Presentation as pdf

Pharmaceutical Companies and
Social Media: Developing New
Strategies
Jena Cutie
[email protected]
Karthika Karindalam
[email protected]
1
2
Executive Summary
Best Practices and Strategies
Pharma Industry Trends
3
2
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
3
Marketing is turning social—even in the pharma industry
Pharma online marketing reached $1 Billion in 2010
4
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
5
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
6
―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
7
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
10
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
11
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
4
3
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
14
Pharma‘s popularity is larger on Facebook
―Audience‖ on Facebook and Twitter
Facebook
audience ≈
‗Likes this
page‘
Twitter
audience ≈
‗Followers‘
Audience (Thousands)
Twitter
Facebook
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
Facebook
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
60
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
30
Boiling down industry
data yields positive
correlation between
interactivity and user
engagement
20
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
19
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
22
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
T24
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
25
Our social media data, analytics, and trends
for all major pharmaceutical companies is comprehensive
26