HOW PHARMAIS USING

PINTEREST IS HUGE!It has become one of the top 10 largest social network services1 with 11.7 million unique users2.

IF YOU HAVEN’T HEARDPinterest is a virtual pinboard that lets you pin things you find interesting on the web.

Users can browse pinboards created by other users to repin, like, and comment on their pins.

WHAT’S BEING PINNED ON PINTEREST?Hint: It sounds like mittens.

ALL KIDDING ASIDEThere are pins on just about everything.

So rather than looking at pins we're interested in, let's look at the numbers.

TOP 5 PINBOARD CATEGORIES1

• Any pin must be assigned to a user's pinboard. Each pinboard must be associated to a category offered by Pinterest.

• The following are the top five used categories.

NOTEWORTHY:• Of these, food is the fastest-growing

category and receives the most reins.

1RJ Metrics in February 2012

Per

cent

age

TOP 5 PIN SOURCES1

• Since pins are generated from any online source, it's of interest to see what sources are generating the most pins

NOTEWORTHY:• Etsy, a social commerce website

focused on handmade or vintage items, offers content that fit the top three pinboard categories.

• Where as Google links point to Google Image Search, which is technically misattributed content from other 3rd party domains.

1RJ Metrics in February 2012

Per

cent

age

HEALTHCARE PINSThere’s a pin for just about every disease state.

EVEN WITHOUT A CATEGORY• Although Pinterest

does not list a category for health or healthcare, there are plenty of users with pinboards and pins attributed to health care.

BREAST CANCERSearching for breast cancer may return pins that are:

•Inspirational•Informative•Supportive

NOTEWORTHY:•The large number of pins within this search may be a result of the overwhelming number of female users. Depending on the source, female users could range from 58% to 97% of all Pinterest users.

DIABETESSearching for diabetes may return pins on:

•Recipes•Literature•Devices

NOTEWORTHY:•With diet playing such a large role in a diabetic’s life, it’s no surprise that these users are pinning recipes within the fastest-growing category, food.

HEALTHCARESearching for healthcare may return pins on:

•Healthcare reform•Productrecommendations

PHARMA PINSIt’s true. Pharma is on Pinterest.

PHARMA• In April, Bayer joined Pinterest

to share images and information about its activities in the US, as reported by PMLive1.

• While Novo Nordisk "depinned" (deleted) everything on its Pinterest boards, as reported by Pharma Guy2.

1 http://www.pmlive.com/digital_intelligence_blog/archive/2012/apr_2013/bayer_starts_using_pinterest2 http://pharmamkting.blogspot.com/2012/04/pharma-pinterest-update-bayer-us-pins.html

BAYERBayer has created pinboards for:

•Bayer's Business•#Sustainabilty•#Innovation•#STEM Forum – April 18, 2012NOTEWORTHY:•Within their pinboard "Bayer's Business" they have pinned food items to discuss diabetes care, as well as, discuss their subsidiary working in crop science. Pins like this help to spur a conversation about their brand by including them in the fastest-growing category, food.

PHARMA MARKETERS• In addition to Pharma, the

Pharma marketing community is also active on Pinterest.

• A search for Pharma will return pins from users like Pharma Guy, L2 Think Tank, and Paul Tunnah to name a few.

PINBOARDS BY MARKETERSPharma marketers have created pinboards for:

•Pharma Marketing News•Pharma•Patient Perspectives

CONVERSATIONS BY MARKETERSPharma marketers are also having conversations with Pharma, such as this conversation between Pharma Guy and Bayer.