1.
SOCIAL MEDIA
@ ASCO 2018

2.
ASCO ANNUAL MEETING 2018
90,309 Total Tweets around
ASCO 2018 (1-5 June, 2018)
500 Million Potential Impressions
20,600 Unique Authors
19 Mil
26 Mil 32 Mil 42 Mil
97 Mil
21,043
23,151
21,657
13,190
11,268
June 1 June 2 June 3 June 4 June 5
Tweets per Day
Potential Reach per Day
We analyzed Twitter coverage of ASCO 2018

3.
TWITTER COVERAGE YEAR ON YEAR
2015 2016 2017
56,871
86,249
93,569 90,309
2018
Conversation has peaked and plateaued

4.
Note: Time frame considered: 1st – 5th June, 2018
HCP SHARE OF CONVERSATIONS
28%
35%
40% 40%
2015 2016 2017 2018
HCPs make up 40% of the Twitter users talking about ASCO

5.
Note: Time frame considered: 1st – 5th June, 2018
KEY STAKEHOLDER GROUPS
Media second greatest driver of conversation at ASCO 2018

6.
TOP AUTHORS AND MENTIONS
8,300
@ASCO
1,000
@GlopesMd
@montypal990
830
750 670 670
570 550 520@sloan_kettering
@MDAndersonNews
@DrChoueiri
@theNCI
@DanaFarber
@ASCOPres
@ConquerCancerFd
The top handles were mainly US cancer institutes
Note: Time frame considered: 1st – 5th June, 2018

7.
TAILORx
KEY TRIAL MENTIONS
Key trials discussed covered a range of different cancers
2,685
NCI / Breast Cancer
Research Foundation,
Komen Foundation
Breast
Cancer
CARMENA
1,418
Pfizer /
Assistance
Publique
Renal Cell
Carcinoma
KN 042
332
Merck & Co /
MSD
NSCLC
PRODIGE 7
148
UNICANCER
Colorectal
Cancer
CM 227
73
BMS
NSCLC
Note: Time frame considered: 1st – 5th June, 2018
Trial name:
Sponsored by:

8.
Note: Time frame considered: 1st – 5th June, 2018
KEY HASHTAGS
5,100 8,000
78,000
ASCO AWARENESS
1,500 1,700
2,200 2,400
3,700
4,100
5,300
DISEASE AWARENESS
Disease awareness hashtags were frequently used by those
talking about ASCO

9.
Based on share of total
cancer types mentioned
(~16,000 Tweets)
Based on share of total
cancer types mentioned
(~13,000 Tweets)
Brain 6%
Lung 29%
Breast 32%
Pancreas 2%
Skin 10%
Prostate 14%
2017
Colorectal 2%
KEY CANCER TOPICS DISCUSSED
Lung and breast cancer conversations dominated in 2017 & 2018
Brain 4%
Lung 34%
Breast 39%
Pancreas 7%
Skin 7%
Colorectal 4%
2018
Prostate 4%
Note: Time frame considered: 1st – 5th June, 2018

10.
Disease (Tumor Types)
Presentations/Sessions
Clinical Trials
Event Promotion
48%
12%
40%
28%
20%
Treatment
Technology
4%
Addition of key topics is more than 100% due to categorization of individual posts into multiple topics.
Note: Time frame considered: 1st – 5th June, 2018
KEY TOPICS OF DISCUSSION BY HCPS
Session and event promotion was the most frequently
discussed topic

11.
ConvoScore is a weighted Twitter channel performance score, based on overall engagement on Twitter
and engagement being driven by Pharma Company Twitter handles at ASCO 2018
50% 50%
Assigned weight on Overall Twitter
Performance:
Assigned weight on ASCO 2018
Engagement:
Overall Twitter Performance
Twitter Posts Follower Reach
ASCO 2018 Engagement
Posts around
ASCO ‘18
Engagement on Posts
around ASCO ’18
ConvoScore, is calculated by generating ratings based on key Twitter engagement and reach parameters which
is further rationalized to form a score between 20 to 100 with 100 being the most desirable score.
WE USED CONVOSCORE TO MEASURE
PHARMA COMPANY SOCIAL ENGAGEMENT

12.
75 65
65 60
ConvoScore is based on overall engagement on Twitter and performance of posts around ASCO 2018
TOP PHARMA COMPANIES RANKED AS
PER CONVOSCORE

13.
WHAT HAVE WE LEARNT?
Volume of Twitter
coverage at ASCO
has significantly
increased over the
past 3 years but
reduced slightly
since 2017
(93,569 in 2017 vs
90,309 in 2018)
HCPs had the
largest share of
conversation on
social media and
pharma only had
5% of
conversation share
The most engaged
with content
contained news-
worthy information
and very detailed
images
Although Amgen
was the most
mentioned pharma
company, Roche
was the top
company in terms
of engagement

14.
WHAT SHOULD PHARMA DO?
1.Control
content
pollution at
congress

15.
WHAT SHOULD PHARMA DO?
2.Understand
what content
types and
formats the
audience
wants

16.
WHAT SHOULD PHARMA DO?
3.Stay on top
of the latest
trends and
developments
in social
media

17.
CHLOE PARTIKAS
Social Director
Ogilvy Healthworld
REBECCA CANVIN
Director of Social Media
Ogilvy Healthworld
JACKIE CUYVERS
Chief Executive Officer
Convosphere
RICK EVANS
Senior Digital Strategist
Ogilvy Healthworld
info@convosphere.com
thesocialcheckup@ogilvy.com
CONTACT US
To find out more & discover
how our experts can enhance
social activity at congress
Convosphere: +44 (0)20 3858 0235
Ogilvy Healthworld: +44 (0)7770 331 436