2. SOCIAL MEDIA LANDSCAPE / SPEAKERS
TODAY’S SPEAKERS
Christine Franklin
Jay Goldman
Brad Einarsen
Managing Director
Digital Health Coalition
Managing Director, West Coast
Klick Health
Director of Digital Insight
Klick Health
#DHCsocial
#DHCsocial
3. SOCIAL MEDIA LANDSCAPE / SUMMARY
It’s the end of 2013 – What’s different?
• Facebook Corporate sites remain the most popular with marketers
– Bayer’s use of Facebook Global Pages rockets its consolidated page past all others for likes
• Twitter Corporate is a close second
– Branded Twitter has a new King, @GilenyaGoUSOnly taking over from @RacingWithInsulin
– The new image presentation in the feed drives this shift
• YouTube is gaining popularity with brand marketers
– Clear best practices are consolidating around the “Unbranded Title – Branded
Content” technique
• The Gilenya “Social Surround Sound” technique is a great experiment and
should be followed by all digital healthcare marketers
– Best practice is being developed here, and could represent the new “safe ground” for social in
the US market
#DHCsocial
4. ABOUT THIS PROGRAM
This Landscape document is meant to be a thought-starter for those in the healthcare field who are
considering social media. It represents a cross section of the accounts that are showing the best
practices in the industry, with a few wildcards thrown in to show different elements of social media
that we consider important.
When reading this deck, it is important to remember that this is the pharmaceutical industry. A good
number of followers or engagements for this industry is orders of magnitude lower than the consumer
brands that also populate the channels.
The accounts that are profiled are chosen from the full list available at the Digital Health Coalition.
Many of these companies are clients of Klick Health, and some engage Klick Health in social
projects.
We have broken the list down by channel and type. For example we start with Facebook for branded
pharmaceutical pages then look at Facebook for corporate pages.
Each channel has a set of criteria by which we measure the effectiveness of the account. There is a
certain level of interpretation and professional opinion in these assessments, and you may not agree
with our analysis, or you may think we should have reviewed different accounts, or, just maybe you
agree with our choices. Whatever your opinion, we want to hear from you.
Reach out to us on Twitter at @digitalhealthco or @klickhealth.
#DHCsocial
5. TABLE OF CONTENTS
Select a brand to view a specific case study. To Navigate back to the table of contents, click the logos on the bottom right.
Facebook
Twitter
YouTube
BRANDED
BRANDED
BRANDED
Gilenya Go
Gilenya Go (US Only)
Psoriasis Matters
I am Generess
Race with Insulin
Depression Add-On
Medtronic Diabetes
Accu-Chek
AZ Purple Pill
CORPORATE
CORPORATE
CORPORATE
GlaxoSmithKline
Sanofi US
Genentech
Bayer
GlaxoSmithKline
Johnson & Johnson
Pfizer
Novartis
Novartis
J&J Nursing Notes
Novartis
#DHCsocial
9. SOCIAL MEDIA LANDSCAPE / INTRODUCTION
GENESIS OF THE PROJECT:
Clear need for an industry-wide
conversation
Time is right as there are now
many mature examples
This is the mid-year update
of the analysis
10. SOCIAL MEDIA LANDSCAPE / INTRODUCTION
OUTPUT OF THE PROJECT:
DHC database
This talk
Full report
11. SOCIAL MEDIA LANDSCAPE / INTRODUCTION
WHY US?
MANY years experience in
digital healthcare marketing
As a team, we bring a powerful
mix of domain expertise and 3rd
party independence
14. SOCIAL MEDIA LANDSCAPE / CAVEATS
INTENTION IS TO START A CONVERSATION ABOUT
Where we are as industry
What we can learn
What we can do
15. SOCIAL MEDIA LANDSCAPE / CAVEATS
We’re inferring the
goals of the sites based
on our expertise.
16. SOCIAL MEDIA LANDSCAPE / CAVEATS
This is not endorsed by the FDA,
but represents a collection of
endeavors that have been around
for a while, and have not generated
warning or untitled letters. Draw your
own conclusions and proceed
according to your own comfort levels.
18. SOCIAL MEDIA LANDSCAPE / METHODOLOGY
The DHC indexed 3500
social properties in
Pharma, Biotech, &
Medical device verticals
19. SOCIAL MEDIA LANDSCAPE / METHODOLOGY
DHC AND KLICK NARROWED IT DOWN TO 20
FILTERED OUT 3RD PARTY AND "SPAMMY" PROPERTIES
4 TIERS OF PROPERTY
Corporate page
Affiliate page (HCP or group associated with the Corporation)
Automatically generated "Community" pages
Pure spam
QUARTERLY UPDATES OF CONTENT AND THE ONLINE DATABASE
27. BRANDED / FACEBOOK / MEDIA
We are seeing a lot of Facebook
advertising. This channel can be used
safely in the same way as SEM
(unbranded or reminder ads)
#DHCsocial
30. FACEBOOK / HIGH GROWTH PAGES
PAGES THAT GREW OVER 100%
These pages grew more than 100% between January and December
2013:
•
•
•
•
•
•
•
PsoriasisSpeaks Brand
12,510%
Bayer Corporate
602%
Johnson & Johnson Corporate
537%
Gilenya GO
436%
Novo Nordisk Corporate
227%
Sanofi US Diabetes
132%
Crohns and Me
102%
#DHCsocial
(597 to 75,287)
(57125 to 401,254)
(38,053 to 242,289)
(13,908 to 74,496)
(30,767 to 100,588)
(4,414 to 10,260)
(5,245 to 10,601)
32. BRANDED / FACEBOOK / GILENYA GO
OVER ALL RATING:
A branded product page that sets
the standard for traditional pharmaceuticals
on Facebook. Special mention for only
branded Facebook ads (so far).
#DHCsocial
33. BRANDED / FACEBOOK / GILENYA GO
OVER ALL RATING:
BRANDED PRODUCT PAGE.
CATEGORY
NOTES
Popularity
74,308* likes, consistent editorial and engagement. Growth is an impressive 169%
since July. This could be due to the ad campaign.
Editorial
Content is focused on Patient spokespersons and shows visitors that there
is a rich support community available. Highly visual timeline makes for more
interesting posts. Again we see that inspirational sayings get the most shares.
Comments
Comments off
Engagement
Inspirational images get massive (for the category) shares. For example, 7,841
shares for the inspirational image shown on the next page. Polls also used to good
effect to drive deeper engagement.
Apps
Video libraries from website available in Apps, reformatted for Facebook, plus a
community app (with low usage). Ads point directly to these apps.
Integration
Links out to the Patient Program website and brand site. Links back from sites as
well.
Regulatory
Brand and indication mentioned together, ISI in More Information box
and on App tab. More information box always visible on the Facebook page.
* AS OF DECEMBER, 2013
#DHCsocial
RATING
34. BRANDED / FACEBOOK / GILENYA GO
WHAT WE CAN LEARN FROM THIS PAGE:
Focus on patients helping patients (even with the caveat
that they are paid spokespeople) is a strong approach for
Facebook’s social base.
Some of the inspirational images get the most shares of
any topics found in the pharmaceutical space:
• 7,800+ for “Find the time…”
• 482 for “Four legged friends…”
Experiment with different media types and messages to
find what works for your audience, do more of that, repeat.
Don’t be afraid to try your hand at Facebook advertising. It
follows the same rules as SEM so it is relatively easy to
understand and manage.
These tactics are working for Novartis, they have had
169% growth since our last report.
#DHCsocial
OVER ALL RATING:
35. BRANDED / FACEBOOK / I AM GENERESS
OVER ALL RATING:
A page devoted to the Generess charitable
program: I Am Generess as well as branded
product information.
#DHCsocial
36. BRANDED / FACEBOOK / I AM GENERESS
OVER ALL RATING:
BRANDED CHARITABLE PROGRAM FOR BIRTH CONTROL PILL.
CATEGORY
NOTES
Popularity
26,587* likes, consistent editorial and engagement. Growth is slow with only 5% since
July. This Page needs a growth strategy to gain more followers and social leverage.
Editorial
Combines news about charitable programs with links to website tools and videos. Has
increased the variety of posts, looks like maybe a smoother regulatory pathway. Also
running Facebook ads that direct to apps like the Community and Videos.
Comments
Best interaction on copay program extension 2013, some moderation of comments,
active wall.
Engagement
Page engages in Likes, promotes secondary groups such as RAINN, NCADV, and
SWHR
Apps
Repurposed apps from website which are still interactive, links to Facebook App for
integration
Integration
Links from both branded product and charity sites to the Facebook page. Links from
editorial to corporate drug information, both charity and copay programs, and YouTube
videos on the branded channel. Websites also allow direct sharing on Facebook.
Regulatory
Has indication and branded charity program with ISI in More Information box. Indication
not mentioned in editorial stream.
* AS OF DECEMBER, 2013
#DHCsocial
RATING
38. BRANDED / FACEBOOK / I AM GENERESS
WHAT WE CAN LEARN
FROM THIS PAGE:
This page is devoted to a charitable campaign baked into the
brand itself. As a reflection of this campaign the Timeline
contains items that the audience finds worthy of sharing.
This integration of brand and charity seems to have some
effect. Stories like the one shown here can only happen when
the social channels are open and engagement is the norm.
Call outs to the relevant brands provides more community
integration. Not surprisingly, the 3rd party associations do not
link back, but Generess still gets some credit from its audience
for promoting these groups.
The program itself is “gamified” in that it uses coins to
represent the donations that participants can earn by
interacting with the apps that are hosted on the main site.
Content is limited to a relatively small editorial calendar that
repeats. This may make it difficult to extend the user base over
time. The growth of the page seems to have slowed with only
2,153 (9%) growth.
#DHCsocial
OVER ALL RATING:
39. BRANDED / FACEBOOK / FLUMIST
OVER ALL RATING:
The branded flu vaccine page for
FluMist featuring the cheeky “Pick
your nose” campaign.
#DHCsocial
40. BRANDED / FACEBOOK / MEDTRONIC DIABETES
OVER ALL RATING:
A page using the unbranded title / branded
content strategy. Top marks for instigating
follower engagement.
#DHCsocial
41. BRANDED / FACEBOOK / MEDTRONIC DIABETES
OVER ALL RATING:
BRANDED PRODUCT PAGE.
CATEGORY
NOTES
Popularity
139,528* likes, 91% growth since beginning of year
Editorial
Posts discuss products, the engineers, diabetes lifestyle issues, health tips, and
more.
Comments
The community is passionate and engaged, Medtronic is learning a lot from this
page and is not afraid to engage with the patients.
Engagement
Passionate engagement from fan base. Recent posts show frustration with new
product delays but also the deep connection patients have with their Medtronic
products.
Apps
Apps used to reinforce Important Safety Information and Community Guidelines,
also includes the ability for patients to share their stories which Medtronic publishes
at their discretion, also repurposes some website material but doesn’t reformat it,
including ISI which makes it difficult to read.
Integration
Link from branded product site. Link to ISI on site. Links to The-Loop blog posts.
Regulatory
ISI is in the About box, the More Information box, and available as an App
(although it isn’t formatted for the Facebook iframe width).
* AS OF DECEMBER, 2013
#DHCsocial
RATING
42. BRANDED / FACEBOOK / MEDTRONIC DIABETES
WHAT WE CAN LEARN FROM
THIS PAGE:
This page does a lot right with a good post tempo, patient
stories, blog shares, and use of imagery. However, the real
story is the use of Facebook to get patient insights.
On December 10 the page asked for feedback from patients
and, boy, did they get it!
• 315 responses as of this writing, only 4 hours after the
initial post went live
• More than half of the posts are about delays in getting the
referenced product
• Medtronic is diligent in answering questions and must
have a full-time person on that job today
• Sprinkled through the complaints, however, are some
posts that show how thankful the Medtronic patients are
• Responses are informative while staying true to FDA
guidance with conversations being taken offline when
needed
#DHCsocial
OVER ALL RATING:
45. CORPORATE / FACEBOOK / GLAXOSMITHKLINE
OVER ALL RATING:
The GSK corporate page on Facebook
makes good use of the highly visual
timeline.
#DHCsocial
46. CORPORATE / FACEBOOK / GLAXOSMITHKLINE
OVER ALL RATING:
CORPORATE PAGE.
CATEGORY
NOTES
Popularity
89,658* fans: 11.1% growth
Editorial
Editorial is more balanced and less topic focused than last reporting period, and
the tempo and quality of posts is still outstanding.
Comments
Comments and shares on posts fairly consistent, good involvement by fan base.
Some moderated (removed) comments apparent.
Engagement
Channel is mostly outbound messaging, however page owners do respond to
comments when necessary re: patient questions and news questions and are not
afraid to tackle controversial subjects.
Apps
SurveyMonkey polls are added to the Apps area and highlighted in the editorial
stream. This is a great way to tap your audience for free research.
Integration
Links out to GSK unbranded properties such as More than Medication and 3rd
party sites. Also links to GSK YouTube videos and guest posts on other blogs.
Social Apps also encourage cross-pollination.
Regulatory
No products mentioned, links only to neutral properties and corporate materials.
* AS OF DECEMBER, 2013
#DHCsocial
RATING
47. CORPORATE / FACEBOOK / GLAXOSMITHKLINE
WHAT WE CAN LEARN FROM THIS PAGE:
The visual nature of the Timeline demands imagery to
catch viewers’ attention. Concentration on a topic for a
relevant period maximizes the number of fans who will see
the material.
The ability to engage in even difficult topics in a robust
manner helps the brand and plays well on social channels,
as does responding to patient questions.
The Reviews feature be relatively kind to GSK so far.
Finally, there is no substitute for the amplification available
when you have a large (for the industry) fan base. Open
question about whether the Global Pages technique would
work for GSK.
#DHCsocial
OVER ALL RATING:
48. CORPORATE / FACEBOOK / BAYER
OVER ALL RATING:
The Bayer Facebook page uses the
Global Pages structure to roll up all
countries into one Like count (over
350,000).
49. CORPORATE / FACEBOOK / BAYER
OVER ALL RATING:
CORPORATE PAGE.
CATEGORY
NOTES
Popularity
401,257* Likes due to the Global Pages feature, and they passed 300,000 on
November 25 so Likes seems to be accellerating.
Editorial
A combination of worldwide health issues such as Family planning, regional
interests, and specific health conditions make up the news feed. Animal health
shows up fairly often. Editorial is specific per country with reuse where it makes
sense. Tempo is 2-3 posts per week.
Comments
Low comment volume, and fairly high ratio of removed posts. Terms of use are
under the “More Information” box but it looks like there is a fair amount of abuse on
the page. Based on the comments under the Reviews section it looks like the page
does not have editorial control there.
Engagement
Page is almost completely outbound. Some posts request user action, but no
comments were answered (many were deleted).
Apps
Bayer Magazine is promoted via apps, and is available as an app. Good use of
cross-channel linking.
Integration
Links out to imprint page hosted on the corporate website, but only other social
channel linked is Foursquare.
Regulatory
No products mentioned, links only to neutral properties and corporate materials.
The inability to control comments on the Reviews box may be a risk.
* AS OF December, 2013
RATING
50. Bayer has the brand new rating
system from Facebook, and looks to
be the victim of mis-information.
51. CORPORATE / FACEBOOK / BAYER
OVER ALL RATING:
WHAT WE CAN LEARN FROM THIS PAGE:
This channel highlights the strengths and weaknesses of
the Global Pages feature in Facebook.
Strength
The rolled-up value for Likes produces an impressive
number. This may have an effect on searches and other
Facebook features.
Weakness
The Ratings system may come with the Global Pages (or it
may have been a separate change) but it shows a
weakness for pages in exerting control.
So far the Ratings system seems to be in trial mode, but it
remains to be seen if it will be rolled out across all pages,
and if so with what functionality.
Another page using the Global Pages feature is
Boehringer Ingelheim at 82,645 Likes.
on Nov 25, to 403,591 on
Dec 10, and added two
thousand while writing this
page
52. CORPORATE / FACEBOOK / PFIZER
OVER ALL RATING:
Pfizer combines its rich history with current
philanthropic and charity initiatives.
Integration with the "Get Old" campaign
makes good use of the channel's reach.
#DHCsocial
53. CORPORATE / FACEBOOK / PFIZER
OVER ALL RATING:
CORPORATE PAGE.
CATEGORY
NOTES
Popularity
92,008* fans: 23.9% growth since July
Editorial
Editorial combines Pfizer’s long history through images with posts about charitable
efforts, employees, Science, and other corporate initiatives
Comments
Comments and shares on posts fairly consistent, good involvement by fan base.
Engagement
Channel seems to be mostly outbound messaging, no engagement on comments
(sample did not include any controversial comments).
Apps
Apps well used for important page content such as Commenting terms of use,
AE reporting, with the app icons used to clearly describe content. No interactive
apps provided. Videos are being tried as an alternate channel to YouTube.
Integration
Page links out to Pfizer blogs such as Think Science Now as well as corporate
campaigns such as GetOld.com. There is good cross-channel linkages to and from
YouTube. The corporate website also links in to the page.
Regulatory
No products mentioned, links only to neutral properties and corporate materials.
* AS OF DECEMBER, 2013
#DHCsocial
RATING
54. CORPORATE / FACEBOOK / PFIZER
WHAT WE CAN LEARN FROM THIS PAGE:
The focus on both corporate giving and employee charitable
activities shows the commitment to community in the company.
The post on special considerations for tornado victims gathered
a lot of praise.
The historical images are fun and reinforce Pfizer’s position as
a US pioneer in pharmaceutical development.
Integration with corporate unbranded campaigns such as Get
Old reinforces both properties.
#DHCsocial
OVER ALL RATING:
55. CORPORATE / FACEBOOK / J&J NURSING NOTES
OVER ALL RATING:
J&J Nursing Notes provides a place
where the “allied health” professionals
and their networks can discuss issues
that are important to them
#DHCsocial
56. CORPORATE / FACEBOOK / J&J NURSING NOTES
OVER ALL RATING:
CORPORATE PAGE.
CATEGORY
NOTES
Popularity
153,820* fans (7.6% growth since June)
Editorial
This page gets the innovation award for extensive use of hashtags such as #nurse
for general use and #amazingnurses as part of the campaign, among others. The
#nurse tag is used by others, but the more specialized ones are not and so, do not
create any extended reach for the page.
Comments
Comments and shares on posts fairly consistent, good involvement by fan base.
There are a lot of comments on nurses that fans know, there seems to be a deep
well of sentiment for nurses in the population.
Engagement
Many posts are framed as a conversation, but once the comments come in there is
no visible interaction by the brand.
Apps
Apps are used for the campaigns that are ongoing such as Amazing Nurses and
Portrait of Thanks. This page used Events earlier in the year, no current events
planned. One takes the user out of Facebook altogether which is an unexpected
experience on the platform.
Integration
The page links out to “Discover Nursing” part of “The Campaign for Nursing’s
Future.” An app integrates the Twitter stream by including it in the Facebook
environment. Tweets are not shared to the News Feed, however.
Regulatory
No products mentioned, links only to neutral properties and corporate materials.
* AS OF DECEMBER, 2013
#DHCsocial
RATING
57. CORPORATE / FACEBOOK / J&J NURSING NOTES
WHAT WE CAN LEARN FROM THIS PAGE:
The biggest difference has to be the use of hashtags when
other pages are shying away from the exploratory tool.
The focus on external campaigns is exhibited by other pages,
but the J&J channel has access to a whole suite of them and
can promote many different initiatives.
This ability to encourage participation works well on the
Facebook platform and the Nursing profession seems to bring
out fond memories from many fans.
#DHCsocial
OVER ALL RATING:
58. CORPORATE / FACEBOOK / NOVARTIS
OVER ALL RATING:
Novartis corporate page is a solid effort that
links out to many of the company’s properties
and shares news with interested fans.
#DHCsocial
59. CORPORATE / FACEBOOK / NOVARTIS
OVER ALL RATING:
CORPORATE PAGE.
CATEGORY
NOTES
Popularity
40,665* fans (27% growth since July)
Editorial
Like GSK, Novartis focuses on issues as part of its editorial calendar. The current
themes are children’s health, Africa, and breast cancer. Use of photo albums
keeps a visual element on the news feed.
Comments
Comments and shares are lower than J&J but proportional to the number of
followers. Aggressive comment management is detectable on the page.
Engagement
Novartis uses Facebook primarily as a broadcast mechanism and does not often
request engagement by its followers. It will reply to a user to direct them to other
channels when required based on the content of the user’s post.
Apps
Apps are mainly used to present larger amounts of information such as
Community Guidelines or Corporate Responsibility. These apps do not really add
to the Facebook experience nor do they detract from the page, the user is able to
concentrate on the news feed.
Integration
The news feed relies on YouTube for video which allows for sharing across two
(or more) channels. Likewise, resources such as AlzheimersDisease.com are
promoted as well. The external corporate site links in, so the sites can feed one
another traffic.
Regulatory
No products mentioned, comments are aggressively managed, links only to
Novartis properties and corporate materials.
* AS OF DECEMBER, 2013
#DHCsocial
RATING
60. CORPORATE / FACEBOOK / NOVARTIS
WHAT WE CAN LEARN FROM THIS PAGE:
This channel has clear community guidelines and uses those
guidelines to ensure that unwanted comments do not survive
long. When necessary, redirects to other channels are provided
to ensure the Facebook user can find the information they need.
The forming of the editorial calendar around themes through
the year has emerged as a best practice, and this corporate
page is a good example of that tactic in action.
#DHCsocial
OVER ALL RATING:
62. TWITTER / HIGH GROWTH PAGES
PROFILES THAT GREW OVER 200%
These Twitter Accounts grew their follower counts more than 200%
between January and December 2013:
•
•
•
•
•
LillyPad
Novo Nordisk US
Gilead Sciences
Merck
Abbott
#DHCsocial
557%
304%
291%
224%
211%
(10,991 to 72,192)
(956 to 3,860)
(676 to 2,642)
(7,350 to 23,834)
(5,260 to 16,384)
64. BRANDED / TWITTER / GILENYA GO
OVER ALL RATING:
Another channel in the Gilenya 360-degree
social initiative. Most interesting in how it
interacts with other channels.
#DHCsocial
65. BRANDED / TWITTER / GILENYA GO
OVER ALL RATING:
BRANDED GLOBAL FEED FOR MS ORAL THERAPY
CATEGORY
NOTES
Popularity
4,318 (125% growth) followers, Authority 6, Male: 43%, Female: 57%
Editorial
145 (from 88) tweets for the young account, good post tempo, good hashtag usage.
Topics are a little bit “broadcast”
Interaction
Most posts do not drive engagement, only a few retweets. Replies and mentions are
split between patients discussing the condition and product and some sarcastic
quips about the US-Only focus. However, the account is learning what works re:
imagery.
Engagement
Some posts get retweeted in low numbers. The channel does not engage patients in
any visible way when asked questions which makes it look like they do not respond.
Integration
Links to third party sites like the National MS Society blog, the Gilenya Facebook
page, YouTube videos on the brand channel, and the branded website. The branded
site also links back to the channel.
Regulatory
This channel is the best test case so far for branded activity on Twitter. No direct
claims are made and ISI is included on the channel screen itself. It looks to be as
compliant as Twitter gets.
AS OF DECEMBER, 2013
#DHCsocial
RATING
66. BRANDED / TWITTER / GILENYA GO
WHAT WE CAN LEARN FROM THIS ACCOUNT:
If you post a branded channel patients will ask questions.
Even if the account answers these questions directly, if no
public trace is made that the conversation has been taken
private the impression will be that they went unanswered.
Being too persistent with the “US only” statements may
generate some sarcastic comments from other regions
from users who don’t understand the regulatory
requirements. Whether this has any effect on other social
users is to be seen.
We see one image is retweeted 302 times and favorited
472 times. This provides some indication about what users
engage with: the images in the Twitter feed.
Twitter is a great channel for announcements and links to
other properties.
#DHCsocial
OVER ALL RATING:
68. BRANDED / TWITTER / RACE WITH INSULIN
OVER ALL RATING:
The granddaddy of branded pharmaceutical social
media. The brand is far in the background, the
tweets are all IndyCar with the occasional shout
out to the sponsors and in many images showing
logos.
#DHCsocial
69. BRANDED / TWITTER / RACE WITH INSULIN
OVER ALL RATING:
BRANDED GLOBAL FEED FOR DIABETES MONITORING TOOL
CATEGORY
NOTES
Popularity
8,688 (18.2% growth since July) followers; Authority: 8, Male: 68%, Female: 32%
RATING
(the grand-daddy of branded social media in pharmaceuticals – started on May 1, 2009)
Editorial
4,565 tweets, all about Charlie Kimball’s racing activities: race results, photos of
events, “in the pits” commentary, etc. Live tweeting of some events. Gives shout-outs
to @novonordiskus guests.
Interaction
The account shouts out to other Twitter accounts and uses hashtags almost
continuously, this creates many replies and further mentions of the account. Race
with Insulin gets good exposure, and Novo Nordisk gets spin-off benefits by having a
channel that doesn’t overlap the traditional e-patient groups.
Engagement
Even when live-tweeting an event like the Rolex24, RaceWithInsulin gets retweeted
regularly, from 1 to 8 times per post. (The Toronto IndyCar race was less popular and
got 1-2 retweets per post.)
Integration
The account links to initiatives by other Twitter users but does not link to either
branded NovoLog sites or Novo Nordisk corporate materials. Linked from NovoLog
and Novo Nordisk US sites, but not home pages. The main integration is the
occasional shoutout to @novonordiskus.
Regulatory
Mentions condition in passing, Twitter page has ISI built into background.
AS OF DECEMBER, 2013
#DHCsocial
70. BRANDED / TWITTER / RACE WITH INSULIN
WHAT WE CAN LEARN FROM THIS ACCOUNT:
The best attribute of this account is the fact that it reaches
into a different group — IndyCar racing fans — that may
not be reached by most other Novo Nordisk initiatives.
The friendly, passionate tone to the twitter stream reflects
the racer’s life and enthusiasm for the sport. This
authenticity gives all messages through this channel a
higher level of trust.
Shout outs to the @novonordiskus account can’t hurt
either. As @RaceWithInsulin grows its audience (now at
8,688) it provides more exposures for its partners.
#DHCsocial
OVER ALL RATING:
71. BRANDED / TWITTER / ACCU-CHEK
OVER ALL RATING:
Another device property in the diabetes
category. This account provides insight into how
answering questions can provide value to the
audience.
#DHCsocial
72. BRANDED / TWITTER / ACCU-CHEK
OVER ALL RATING:
BRANDED GLOBAL FEED FOR DIABETES MONITORING TOOL
CATEGORY
NOTES
Popularity
8,120 (37.2% growth) followers; Authority: 8, Male: 53%, Female: 47%
Editorial
11,006 tweets, mainly links to the branded blog: Accu-Chek Diabetes Link
Interaction
Some, mainly responses to users mentioning them, some direct requests of users to
answer questions, some thanks for retweets
Engagement
Most tweets get one retweet, many get none
Integration
Hub and spoke pattern, branded blog at the center, many links to blog. Embedded
videos from YouTube found, may be a good format if they get formatted as cards
Regulatory
Links to owned site, no brand mentions in tweets but combination of account name
and diabetes content poses small risk
AS OF DECEMBER, 2013
#DHCsocial
RATING
73. BRANDED / TWITTER / ACCU-CHEK
WHAT WE CAN LEARN FROM THIS ACCOUNT:
The Accu-Chek account purports to be for US
audiences, but it helps anyone who asks.
Answering users’ questions is time-consuming but
can help others who have the same question and
is a source of insight.
The Accu-Chek account also retweets other users’
materials, including media like YouTube videos.
These types of activities should result in higher
engagement for the brand, however growth since
last count is only average.
#DHCsocial
OVER ALL RATING:
75. CORPORATE / TWITTER / SANOFI US
OVER ALL RATING:
Corporate property that shows
the world how pharmaceutical
companies can reflect the
personality of their teams.
#DHCsocial
76. CORPORATE / TWITTER / SANOFI US
OVER ALL RATING:
CORPORATE FEED FOR A GLOBAL AUDIENCE.
CATEGORY
NOTES
Popularity
16,320* followers (46% growth since July); Authority 8, Males: 59%, Females: 41%
Editorial
8,226 tweets with global, corporate flavor. While a form of editorial plan is evident,
the account allows the conversation to follow the interactions with other users. This
is the most truly social editorial plan we have seen to date. It could leverage
imagery better.
Interaction
Other accounts that know Sanofi US will speak directly to it. Because Sanofi US
responds this behavior is socially profitable for the followers.
Engagement
This account speaks with other users just like an individual. This conveys a sense
that Sanofi US isn’t just a faceless corporation but is a group of caring people.
Integration
Links to Facebook posts, 3rd party websites, the CDC, the Sanofi US blog, and
others. Other corporate properties link back.
Regulatory
All materials are corporate and are linked to globally approved press releases or
3rd party sites
AS OF DECEMBER, 2013
#DHCsocial
RATING
77. CORPORATE / TWITTER / SANOFI US
WHAT WE CAN LEARN FROM THIS ACCOUNT:
The Sanofi US account shows that conversation and highly
regulated industries are not mutually exclusive. This account
goes out of its way to engage other users and to bring up
information that will resonate with its followers.
The account is legitimately “authentic” as shown in a
conversation between a follower who announces an
emergency situation and a requirement for Lovenox with no
insurance. The account responds within 4 hours and gets the
user’s email address for offline discussions.
The regulatory oversight of this account must be based on
rules rather than scripted responses. This is the best practice
for MRL in social media but it is far too rare in practice.
#DHCsocial
OVER ALL RATING:
78. CORPORATE / TWITTER / GSK
OVER ALL RATING:
A global corporate account that sets
the standard in pharma for interaction
with other social media participants.
#DHCsocial
79. CORPORATE / TWITTER / GSK
OVER ALL RATING:
CORPORATE FEED FOR A GLOBAL AUDIENCE.
CATEGORY
NOTES
Popularity
36,323* (39% growth since July) followers, Authority: 8, Males: 59%, Females: 41%
Editorial
1,832 tweets with a global, scientific focus. Also tweets on corporate news items and
responds to items in the news. Live tweeting at conferences is handled by
@GSK_conferences to avoid overloading the main account.
Interaction
Engagement with non-Twitter groups via press releases and news stories. Some
mentions of other Twitter users. Many retweets of other users.
Engagement
Average retweets per tweet vary from 0 to 16 with most tweets getting retweeted.
Some retweets are from other GSK accounts.
Integration
Many links to press releases on global site, many links and retweets to 3rd party
sites. The corporate site links to the Twitter account.
Regulatory
All materials are corporate and are linked to globally approved press releases or 3rd
party sites.
AS OF DECEMBER, 2013
#DHCsocial
RATING
80. CORPORATE / TWITTER / GSK
WHAT WE CAN LEARN FROM THIS ACCOUNT:
This account has Twitter pretty buttoned up. The extensive
retweets employed encourage engagement with its 36 thousand
followers and its retweet numbers are the best in the industry.
The use of Twitter to reply to stories in the news provides a
channel for replying to issues in a controlled way.
With nearly 100,000 employees, the tone is more conservative
than other Twitter accounts, but is informative and clear. There
is also a GSKUS account for the US audience but no crossover
between the accounts was seen.
#DHCsocial
OVER ALL RATING:
81. CORPORATE / TWITTER / NOVARTIS
OVER ALL RATING:
Property with a global focus that
shows how to “thread the needle”
in talking about topics across
many regulatory environments.
#DHCsocial
82. CORPORATE / TWITTER / NOVARTIS
OVER ALL RATING:
CORPORATE FEED FOR A GLOBAL AUDIENCE.
CATEGORY
NOTES
Popularity
63,605 (45% growth since July) followers; Authority: 9, Males: 60%, Females: 40%
Editorial
4,338 tweets with global, corporate flavor. No brands mentioned, but many links
relating to conditions and links to company sites and relevant 3rd party sites.
During specialist meetings will tweet specific information such as session starts
and data releases
Interaction
Almost no engagement with other users visible
Engagement
Average retweets per tweet run around 3, varying between 0 and 10
Integration
Most links to various corporate sites, some links to 3rd party sites
Regulatory
All materials are corporate and are linked to globally approved press releases or
3rd party sites
AS OF DECEMBER, 2013
#DHCsocial
RATING
83. CORPORATE / TWITTER / NOVARTIS
WHAT WE CAN LEARN FROM THIS ACCOUNT:
This stream is the go-to place for corporate information on
Novartis and will appeal to financial analysts, industry watchers,
and, during specific meetings such as ASH or ASCO, to HCPs.
Corporate materials for a larger pharmaceutical company can
easily populate a Twitter feed with no “quiet periods”.
Discussions about conditions and new approvals appear
acceptable on a global stage. Ensure that employees in
restrictive regions know not to retweet some of these messages.
#DHCsocial
OVER ALL RATING:
85. YOUTUBE / DISCONTINUED ACCOUNTS
YOUTUBE CHANNELS SHUT DOWN
These YouTube channels were shut down since the beginning of the year:
•
•
•
•
•
•
•
Allergan Restasis
Amgen Prolia
CSL Behring Hizentra
Genentech Nutropin
Genentech Putting RA in Perspective
Novartis Gilenya*
Pfizer Viagra
* The Novartis Gilenya channel seems to go down quite often. It
is difficult to know the cause but our first guess is that the
channel is being hidden because of regulatory reviews during
updates.
#DHCsocial
Brand
Brand
Brand
Brand
Patient Support (branded)
Brand
Brand
87. BRANDED / YOUTUBE / JANSSEN
Standard Channel
#DHCsocial
OVER ALL RATING:
Janssen has abandoned the custom channel in
favor of the standard YouTube channel (with the
Pharma option for ISI). The custom channel is
still available, but is not set as the default.
88. BRANDED / YOUTUBE / JANSSEN
Custom Channel
#DHCsocial
OVER ALL RATING:
Janssen has abandoned the custom channel in
favor of the standard YouTube channel (with the
Pharma option for ISI). The custom channel is
still available, but is not set as the default.
89. BRANDED / YOUTUBE / JANSSEN
Watch Page
#DHCsocial
OVER ALL RATING:
An example of a YouTube watch page that has
media used to present ISI and related videos
limited to the channel.
90. BRANDED / YOUTUBE / JANSSEN
OVER ALL RATING:
CORPORATE FEED FOR A GLOBAL AUDIENCE.
CATEGORY
NOTES
Popularity
296 216 (37% growth) subscribers, assume significant YouTube media promotion
(typically a requirement for Custom channel). Video views now 8,260 from
225,541+ because of extensive reloading (at least twice, probably more).
Editorial
17 videos in playlists, the videos have been re-uploaded multiple times so views
are reset and are much lower than the previous review (CariDee was at 136,685
views and is now at 3,195)
Interaction
Comments turned off
Engagement
Comments turned off
Integration
Standard channel with custom option not set as default
Regulatory
ISI available in custom channel home page, on channel list pages, and through
paid ad space on video watch pages. ISI video also in carousel rotation. ISI is also
described in each video.
AS OF DECEMBER, 2013
#DHCsocial
RATING
91. BRANDED / YOUTUBE / JANSSEN
OVER ALL RATING:
WHAT WE CAN LEARN FROM THIS ACCOUNT:
This channel shows what happens when Regulatory requires changes, all views are lost on the re-uploaded video.
This makes the initial review cycle critical.
#DHCsocial
92. BRANDED / YOUTUBE / OTSUKA
OVER ALL RATING:
A solid branded channel that reuses
existing materials and adds to them
patient testimonials, a known draw
on the channel.
Standard Channel
#DHCsocial
93. BRANDED / YOUTUBE / OTSUKA
OVER ALL RATING:
CORPORATE FEED FOR A GLOBAL AUDIENCE.
CATEGORY
NOTES
Popularity
53 subscribers, assume some YouTube media promotion (a requirement for ISI box)
Editorial
6 videos in 2 playlists: TV commercials and Patient Stories, good use of materials on
the channel
Interaction
Comments turned off
Engagement
Comments turned off
Integration
Standard channel with links to external websites but no other social channels
Regulatory
ISI on channel. Most videos are TV commercials so the expectation would be that
these would pass regulatory as-is. No guidance is available about the FDA’s
interpretation of broadcast vs. streamed video vis-à-vis user control and fair balance.
The patient testimonials may be a hot spot for the FDA.
AS OF DECEMBER, 2013
#DHCsocial
RATING
94. BRANDED / YOUTUBE / OTSUKA
WHAT WE CAN LEARN FROM THIS ACCOUNT:
This channel doesn’t push any boundaries on the
technical or regulatory fronts, but it is a nicely
integrated set of videos and header image.
It shows what a consistent video campaign can
achieve with very minimal changes to the channel.
ISI is included (not shown).
#DHCsocial
OVER ALL RATING:
95. BRANDED / YOUTUBE / AZ
Custom Channel
#DHCsocial
OVER ALL RATING:
Example of pharma-enabled custom channel
using a carousel and full ISI
96. BRANDED / YOUTUBE / AZ
OVER ALL RATING:
CORPORATE FEED FOR A GLOBAL AUDIENCE.
CATEGORY
NOTES
Popularity
156 subscribers, assume some YouTube media promotion (a requirement for ISI
box)
Editorial
5 videos not organized into playlists, custom channel relied on for organization
through carousel
Interaction
Comments turned off
Engagement
Comments turned off
Integration
Channel integrated to Facebook and Savings Card on website through CTAs under
carousel.
Regulatory
ISI on channel and in custom area. ISI not included on watch pages. While the
videos are repurposed and approved TV ads it is an open question about whether
the FDA looks upon TV broadcast and YouTube watch pages as the same vis-à-vis
regulatory.
AS OF DECEMBER, 2013
#DHCsocial
RATING
97. BRANDED / YOUTUBE / AZ
WHAT WE CAN LEARN FROM THIS ACCOUNT:
Custom channels can provide a unique
experience for visitors, but there are a number
of caveats:
• Even with a custom channel, videos can be
found or even clicked from the video list to
the standard watch page – ISI on the watch
page is strongly recommended for branded
videos
• While Facebook and Twitter are getting
traction for healthcare brands, YouTube
seems to be more piecemeal – it remains to
be seen if the new interface will encourage
sharing
• Brands as a whole are not yet embracing the
YouTube channel as a social medium, they
are still looking at it as a broadcast medium
#DHCsocial
OVER ALL RATING:
99. BRANDED / YOUTUBE / GENENTECH
OVER ALL RATING:
An interesting use of the standard
framework that seems to show
that embedding videos on the
corporate site can drive traffic
and channel engagement.
Standard Channel
#DHCsocial
100. BRANDED / YOUTUBE / GENENTECH
OVER ALL RATING:
CORPORATE FEED FOR A GLOBAL AUDIENCE.
CATEGORY
NOTES
Popularity
1,721* subscribers, this is relatively popular by pharmaceutical YouTube standards
Editorial
This channel is populated by videos that turn the everyday experience of working at
Genentech into a story. Potential hires seem to be the main audience, but fans from
the medical community and patients will find interesting videos as well. The use of
playlists ensures that the integration allows users to find other Genentech videos.
Interaction
This channel has the discussion tab available. It contains only three comments, but
at least they have opened the channel to feedback.
Engagement
While there are a few comments, there is no engagement on the Discussion tab from
the channel itself, but the possibility exists. However, this channel has the exclusive
honor of liking some external content and showing that on its home page. This
shows the way toward a more socially active YouTube experience for channels.
Integration
This channel links to four of the supported social channels: Twitter, Pinterest,
Facebook, and Google+. Aligning with the HR focus, the About tab links to the
careers site, plus the company website. All social channels are linked from the
corporate website and YouTube videos are embedded there which can serve to
drive significant traffic.
Regulatory
Corporate channel carefully avoids brand mentions but does cover many
conditions extensively.
AS OF DECEMBER, 2013
#DHCsocial
RATING
101. BRANDED / YOUTUBE / GENENTECH
WHAT WE CAN LEARN FROM THIS ACCOUNT:
Channel comments do not necessarily need to be turned
off. However, unless they are promoted there may not be
much engagement.
Because the new YouTube user experience is highlighting
engagement and social networking we may expect to find
more best practices here as Pharma begins engaging on
the platform.
This channel shows some engagement to related videos
(no likes of third-party videos yet).
#DHCsocial
OVER ALL RATING:
102. BRANDED / YOUTUBE / J&J
OVER ALL RATING:
A very popular channel that has
made the transition from enhanced
channel to standard channel.
Standard Channel – only J&J related channels
#DHCsocial
103. BRANDED / YOUTUBE / J&J
OVER ALL RATING:
CORPORATE FEED FOR A GLOBAL AUDIENCE.
CATEGORY
NOTES
Popularity
8,217* subscribers, this is a mature channel from one of the leading companies in
pharmaceutical social media. Views are currently at 7,045,726, the number
fluctuates as old videos are removed.
Editorial
Looking through the video archive we see evidence of the different phases of the
editorial calendar. There are video themes visible sequentially. The videos are also
compiled into playlists for the important categories.
Interaction
Comments turned on and immediately visible. Few comments, and no negativity
seen.
Engagement
Channel does not seem to respond. Unclear what the strategy is.
Integration
The channel links out to 5 other company channels, plus a dedicated Twitter feed,
@JNJVideo. Links to other properties, including the corporate Facebook property
and website, are also available.
Regulatory
Corporate channel carefully avoids brand mentions but does cover many
conditions extensively.
AS OF DECEMBER, 2013
#DHCsocial
RATING
104. BRANDED / YOUTUBE / J&J
WHAT WE CAN LEARN FROM THIS ACCOUNT:
The J&J social architecture is a well-planned
integrated collection of channels that portray the
same editorial content.
Cross-posting of media is common, with Facebook
linking to YouTube videos regularly.
Numbers of videos, consistent posting of content,
cross-linking, and occasional promotion of videos
propels this channel to the top of the list.
#DHCsocial
OVER ALL RATING:
105. BRANDED / YOUTUBE / NOVARTIS
OVER ALL RATING:
A very popular channel that has
made the transition from enhanced
channel to standard channel.
Standard Channel
#DHCsocial
106. BRANDED / YOUTUBE / NOVARTIS
OVER ALL RATING:
CORPORATE FEED FOR A GLOBAL AUDIENCE.
CATEGORY
NOTES
Popularity
2,552* subscribers, showing that real-world size translates into (relatively) larger social
numbers
Editorial
The content spans the range of this diverse company including corporate relations,
R&D, careers, corporate social responsibility, and even patient stories. There are
hundreds of videos on the channel organized into playlists with a good use of the
standard YouTube interface.
Interaction
This channel also has the discussion tab open, again, with only three comments.
Engagement
While there are a few comments, there is no engagement from the channel itself, but
the possibility exists.
Integration
This channel links to four of the supported social channels: Facebook, Twitter, Flickr,
and Pinterest. LinkedIn is not supported by default so it is a text link on the About tab.
The corporate website and engagement guidelines are also linked. All social channels
are linked from the corporate website.
Regulatory
Corporate channel carefully avoids brand mentions but does cover many conditions
extensively. The patient videos are condition-related rather than branded.
AS OF DECEMBER, 2013
#DHCsocial
RATING
107. BRANDED / YOUTUBE / NOVARTIS
WHAT WE CAN LEARN FROM THIS ACCOUNT:
Having a second channel with comments enabled
is heartening – this may lead to a more social
experience on the YouTube channel as users
learn to engage meaningfully.
The playlist view that exposes the grouped videos
is a nice use of the existing YouTube functionality.
#DHCsocial
OVER ALL RATING:
109. SOCIAL MEDIA LANDSCAPE / SUMMARY
Social is being tried by pharmaceutical marketers, and it is working
• Corporate content is extremely common across all channels
• Branded use is less common and varies by channel:
– Twitter – dominated by diabetes
– Facebook – experiments show best practices
– YouTube – a lot of brand turnover as marketers struggle to find the right fit
• The draw of authentic engagement on social channels will be the
next challenge for companies that already understand social
The brands that are on social today are the ones that will learn the
lessons and build the internal competencies that are required to
lead tomorrow.
#DHCsocial
110. SUMMARY
These channels represent only a small portion of those listed at the DHC website:
http://digitalhealthcoalition.org/publications/social-media-landscape/
We hope the learning presented here can help more healthcare companies look at social
as a possibility rather than a “no-fly zone.”
Reach out to us on Twitter at @digitalhealthco and @klickhealth.
To get your own copy of this report, and be alerted when new versions are available,
sign up at www.klick.com/social-report/
#DHCsocial
highlight that Corporate page is the only one in the final analysis deck
The full report has tables that contain our analysis by attribute category and our reasoning for the ratings provided. You may disagree, and that’s good, we’re always looking to challenge our thinking and help move the industry best practice.PopularityWe tried to get a feel for engagement and influence of the property using raw numbers and, where possible, 3rd party tools.EditorialThis is a judgment call based on the materials found on the channels. Do they look like they will appeal to the audience? Is the frequency right? CommentsAre social users responding to the content? Comments, likes, retweets, mentions, etc. This is an indication of the quality of fan engagement.EngagementIs the channel responding to other users? We look for appropriate reactions to mentions and requests for discussion. Contrast with “broadcast” use of the channels. AppsOn the Facebook channel we look at the Apps and make a call about how useful they are to Facebook fans.IntegrationWe look at other digital properties for the brand / corporate / condition channel such as websites and other social channels and see if they cross-pollenate.Regulatory Using industry norms and best practices, largely unwritten, we look to the channel use and make a judgment call on whether it’s likely to attract the attention of the FDA.
