CONNECTING
THE
DOTS:
Which pharma companies are
succeeding in the social media space?
APRIL
2015
|
#OgilvyPharmaSocial

2
The Social Media Audit: why we did it
The
pharmaceuEcal
industry
is
becoming
increasingly
reliant
on
social
media
as
a
key
plaLorm
for
communicaEng
with
mulEple
stakeholders.
As
big
believers
in
the
power
of
social
to
transform
brands,
campaigns
and
corporate
reputaEon,
we
wanted
to
iden0fy
the
current
big
players,
and
what
we
can
learn
from
their
efforts.

What we did
3

4
How we analysed the data
We
evaluated
how
each
company
was
performing
across
six
key
categories:
Social presence
How
many
social
networks
was
the
company
on?
Activity
Was
the
content
kept
fresh
with
regular
updates?
Engagement
Were
the
companies
engaging
their
users
and
generaEng
interest?
1
Social network
How
simple
and
intuiEve
was
the
connecEon
between
social
networks?
Virality
Was
the
content
spread
around
the
social
sphere?
Community Size
How
big
was
the
community?
2
3
4
5
6

Some key findings
5

6
Three distinct groups emerged
The
group
of
companies
ahead
of
the
pack
and
‘connec0ng
the
dots’
have
successfully
integrated
social
media
into
their
wider
markeEng
strategy.
Their
content
is
relevant
and
meaningful
and
effecEvely
engages
their
audiences.
Those
‘dabbling
with
the
dots’
have
a
substanEal
social
media
presence
but
may
not
be
maintaining
a
constant
level
of
acEvity
or
aYracEng
loyal
followers.
A
small
subgroup
are
‘searching
for
strategy’:
they
know
they
want
to
be
involved
in
social,
but
have
not
had
the
strategy
to
stand
against
the
compeEEon.

7
Pharma is becoming more social

8
So why should pharma use social media?
“We want to show that we’re listening and responding
to the expectations of society. And that’s probably why
social media is so very helpful…We have the
opportunity to reach our audiences directly…
to have a dialogue”
Janet
Morgan,
Director
of
Corporate
ReporEng
and
Content,
GSK
“The conversation is 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”
Patricia
Alves,
Social
Media
and
Community
Manager,
Boehringer
Ingelheim
“Social media has changed the way
pharma communicates – it allows
companies to build corporate reputation
and engage in genuine, meaningful
conversations with audiences. For pharma
companies who want to stand out from the
crowd it’s time to be brave, get personal,
educate and integrate social media into
their wider marketing strategy.”
Rebecca
Canvin,
Social
Media
Manager,
Ogilvy
Healthworld

9
How can pharma better connect the dots?
Six
key
takeaways
which
we
believe
can
help
companies
stand
out
from
the
social
media
crowd.
Be
Brave
It’s
not
going
to
be
an
easy
ride
but
the
ROI
can
make
it
worth
the
effort
Get
personal
Don’t
just
fire
out
messages,
interact
with
your
followers
Move
fast
(but
wear
a
life
jacket)
Make
sure
you
deal
with
issues
in
a
Emely
manner
before
things
escalate
Back
yourself
up
Get
your
medical,
regulatory
and
legal
teams
as
excited
about
social
as
you
are
Give
guidance
Plan
for
different
and
ready
to
deal
with
tough
quesEons
Inform
and
educate
Make
an
effort
to
produce
interesEng
content
that
sets
you
apart
from
your
compeEtors

10
Want to find out more?
Antonia Betts
Managing
Director
Ogilvy
HealthPR
Chelsey Toms
Digital
Account
ExecuEve
Rick Evans
Digital
Strategist
Rebecca Canvin
Social
Media
Manager
Andrea Visone
Digital
Project
Manager
For
the
full
report
or
for
more
informaEon
contact:
pharmasocial@ogilvy.com