social media report - pharmaceutical companies 2016
TRANSCRIPT
Pharmaceutical CompaniesSocial Media ReportJanuary 1st – December 31st, 2016
Table of Contents Industry Insights
Leaderboards
Facebook Posts
Tweets
LinkedIn Posts
Reach & Impressions
Organic & Promoted Posts
Top Campaigns on Facebook
Top Campaigns on Twitter
Hashtags
Most Engaging Facebook Posts
Most Engaging Content
Customer Service
- Reply Time
- Response Rate
Key Takeaways
Brands Analyzed in this report include: Bayer, Boehringer Ingelheim, Bristol-Myers Squibb, Eli Lilly and Company, GSK,
Johnson & Johnson, Merck, Novartis, Pfizer, Roche, Sanofi, Novo Nordisk, AbbVie, Allergan, AstraZeneca
Industry Insights
• The average Pharma & Health Page from North America added 31,719 fans in 2016 on Facebook,
which is an increase of 19% from 2015.
• In 2016, Eli Lilly and Company had the best response rate of 6.72%, though this decreased by 4.6%
from 2015.
• In 2016, Roche had the most updates (606), which is an 8% increase from 2015.
• Merck had a higher growth rate (56.3%) than the average Pharma & Health Facebook Page from
North America (26.7%)
• On average, the brands in Pharma & Health Industry from North America posted
24,870 videos and 89,112 images.
Leaderboards
Network
Highest Audience
Size
Bayer
1,964,451
Novartis
206,512
Novartis
15,312
Pfizer
1,423,623
Highest
Growth
Merck
56.35%
Allergan
28.29%
Bayer
453.14%
AbbVie
28.61%
Highest
Engagement
Merck
968
Novo Nordisk
456
Novo Nordisk
536
AbbVie
161
Facebook Posts
0 100 200 300 400 500 600 700 800 900 1000
Bayer
Boehringer Ingelheim
Eli Lilly and Company
GSK
Johnson & Johnson
Merck
Novartis
Novo Nordisk
Pfizer
Roche
Sanofi
Average Engagement Score Number of Facebook Posts
Pfizer had the highest number of Posts on Facebook (938) and Merck had the best engagement (626). The
most engaging Posts by Merck were around the awareness of HPV (Human Papillomavirus) cancer, the
company history and its milestones.
0 500 1000 1500 2000 2500
Bayer
AbbVie
Allergan
AstraZeneca
Boehringer Ingelheim
Bristol-Myers Squibb
Eli Lilly and Company
GSK
Johnson & Johnson
Merck
Novartis
Pfizer
Roche
Sanofi
Average Engagement Score Number of Tweets
TweetsEli Lilly and Company was the most prolific on Twitter (1,956 Tweets) and talked predominantly about cancer.
Allergan received the highest engagement (218) and its content around mental health and prevention of suicide
engaged well with its followers.
0 100 200 300 400 500 600 700
AbbVie
Allergan
AstraZeneca
Boehringer Ingelheim
Bristol-Myers Squibb
Eli Lilly and Company
GSK
Johnson & Johnson
Merck
Novartis
Novo Nordisk
Pfizer
Roche
Sanofi
Average Engagement Score Number of LinkedIn Posts
LinkedIn PostsRoche posted the highest number of updates on LinkedIn (606) engaging people with general questions,
quotes and health tips. AbbVie saw high engagement (161) when it talked about topics like women leaders,
supporting LGBT rights and fighting cancer.
Reach & Impressions
Bayer had the highest Reach (9,748,617) and Impressions (16,351,623). The pharma company’s 360 degree
photo of its logo, which was promoted on its Facebook page, saw the highest Reach (1,236,408) and
Impressions (2,091,555) of all its content in 2016.
0 5 10 15 20
Pfizer
GSK
Sanofi US
Boehringer Ingelheim
Novartis
Bayer
Merck
Novo Nordisk
Johnson & Johnson
Roche
Eli Lilly and Company
Bristol-Myers Squibb
MillionsReach Impressions
Pfizer had the most number of organic Posts (840), which mainly focused on research and development of
medicines. Roche promoted the highest number of Posts (97) and most of these were around Alzheimer’s
disease.
Organic & Promoted Posts
0 100 200 300 400 500 600 700 800 900
Novo Nordisk
Merck
Pfizer
Bristol-Myers
Johnson&Johnson
Roche
Boehringer
Bayer
Eli Lilly
Novartis
GSK
Sanofi
Organic Promoted
Boehringer Ingelheim’s #HiddenHeartchallenge was the most engaging campaign on Facebook, which
challenged its fans to find shapes of hearts from everyday objects and post them on its page along with the
hashtag to remind people with type 2 diabetes to think about their #hearthealth.
Top Campaigns on Facebook
907
970
999
860 880 900 920 940 960 980 1,000
#EndALZ (Eli Lilly and Company)
#BlackHistoryMonth2016 (Sanofi US)
#Hidden Heart Challenge (Boehringer
Ingelheim)
The #WeCanICan cancer awareness campaign was run by a few pharmaceutical companies, but Bristol
Myers Squibb received the highest engagement for it on Twitter. The #ThyroidAwarenessMonth2016 and
#CervicalHealthMonth2016 campaigns also saw high engagement on Twitter for AbbVie and Merck
respectively.
Top Campaigns on Twitter
923
941
995
880 900 920 940 960 980 1000
#ThyroidAwarenessMonth2016 (AbbVie)
#CervicalHealthMonth2016 (Merck)
#WeCanICan (Bristol-Myers Squibb)
Johnson & Johnson’s #jnj was the most used hashtag on Twitter by the brand and its followers.
The pharma brand used the hashtag in most of its Tweets to engage its followers with content on a variety of
topics including health tips, season’s greetings and environmental issues.
Hashtags
366
254
156
189
552
1390
2548
3,602
5722
7460
0 1000 2000 3000 4000 5000 6000 7000 8000
#wearelilly
#bayer
#asco16
#cancer
#jnj
User Tweets Brand Tweets
Most Engaging Facebook PostsNovo Nordisk
20-DEC-16, TUE 7:43PM
Do you want to know about the climate
impact of diabetes products? Follow the
carbon footprint here ..
ENGMT. LIKES COMMENTS SHARES
1,000 34,047 24 33
Eli Lilly and Company
13-DEC-16, TUE 7:03AM
High-deductible insurance plans have put
insulin out of reach for 1 in 10 Americans.
We’ve announced ..
Novartis
12-DEC-16, MON 3:30PM
On November 29, health experts from
around the world came together at our
Basel HQ to discuss respon ..
ENGMT. LIKES COMMENTS SHARES
1,000 273 25 421
ENGMT. LIKES COMMENTS SHARES
1,000 13,374 24 19
Most Engaging ContentTwitter Instagram LinkedIn
Today we announced an agreement to
acquire Monsanto and create an
industry leader. Learn about the ..
14-Sep-16, Wed 08:22AM
ENGMT. FAV. REPLIES RETWEETS
1,000 2,160 224 2,268
Bayer
Today we welcomed 261 new employees to
Novo Nordisk globally and here at
corporate headquarters we ..
05-Jan-16, Tue 12:00AM
ENGMT. LIKES COMMENTS
748 3,371 111
Today we announced the next step in our
unwavering commitment to
#discovery: Lilly’s Dave Ricks..
27-Jul-16, Wed 04:36PM
ENGMT. LIKES COMMENTS FILTER
833 228 3 Normal
Eli Lilly and Company Novo Nordisk
Customer Service - Reply Time
0 10000 20000 30000 40000 50000 60000 70000
AstraZeneca
Eli Lilly and Company
Merck
Sanofi
GSK
Boehringer Ingelheim
Johnson and Johnson
Roche
Bristol-Myers Squibb
AbbVie
Novo Nordisk
Novartis
Pfizer
Bayer
Reply Time (in minutes)
On Twitter, AstraZeneca replied the fastest to their followers (384 minutes on average) while Bayer was the
slowest.
0% 2% 4% 6% 8% 10% 12%
Novo Nordisk
Eli Lilly and Company
Boehringer Ingelheim
Johnson and Johnson
Novartis
Merck
AbbVie
Roche
GSK
Response Rate
Novo Nordisk had the best response rate of 10% on Twitter and GSK was the least responsive (1%).
Customer Service - Response Rate
• On Facebook, pharma companies saw high engagement when they talked about disease awareness,
company history, achievements and milestones.
• On Twitter and LinkedIn, content around disease awareness, causes and health tips resonated well with
the audience.
• Though the top performing hashtags didn’t follow a specific trend, the most used hashtags were either
event related or disease/cause related.
• In spite of content regulations, brands were able to engage their community with creative content.
• The campaigns that performed the best involved the brands speaking for a cause.
Key Takeaways
Engagement is the measure of audience responses to a brand's content and activity on
a social network. To calculate the engagement score, we weigh audience interactions on
brand content such as Likes, Comments, Shares, based on their importance. We then
divide their weighted sum by our estimate of the number of brand fans who actively
receive and view such content.
Appendix – Unmetric’s Engagement Score
(Likes × 1 + Comments × 5 + Shares × 10) × 10000
(Community size) 0.8
Twitter: (Favorite x 1, Reply x 5, Retweet x 10)Instagram: (Likes x 1, Comments x 5)
Facebook: