Exploring the Pharma Twitterverse - Tweet Cred or Fail Whale?

Exploring the �(Pharma) Twitterverse �

Tweet Cred or Fail Whale ? �

Shwen Gwee (@shwen) Lead, Digital Strategy and Social Media Vertex Pharmaceuticals

Founder: Med 2.0 Blog (med20.com), Social Pharmer Network (socialpharmer.com), Social Health Unconference (sxsh.org), and PharmFresh.TV

Disclaimer

•  The opinions and ideas expressed in this presentation are strictly my own and are not screened by my employer.

•  Everything mentioned or presented is strictly my personal opinion and does not necessarily represent the views of my employer.

!

Image by: Monkey Works Illustration

The Twitterverse (circa 2009)

Twitter Interface (circa 2009)

Twitter – Basic Functions (circa 2009)

Follow

Unfollow +Post

Reply

Direct Message (DM)

Favorite

@

≤ 140 CHARACTERS

What A Difference A Year Makes…

There’s a New Bird In Town: #NewTwitter

#NewTwitter: New Interface

#NewTwitter: Suggestions

#NewTwitter: Promotional Opportunities

Promoted Accounts Promoted Trends

Promoted Tweets

Twitter Stats (2010)

Source: KissMetrics Marketing Blog (http://blog.kissmetrics.com/twitter-statistics), Accessed March 2011

http://www.website-monitoring.com/

Source: Website-Monitoring Blog (http://www.website-monitoring.com/blog/2010/05/04/twitter-facts-and-figures-history-statistics), April 2010

Total # of Tweets Made vs. Tweet Volume

How About Healthcare?

US Hospital Social Network List (by @EdBennett)

•  3,087 Hospital Social Networking Sites •  906 Hospitals Total –  448 YouTube Channels –  719 Facebook Pages –  674 Twitter Accounts –  439 LinkedIn Pages –  693 FourSquare –  106 Blogs

Source: http://ebennett.org/hsnl

YouTube Channels; 15%

Facebook pages; 23%

Twitter Accounts; 22%

LinkedIn Accounts; 14%

Four Square; 23%

Blogs; 3%

Hospital Social Networking Sites

Estimate Number of MDs and RNs on Twitter

Source: Phil Baumann, HealthIsSocial.com (AUG 2010): http://healthissocial.com/twitter/number-of-doctors-and-nurses-on-twitter/

Most Popular Twitter Doctors

Healthcare Tweetchats and Tweetstreams

Healthcare and Social Media (#hcsm) healthsocmed.com / Sundays, 8-9pm CT

Healthcare and Social Media EUROPE (#hcsmeu) hcsmeu.com / Fridays, 8-9am ET

Healthcare and Social Media CANADA (#hcsmca) bit.ly/hcsmca411 / Wednesdays, 1-2pm ET

FDA Social Media (#FDASM) fdasm.com / *Aggregated tweetstream (not tweetchat)

Social Pharma (#SocPharm) SocialPharmer.com / Wednesdays, 8-9pm ET

Healthcare Marketing (#hcmktg) twittgroups.com/group/hcmktg / Fridays, 12-1pm CT

Registered Nurse Chat (#RNchat) RNchat.org

Medical Doctor Chat (#MDchat) Mdchat.org

Healthcare Tweetchats and Tweetstreams •  #CHCchat - Canada, Canadian Alliance of Community Health Centre Associations, Community Health Centre,

Federally Qualified Health Center, global, United States •  #eldercarechat - elder care, elderly, geriatric, senior •  #hcsm - healthcare communication and social media •  #hcsmanz - Australia, healthcare communication and social media, New Zealand •  #hcsmasia - Asia, healthcare communication and social media •  #hcsmca - Canada, healthcare communication and social media •  #hcsmeu - Europe, healthcare communication and social media •  #hcsmeuES - Europe, healthcare communication and social media, Spain •  #hcsmeufr - Europe, France, healthcare communication and social media •  #hcsmuk - healthcare communication and social media, United Kingdom •  #HITsm - health information technology, Healthcare IT social media, HITECH, HL7, Meaningful Use •  #homecarechat - home care •  #hpm - hospice, hospice and palliative medicine, hospice and palliative medicine physician, palliative, palliative care,

palliative medicine •  #IVchat - infusion therapy, registered nurse, RN, vascular access •  #MDchat - doctor, physician, physician chat session •  #mhsm - mental health, mental health social media •  #nhssm - government, National Health Service Social Media, United Kingdom •  #RDchat - dietitian, nutrition •  #rheum - Rheumatoid Arthritis, Rheumatologist, Rheumatology •  #RNchat - nurse, registered nurse, Registered Nurse community •  #SocPharm - ePharma, pharma, pharmaceutical, pharmacuetical company, social media marketing in pharmaceuticals

Source: Fox ePractice (http://www.foxepractice.com/healthcare-hashtags/tweet-chats), Accessed: March 2011

Visualizing Health Tweets: Pixels & Pills

http://www.pixelsandpills.com/tweeder/

And What About Pharma?

Social Pharma: Twitter Accounts

2008 JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC



@Boehringer @Novartis

@AstraZenecaUS @JNJComm @NovoNordisk_GA @Roche_com @SanofiUSVOICES

@NovartisTrials @GenzymeCorp

@AmgenFoundation @GenentechNews @GSKUS @SanofiAventisTV @PKUawareness (BioMarin)

@SanofiPasteur @RaceWithInsulin (Novo Nordisk) @AstraZenecaJobs

@AstraZeneca @AstellasUS @BayerHealthcare @ElanPLC @Pfizer_news

@AZhelps @BoehringerUS @BaxterCo @LlyOncOnCanvas

@ADHDSupport (Shire) @MediBiologics (MedImmune) @MerrimackPharma @NVSOncoCareers @Diabetes_sanofi

@BayerUKIreland @JanssenUK @McNeilRecall @Renalinfo (Bayer) @VertexPharma

@Baxter_intl @DendreonNews @LundbeckInc

@BMSnews @BayerWED

@JNJstories @JNJvideo

@JNJhistory

Resource: Dose of Digital “Wiki” -- http://www.doseofdigital.com/healthcare-pharma-social-media-wiki

3

31

16 @LilyPad @AlimeraSciences

@JoinAstraZeneca

@BayerUSnews

@CellTherapeutic

@Amgen

Visualizing Pharma Tweets: Ignite Health

www.ignitelabs.com/pharmatwitter

Visualizing Pharma Tweets: InTouch Solutions

http://tweetpharm.intouchsol.com

Pharma Tweets

Types of Tweets PharmaCo’s

Speedlinking / Auto-updates SanofiAventisTV

News Updates / CorpComm Amgen, Genentech, Novartis, Pfizer, Sanofi Pasteur

Engaging / Energizing / Social* AZ, Boehringer, GSK, JNJ, Roche, Merrimack

Live Tweeting (IR/PR) @JNJcomm, @Boehringer, @VertexPharma

Specialized Jobs: Astra Zeneca Jobs Promotional: Race with Insulin (Novo Nordisk) Clinical Trial Recruitment: Novartis Trials Customer Support: - AZ Helps (Astra Zeneca) -  ADHD Support (Shire) -  McNeil Recall Awareness and Education: -  LlyOncOnCanvas (art competition by Lily USA) -  PKU Awareness (BioMarin) -  Renal Info (Bayer) Live Tweetchat -  #RxSave Tweetchat (Astra Zeneca)

*Includes: ReTweeting, linking to other (non-company) resources, engaging in conversation, expressing gratitude, etc.

Promotional: @RaceWithInsulin

Customer Support: @AZhelps

Customer Support: @ADHDsupport

Awareness: @LlyOncOnCanvas

Awareness: @PKUawareness

Awareness: #RXsave by @AstraZenecaUS

Source: http://wthashtag.com/Rxsave, via Pharma Marketing News, “OMG! AstraZeneca Hosts Twitter Chat & World Does NOT End!”, (http://pharmamkting.blogspot.com/2011/02/omg-astrazeneca-hosts-twitter-chat.html)

Engaging: @Alex__Butler (JanssenUK)

Twitter Guidelines: @VertexPharma

So…Who’s Got Tweet Cred?

Visualize the pharma twittersphere

Source: www.twi-er.com, July 13th,Dec 31st 2009, October 18th; whdotpharma analysis

# of Followers

Avrg followers Oct 10: 4835

Pfizer leads in terms of followers and gap is growing

Great divide on “following” policy amongst pharma


# of Following

Avrg following Oct 10: 793

Difference in updates = different degrees of engagement?


# of Updates

Avrg updates Oct 10: 456

Boehringer Ingelheim and J&J lead lead the “engaged“ quadrant

Source: www.twi-er.com, July 13th and Dec 31st 2009; whdotpharma analysis Talk Think

Avg following Dec 09: 600

Avg Updates Dec 09: 255

# of Following

# of Updates

Avg Bubble size = # of followers

@Roche_com

Engage Listen

Following vs. Followers by Pharmaco: Dec 09

Avg following Oct 10: 793

Avg Updates: 456

# of Following

# of Updates

Avg Bubble size = # of followers

Source: www.twi-er.com, July 13th and Dec 31st 2009; whdotpharma analysis

@Roche_com

Following vs. Followers by Pharmaco: Oct 10

Engage Listen

Talk Think

Roche moves into “engage“ quadrant; AZ and Vertex also Moves Into New Quadrant

Roche makes biggest move on all dimensions, followed by J&J

Source: www.twi-er.com, July 13th and Dec 31st 2009; whdotpharma analysis

@Roche_com Avg Updates: 456

So, Who’s Got Tweet Cred?

Klout: “Tw-influence” Measurement Service

Source: Klout (accessed OCT 2010): http://klout.com

Klout Analysis: Overall Score


Klout Analysis: Influence Matrix


Klout Analysis: Influencers and Influenced


Pharma 2011 Twankings (by @EyeOnFDA)

Also see @EyeOnFDA “Pharma Companies” List: http://twitter.com/#!/eyeonfda/pharma-companies

Final Thoughts and Twips •  It’s not about WHY anymore… It’s about HOW and WHAT? •  Start internally

–  Experiment with tools like SocialCast and Yammer •  Consider developing a guideline for tweeting (before

starting) – Demonstrate to your internal stakeholders – Who to follow and how to respond to mentions (@ replies) and DMs – Work with internal approval team to develop workflow and timelines

(quick turnaround; “standard responses”) –  See: Airforce Blog Assesment flowchart – http://bit.ly/R6sqg

•  LISTEN to the tweetchats and READ the tweetstreams •  If you are able to, ENGAGE and FOLLOW •  TOE DIPPING: At least experiment and re-assess -- get

comfortable and at least TRY! •  With POWER comes RESPONSIBILITY -- Use your power for

Good!

~ Thank You ~

Email: [email protected] Twitter: @shwen Blog: www.med20.com Network: SocialPharmer.com Unconference: SXSH.org Video Channel: PharmFresh.TV

Exploring the Pharma Twitterverse - Tweet Cred or Fail Whale?

Health & Medicine

Transcript of Exploring the Pharma Twitterverse - Tweet Cred or Fail Whale?