1. Conversation archetypes
A healthcare case study of ASCO, Novartis and Boehringer

2. The healthcare hashtag convo on twitter1
...in a week
1 Symplur healtcare hashtag project: http://www.symplur.com/healthcare-hashtags/diseases/

3. ASCO: 40 000 tweets by 7000 participants
...in a week

4. Physicians evolved to active ASCO
participants in 2014
2012 2013 2014
274
564
1799

5. ASCO discussion led by key physicians

6. Tweets
Retweets
Let’s sequence the ASCO twitter convo archetype
Source: 2014 Pharma Twittersphere Benchmark, TeamCurious Analyisis, November 5th, 2014

7. HCP
Media
Blogger
H
CP
Media
Blogger
Tight crowd of HCPs exchanges with each other
Tweets
Retweets

8. ASCO DNA on twitter: Tight crowds1
1. Pew Internet Org: Conversational archetypes- six conversation and group network structures in twitter
http://www.pewinternet.org/2014/02/20/part-2-conversational-archetypes-six-conversation-and-group-network-structures-in-twitter/
ASCO is a closed community formed for
the duration of the medical conference
where physicians connect with one
another for information as well as
exchange of ideas and opinions.

9. The pharma brand convo on twitter
mentions9,486 4,613
tweets
1,892 1,455
participants5,581 2,231
...in a year!!!!
Source: 2014 Pharma Twittersphere Benchmark, TeamCurious Analyisis, November 5th, 2014

10. Stakeholders
Topics
Let’s sequence the Pharma twitter convo
Source: 2014 Pharma Twittersphere Benchmark, TeamCurious Analyisis, November 5th, 2014

11. 1892
Malaria
Healthcare
Pharm
a
Cancer
Cardio
Rare
Most Novartis tweets are about Cancer
Source: 2014 Pharma Twittersphere Benchmark, TeamCurious Analyisis, November 5th, 2014

12. Cancer
HCP
Media
Advocacy
Blogger
512836
Which is also where it is most mentioned
Cancer
Source: 2014 Pharma Twittersphere Benchmark, TeamCurious Analyisis, November 5th, 2014

13. of accounts mentioning Novartis
also follow the company
Large number of disconnected participants mention Novartis
HCP
Media
Advocacy
Blogger
Source: 2014 Pharma Twittersphere Benchmark, TeamCurious Analyisis, November 5th, 2014

14. Novartis has large numbers of
disconnected contributors who mention
them but do not link to or follow one
another.
Pew calls this a brand cluster
conversation.
Novartis DNA on twitter: fragmented brand clusters1
1. Pew Internet Org: Conversational archetypes- six conversation and group network structures in twitter
http://www.pewinternet.org/2014/02/20/part-2-conversational-archetypes-six-conversation-and-group-network-structures-in-twitter/

15. 1455
Boehringer tweets most about Respiratory and Cancer
Respiratory
Healthcare
Pharm
a
Cancer
Cardio
Rare
Diabetes
Source: 2014 Pharma Twittersphere Benchmark, TeamCurious Analyisis, November 5th, 2014

16. Healthcare
Pharm
a
Community
Community
...but actively invites participation in their discussions
Source: 2014 Pharma Twittersphere Benchmark, TeamCurious Analyisis, November 5th, 2014

17. Community
Community
of participants follow Boehringer
Highly interconnected community built around pharma and
healthcare topics mention Boehringer
Source: 2014 Pharma Twittersphere Benchmark, TeamCurious Analyisis, November 5th, 2014

18. Boehringer part of a community that is
heavily interconnected and that amplifies
each other’s messages across network.
Pew calls this a community cluster
conversation.
Boehringer’s DNA on twitter: community cluster1
1. Pew Internet Org: Conversational archetypes- six conversation and group network structures in twitter
http://www.pewinternet.org/2014/02/20/part-2-conversational-archetypes-six-conversation-and-group-network-structures-in-twitter/

19. Boehringer’s DNA on twitter amplified by community
followers41 k
reach
Source: 2014 Pharma Twittersphere Benchmark, TeamCurious Analyisis, November 5th, 2014

20. Archetypes of twitter conversations
1. Pew Internet Org: Conversational archetypes- six conversation and group network structures in twitter
http://www.pewinternet.org/2014/02/20/part-2-conversational-archetypes-six-conversation-and-group-network-structures-in-twitter/

21. Archetype of twitter conversations
1. Pew Internet Org: Conversational archetypes- six conversation and group network structures in twitter
http://www.pewinternet.org/2014/02/20/part-2-conversational-archetypes-six-conversation-and-group-network-structures-in-twitter/

22. Archetype of twitter conversations
1. Pew Internet Org: Conversational archetypes- six conversation and group network structures in twitter
http://www.pewinternet.org/2014/02/20/part-2-conversational-archetypes-six-conversation-and-group-network-structures-in-twitter/