Pharma’s getting savvier about social media – Fierce Pharma Marketing


European companies seem more advanced in using social media to interact with key stakeholders

An extremely interesting report from Ogilvy Healthworld about the strategic use of social media by pharma companies has been published recently. It is possible to access the key points on SlideShare. Just 5 companies out of 14 are getting patients, doctors and the media interested, delivering relevant info, inspiring actual conversations.

Some aggregated trends spotted by Ogilvy:

– 1.3 million Facebook followers

– Average number of pharma tweets per week has gone up by 530% since 2013

– Number of Twitter followers has tripled to 790,000

Who are the best socially positioned companies?

1. Boehringer Ingelheim

2. Bayer

3. Novartis

Patricia Alves from Boehringer quote: “The conversation is already out there. People are talking about you, whether you’re active or not. Social media gives you the opportunity to engage in that conversation, to give your position and your statement, and maybe then hopefully change the opinion of one person or two.”

Some tips from Ogilvy in order to improve the social fingertip of a pharma company:

– Be Brave

– Get Personal

– Move Fast

– Back Yourself Up (from a regulatory point of view)

– Give Guidance

– Inform and Educate

Fierce Pharma Marketing Article

More resources:

Healthcare Marketers Trend Report 2014 – Ogilvy

Engaging patients through social media – 2014 – IMS Institute for Healthcare Informatics

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What Your Tweets Say About You – The New Yorker

Analyzing what is posted online to detect positive and negative emotions, and even heart attack trends

This article shows that you can learn a lot from what is posted online. It is like in real life when you talk to someone, if you know her/him well you can say pretty quickly what’s wrong or whether she/he’s feeling good about her-/himself or her/his level of stress.

What is more interesting is that it has been used in a  recent study to detect trends about heart attacks in the U.S. However, we need to be cautious as people active in social media are not the same as people dying from the disease. Researchers explained that even if people are not the same, the activity in social media can be influenced by the context, the local community, the neighborhood, and reflect a reality in a specific area. The question of causality remains and we are all aware of spurious correlations between 2 trends that have nothing in common.

It will be fascinating to see if more studies based on social media analysis will emerge and what will be the conclusions.

The New Yorker article

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