Karthika 2 (1)

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

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

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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)

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

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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

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

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Our social media data, analytics, and trends for all major pharmaceutical companies is comprehensive

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