
Peak Trust ROI Score
Pharma Benchmarks
very high
Q20
Sanofi
65.6
AstraZeneca
64.6
Novartis
high
48.8
Glaxo-Smith Kline
45.8
Merck
37.6
Pfizer
34
Johnson & Johnson
medium
30.6
Roche
25.8
Novo Nordisk
25.4
Boehringer-Ingelheim
24.2
Takeda
low
22.4
Bayer
11.6
Astellas
11.6
Eli Lilly
9
Bausch + Lomb
very low
6.8
Amgen
6
Abbott
5.8
Hospira
2
Gilead
2
Baxter
2
Merck KGAA All Twitter pages over 24 months(Jan 2011- Dec 2012)
1.8 0
10
20
30
40
50
60
70
T9
Engagement & trust depend on content over volume High Engagement
High Engagement
Low Trust
High Trust
Astrazeneca
Sanofi
Roche Boehringer
J&J
Pfizer
Merck
GSK
Low Engagement Merck KgAA
Low Trust
Low Engagement Novartis
High Trust
Size by Average Activity over 24 months
10 All Twitter pages over 24 months(Jan 2011- Dec 2012)
T10
Part II —Where does pharma have social success? Best Practices and Strategies
Definitions: •social feedback loop • engagement and trust • proxy ROI model for Twitter
Twitter findings: Sanofi and Roche attain high levels of engagement, highest level of trust
Where are pharma‘s social media success stories?
Early adoption is key strategy to attain high fidelity presence
Sanofi, AstraZeneca Pfizer, Roche, and J&J dominate pharma‘s social media landscape
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Early adoption is a key indicator of dominance on social media First pharmaceutical corporate and product blog
Pharmaceuticalas start blogging Johnson & Johnson‘s JNJBTW Pfizer‘s THINK SCIENCE NOW Glaxo‘s QUESTION EVERYTHING
First pharma youtube channel & facebook page
First pharma-sponsored Youtube video
2006
6 5
2008
2007
Roche and Pfizer are first to launch Google+ pages
2009
Pharma‘s first social game Boehringer‘s SYRUM GAME
2011
2012
Supporters of Pharma on Social Media
5.94
Calculated monthly using ―Likes this page‖ on Facebook and ―Followers‖ on Twitter
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3.99
Millions
2005
Novo Nordisk and Bayer first to join Pinterest
First pharma Rx branded Youtube channel
Early adopters rewarded with high fidelity presence
0.00
0.00
0.00
0.01
0.03
0.03
0.04
0.06
0.07
0.09
0.14
0.19
0.30
0.36
0.42
0.48
http://www.news.pharma-mkting.com/pmn1010-article01.pdf
0.01
0
0.94
1
0.51
0.62
2
TF12
Success is influenced by early social media initiation 25,000
Audience Growth on Facebook
20,000
Boehringer 15,000
Likes this page
10,000
5,000
Roche Sanofi
0
Roche
Boehringer
Boehringer‘s social presence drives more fans to Facebook over Sanofi, a competitor and a relatively late social media entrant
Sanofi
Boehringer enjoys benefits of early social media initiation on its main corporate page Data from main corporate Facebook page for three companies
F13
Part III — Where and how can pharma engage? Best Practices and Strategies Definitions: •social feedback loop • engagement and trust • proxy ROI model for Twitter Twitter findings: Sanofi and AstraZeneca attain high levels of engagement, highest level of trust How to win: Early adoption is key strategy to attain high fidelity presence
Pharmaceutical Industry Trends Where on social media should pharma engage?
Influence is better than audience: • Facebook has biggest audience • Twitter has biggest influence Pharma‘s audience is larger on Facebook but Twitter yields higher ROI
Smart behavior: • Ask questions • Be personal •Calls to action
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Pharma‘s popularity is larger on Facebook ―Audience‖ on Facebook and Twitter
Facebook audience ≈ ‗Likes this page‘
Twitter audience ≈ ‗Followers‘
Audience (Thousands)
80
60
40
20
57.5
62.0
64.0
J&J (38%) Pfizer (33%)
J&J (34%) Pfizer (28%) GSK (14%)
J&J (33%) Pfizer (28%) GSK (14%)
J&J (27%) GSK (14%) Pfizer (9%)
J&J (27%) GSK (14%) Pfizer (8%)
J&J (27%) GSK (13%) Roche (10%)
3.0
3.1
3.1
Nov-12
Dec-12
Jan-13
0
Average audience per page over all pages from Nov 2012 – Jan 2013
TF15
Pharma‘s influence is superior on Twitter
Twitter influence ≈ Retweeted per 1K audience members
Facebook influence ≈ ‗Talking about this‘ per 1K audience
Influence (per Thousand)
Twitter has power to influence its audience beyond Facebook
―Influence‖ on Twitter and Facebook Twitter
80
76.0
70 60
47.1
50 40
34.9
30
34.7
34.2
Nov-12
Dec-12
32.3
20 10 0
Average influence per page over all pages from Nov 2012 – Jan 2013
Jan-13
TF16
On Twitter, asking questions generates more feedback Impact of Interactivity on Volume of Feedback
Interactivity encourages feedback Good news: responses are not typically inquiries requiring company action
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Interactivity calculated from tweets with questions
50
User Tweets
40
Responses 10% 90%
Questions NonQuestions
For example @Diabetes_Sanofi asks questions in 22% of tweets but questions are less than 1% of user tweets
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Boiling down industry data yields positive correlation between interactivity and user engagement
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10
0 0
50
100
150
200
250
Company Tweets with Questions
Only about 13% of pharma tweets only contain questions Data trend from all pages Nov 2012 – Jan 2013
T17
On Twitter, personalization and calls to action have an impact Pharma can improve user engagement on Twitter with interpersonal content and calls to action Personal content includes words like ‗you‘ Calls to action include words like ‗do‘ or ‗go‘ or ‗watch‘ or ‗see‘ or ‗visit‘
7%
User Engagement as Percent of Total Tweets
6% 5% 4% 3%
6.42%
5.63%
2%
1.90%
1.98%
with personal words without personal words with call to action
without call to action
1% 0%
@MyAlli weight loss has higher number personal words
@Excedrin has more calls to action than other feeds
T18
Part IV — What drives consumers to pharma? Best Practices and Strategies
Pharmaceutical Industry Trends
Definitions: •social feedback loop • engagement and trust • proxy ROI model for Twitter
Influence is better than audience: • Facebook has biggest audience • Twitter has biggest influence
Twitter findings: Sanofi and AstraZeneca attain high levels of engagement, highest level of trust
How to win smart : • Be personal • Ask questions •Use calls to action
How to win: Early adoption is key strategy to attain high fidelity presence
What drives consumers to be social about health?
• Therapies triumph over brands
Consumers are drawn to official healthcare providers on social media because they crave more care
• Diabetes and cardiovascular lead the pack • Targeting geosegments pays off • Customeroriented activities create interest
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ROI for therapy pages 10 times more than corporate pages Consumer engagement peaks at higher level when content addresses specific therapy focus
Roche has no general pages so all pages reflect elevated consumer interest
General pages = Corporate Brand Pages Therapies = Campaign, Biotech, Therapy, Prescription, Diagnostics, Devices, etc.
Facebook data 2010-Jan 2013
F20
Diabetes and cardiovascular are top therapies on social media
In addition to official corporate pages, many companies maintain dedicated pages promoting certain therapies Social Media data from Oct 2011- Jan 2013
F21
Roche‘s diabetes content is very geo-specific Roche target audience across different geographies through dedicated pages to promote awareness, diagnosis and Accu-Check management
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Sanofi‘s Power2EndStroke cardiovascular page attracts consumers from many countries globally
@Power2EndStroke on Twitter is intended for US fans to share info Sanofi maintains content for stroke and Atrial Fibrillation awareness and education on @Power2EndStroke
T23
AstraZeneca engage audience with customer oriented activities like Live Twitter chats AstraZeneca hosts 1-hour live Twitter chat promoting prescription savings program ‗AZ& me‘ Live interaction with the company generated a positive feel and potential opportunity to expand customer base AstraZeneca wins Healthcare Engagement Strategy 2012‘s Open Dialogue Award for its experiment in Live Twitter chats
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Pharma Benefits from Social Media Best Practices and Strategies Definitions: •social feedback loop • engagement + trust • proxy ROI model for Twitter Twitter findings: Sanofi and AstraZeneca attain high levels of engagement, highest level of trust
How to win first: Early adoption is key strategy to attain high fidelity presence
Pharmaceutical Industry Trends Influence is better than audience: • Facebook has
biggest audience • Twitter has biggest influence
How to win smart : • Be personal
• Ask questions •Use calls to action
Consumers prefer: • Therapies over brands • Diabetes and cardiovascular • Geo-specificity • Consumer focus
Step 1: Start Early Being first in market gives pharma companies an advantage Step 2: Start Smart Even a company not starting early can join the race and win by being smarter Step 3: Don‘t Stop ROI advances as consumers become more and more keen to connect with the source of their healthcare via social media
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Our social media data, analytics, and trends for all major pharmaceutical companies is comprehensive
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