Pharma Twitterama

Pharma!
Twitterama:!
Exploring The Use of Twitter!
in Pharma & Healthcare !

Shwen Gwee (@shwen)
Lead, New Media Communications
Vertex Pharmaceuticals!

Disclaimer
•! The opinions and ideas expressed in this presentation are
strictly my own and are not screened by my employer.
•! Everything mentioned or presented is strictly my personal
opinion and does not necessarily represent the views of
Vertex Pharmaceuticals.

!

Image by: Monkey Works Illustration

What is Twitter?
•! Micro Blogging / Micro Sharing Tool; or Micro Media
•! Wikipedia (July 2009):
•! “Twitter is a free social networking and micro-blogging
service that enables its users to send and read messages
known as tweets.”
•! “Tweets are text-based posts of up to 140 characters
displayed on the author's profile page and delivered to the
author's subscribers who are known as followers”
•! About.com (July 2009):
•! “…micro-blogging is for people who want a blog but don't
want to blog.”
•! Twitter is micro-blogging. It is social messaging. It is an
event coordinator, a business tool, a news reporting service
and a marketing utility.

What is Twitter?
Remember The Tipping Point’s “Law of the Few” ?
“The success of any kind of social epidemic is heavily
dependent on the involvement of people with a
particular and rare set of social gifts”

Malcolm Gladwell (2003), The Tipping Point: How Little Things Can Make a Big Difference

What is Twitter?

Illustration: David Armano, Logic+Emotion Blog (http://darmano.typepad.com)

What is Twitter?
•! “Connectors – the kinds of people who know
everyone and possess special gifts for bringing
the world together”
•! Twitter is a conduit for connecting:
You Followers
People Each Other
Followers What You Value as
Important

Illustration: David Armano, Logic+Emotion Blog (http://darmano.typepad.com)

Is Twitter Social CRM?

Source: Brent Leary, Social CRM in Pictures....and Words, Brent’s Social CRM Blog (http://crm2.typepad.com/brents_blog/2008/07/social-crm-in-p.html)

Twitter – Basic Functions

Post
Follow

@ Reply + Unfollow

Direct Message (DM)
! 140
CHARACTERS
Favorite

Twitter – Follow/Unfollow

Click to Follow

Twitter – Follow/Unfollow

Now You’re Following

Twitter – Basic Interface & Functions

Tweet Stream Mentions/Replies

Private DMs

Twitter – Replying & Direct Messaging

@

Beyond Basics: Welcome to the Twitterverse…

Source: Brian Solis, Gazing into the Twitterverse, PR 2.0 Blog (http://www.briansolis.com/2009/05/gazing-into-twitterverse)

Beyond!
!
Twitter Basics

#Hashtags
•! Wikipedia Definition:
•! Hashtags are a community-driven convention for
adding additional context and metadata to your
tweets.
•! They're like tags on Flickr, only added inline to your
post. You create a hashtag simply by prefixing a
word with a hash “#” symbol: e.g. #hashtag.
•! Acts like a reference label for events and/or topics
•! e.g. #Twitterama for this webinar
•! E.g. #health20 for Health 2.0 Conference

Searching Events/Topics: Hashtags.org

Finding/Following People: Twellow.com

Twitter Directories: WeFollow.com

URL Shorteners: e.g. TinyURL.com, Bit.ly, Ow.ly

Tweet Management: TweetDeck

Insert Source: http://www.1stwebdesigner.com/tutorials/learn-how-to-use-tweetdeck-effectively-and-save-time

Multiple Account Management: HootSuite.com

Corporate Tweet Management: CoTweet.com

Myth 1

Twitter is Just for
Teens & College Students

Myth 1: Twitter is Just for Teens & College Students
•! Facebook is popular as one can
interact with friends on a wide
scale.
•! On the other hand, teenagers do
not use Twitter.
•! Most have signed up to the
service, but then just leave it as
they realize that they are not
going to update it (mostly
because texting Twitter uses up
credit, and they would rather text
friends with that credit).
•! In addition they realize that no
one is viewing their profile, so
their 'tweets' are pointless.
Source: Guardian.co.uk, July 13, 2009 (http://www.guardian.co.uk/business/2009/jul/13/twitter-teenage-media-habits)

Myth 1: Twitter is Just for Teens & College Students
•! 18-24 year olds 12 percent less likely than average to visit Twitter
•! 25-34 year olds are 30 percent more likely to visit Twitter
•! 45-54 year olds are 36 percent more likely than average to visit Twitter
Age Distribution of Twitter Users

Source: comScore Voices, April 7, 2009 (http://blog.comscore.com/2009/04/twitter_traffic_explodesand_no.html)

Myth 2

Twitter is a Time Suck –
It’s All Just Useless Info Anyway

Myth 2: Twitter is a Time Suck –
It’s All Just Useless Info Anyway
•! Depends who you follow…And What You’re Interested In

Myth 3

Pharma/Healthcare Can’t
Engage on Twitter

Myth 3: Pharma/Healthcare Can’t Engage on Twitter

•! Adoption of Twitter has surpassed YouTube in Hospitals

•! 213 Twitter Accounts
•! 142 YouTube Channels
•! 109 Facebook pages
•! 26 Blogs

Source: @EdBennett, Hospital Social Network List, Found in Cache Blog, June 15, 2009 (http://ebennett.org/hsnl/)

Myth 3: Pharma/Healthcare Can’t Engage on Twitter

•! Pharma presence on Twitter is Growing Steadily

Start of Twitter Activities

Nov Dec Jan Feb Mar Apr May June July

2008 2009

@Boehringer @AstraZenecaUS @JNJComm @NovartisTrials @Amgen @SanofiPasteur @Pfizer_news
@Novartis @Roche_com @GenentechNews
@GSKUS
@SanofiAventisTV

Adapted from: @WhyDotPharma, Pharma twittersphere - To be followed or to follow?, WhyDotPharma Blog, July 14, 2009
(http://www.whydotpharma.com/2009/07/14/pharma-twittersphere-to-be-followed-or-to-follow/)

Stats and Facts
About Twitter!

Twitter Growth (2008–2009)
•! In 2008, Twitter grew ~753%1

•! From FEB 2008 to FEB 2009, Twitter grew ~1382%2
Site Feb 08 Feb 09 % growth
Twitter.com 475,000 7,038,000 1382%

Source: 1. Compete.com, 2. Nielsen NetView, 2/09, U.S., Home and Work (http://blog.nielsen.com/nielsenwire/online_mobile/twitters-tweet-smell-of-success)

Twitter Age Range

Unique Visitors to Twitter.com by Age Demographic
Age Group Unique Audience Composition %
2-17 250,000 3.6
18 – 24 ** **
25 – 34 1,379,000 19.6
35 – 49 2,935,000 41.7
55+ 1,165,000 16.6
65+ 477,000 6.8
**These demographics have insufficient sample sizes

Source: Nielsen NetView, 2/09, U.S., Home and Work (http://blog.nielsen.com/nielsenwire/online_mobile/twitters-tweet-smell-of-success)

Twitter Users by Age and Gender

Source: Sysomos Inc, June 2009, An In-Depth Look Inside the Twitter World (http://www.sysomos.com/insidetwitter/)

Twitter Users by Geography

Description: The bar chart shows the number of Twitter users
from top-10 cities relative to the number of users in New York
City. The chart shows that the number of users in NYC is four
times that in San Diego.


Twitter Activity


The More Followers, the More You Tweet
•! As Twitter users attract more followers, they tend to Tweet more often

# of Followers Avg. # of Tweets/Day
< 1,000 ~3
1,000–1,749 ~6
>1,750 ~10

Twitter Activity
•! 5% of users account for 75% of all activity
•! 10% account for 86% of activity
•! 30% account for 97.4%


What Can Twitter Do For You?
•! Research (prospective and retrospective)
•! Reinforce and Expand Your Brand
•! Promote Content
•! Extend Audience (e.g. link traffic, SEO)
•! Networking and “Media Relations”
•! Previews and Feedback (e.g. testing messages)
•! Speedlinking (e.g. auto-tweeted links)
•! Story Gathering (e.g. for breaking news)
•! What people really think (good, bad, and ugly)
•! Establish, Engage, and Maintain Relationships
Adapted from: ProBlogger, January 23, 2008, 9 Benefits of Twitter for Bloggers (http://www.problogger.net/archives/2008/01/23/9-benefits-of-twitter-for-bloggers/)

Groundswell Objectives

Listen Research

Engage Talk to people

Energize Energize your advocates

Support Support your customers

Embrace Embrace customer feedback

Josh Bernoff, Groundswell Blog: Twitter is a 5-tool player -- how it should get paid (http://blogs.forrester.com/groundswell/2009/03/twitter-is-a-5.html)

Groundswell Objectives & Roles

OBJECTIVES ROLES
Listen Market Research/
CorpComm
Engage CorpComm/Marketing

Energize Marketing/Sales

Support Sales/Customer Service

Embrace Marketing/CorpComm

Charlene Li & Josh Bernoff (2008), Groundswell: Winning in a World Transformed by Social Technologies (http://www.forrester.com/Groundswell)

Corporate Objectives
•! Market Research
•! Customer Service
•! Customer Relations
•! Publicity and Promotion
•! Marketing and Sales
•! Crisis Communication
•! Issues Advocacy
•! Event Support/Management
•! Event Updates

Adapted from: ProBlogger, January 23, 2008, 9 Benefits of Twitter for Bloggers (http://www.problogger.net/archives/2008/01/23/9-benefits-of-twitter-for-bloggers/)

Promotions / Customer Relations

Promotion/Sales, Customer Support, etc.

Promotion / Sales Community Relations

News/Event Updates

“Embracing” Customers

Customer Support

Other Healthcare!
Examples !

Clinical Trial Matching: @TrialX
•! "The TrialX Twitter App allows you to find clinical trials of new
treatments in your area."
•! You can DM them for privacy

Bipolar/Depression Support: @PolarWisdom
•! News, community, and advocacy feed for those dedicated to
living well with bipolar disorder and depression, including support
networks of family, friends, and fellow patients
•! “Twitter helps reframe healthcare research, news and content in
terms of personal, n=1 context”
•! Tweet contents:
•! News/Journal articles (from POV of afflicted)
•! Resources available for caregivers/survivors
•! Latest research on medication development, clinical trials,
and side effects
•! Developing advocacy by learning more about condition

Source: @JensMccabe, Meet @PolarWisdom: A Ground Zero Glance at Building the First Condition-Specific, Collaborative advocacy Twitter Feed,
April 6, 2009 (http://www.twitter.com/polarwisdom)

HealthCare and Social Media #hcsm Tweet Chat

PharmaCo’s On Twitter
1.! @Allergan"
2.! @Amgen – Currently unconfirmed as true corporate account (6/18)!
3.! @AstraZenecaUS"
4.! @Boehringer"
5.! @GenentechNews"
6.! @GSKUS"
7.! @JNJComm"
8.! @Novartis"
9.! @NovartisTrials – Clinical Trials focused Twitter account"
10.!Novo Nordisk: @RaceWithInsulin – Promotional Rx Twitter Account"
11.! @Pfizer_news"
12.!@Roche_com"
13.!@SanofiAventisTV – Provides updates new video channel"
14.!@SanofiPasteur"

Source: @Jonmrich, Pharma and Healthcare Social Media Wiki, Dose of digital Blog, July 2009
(http://www.doseofdigital.com/healthcare-pharma-social-media-wiki/)

PharmaCo’s On Twitter

Start of Twitter Activities

Nov Dec Jan Feb Mar Apr May June July

2008 2009

@Boehringer @AstraZenecaUS @JNJComm @NovartisTrials @Amgen @SanofiPasteur @Pfizer_news
@Novartis @Roche_com @GenentechNews
@GSKUS
@SanofiAventisTV


PharmaCo’s: Twitter Activities
•! Follower/Following Activity:
Follow Activity PharmaCo’s
Do not follow anyone Amgen
Only follows a selection of
AZ, Roche, Genentech, GSK, Novartis
followers
Follows (almost) everyone
Boehringer, JNJ
who follows them

•! NOTE – Following Someone Allows You To…
-! Receive their tweets in your tweet stream
-! Receive direct messages (DMs) from them


PharmaCo’s: Number of Followers
Number of Followers on twitter
2')3'()**)+#$,' (July 13th, 2009)
2500
2126
1965
2000

1617
1500
1191 1167
!"#$%&#'()**)+#$,-'./01'
1058
1000
741
638

500

0

Data Source: www.twitter.com, July 13th, 2009; whydotpharma analysis

Source: @WhyDotPharma, Pharma twittersphere - To be followed or to follow?, WhyDotPharma Blog, July 14, 2009

PharmaCo’s: Number They Are Following
Number of Following on twitter
2')3'()**)+45&' (July 13th, 2009)
2000

1559
1500

1095
1000

500

!"#$%&#'()**)+45&-'/67' 182 163
76 50 9 0
0

Data Source: www.twitter.com, July 13th, 2009; whydotpharma analysis


PharmaCo’s: Number of Updates
Number of Updates on twitter
2')3'<9:%;#,' (July 13th, 2009)

500

311
261
250

155

92 79
!"#$%&#'89:%;#,-'..6'
28 20
6
0

Source: www.twitter.com, July 13th, 2009; whydotpharma analysis


PharmaCo’s: Number Following & Updates
2')3'()**)+45&' Number Following and Updates by PharmaCo
2000

1500 @Boehringer

1000 @JNJComm

500 !"#$%&#'3)**)+45&-'/67'

@GSKUS
@AstraZeneca
@Roche_com
@genentechnews
@Amgen @Novartis
0
0 50 100 150 200 250 300 350 400
!"#$%&#'<9:%;#,-'..6' 2')3'<9:%;#,'
Data Source: www.twitter.com, July 13th, 2009; whydotpharma analysis Bubble size = # of followers: 1,306


Types of PharmaTweets
•! Types of PharmaCo Updates on Twitter:
Types of Tweets PharmaCo’s
Speedlinking /
SanofiAventisTV
Auto-updates
News Updates /
Amgen, Genentech, Novartis, Pfizer, Sanofi Pasteur
Corp Comm
Engaging and
AZ, Boehringer, GSK, JNJ, Roche
Energizing*
Promotional: Race with Insulin (Novo Nordisk)
Specialized
CT Recruitment: Novartis Trials
*Includes: ReTweeting, linking to other (non-company) resources, engaging in
conversation, expressing gratitude, etc.

PharmaTweets: @RaceWithInsulin

What Do People Want From PharmaTweets?
•! Which topics would you like PharmaCo’s to cover more on
Twitter?

Source: @WhyDotPharma, The state of the pharma twittersphere, WhyDotPharma Blog, July 13, 2009
(http://www.whydotpharma.com/2009/07/13/the-state-of-the-pharma-twittersphere/)

What Do People Want From PharmaTweets?
•! Would it be a good idea for PharmaCo’s to offer separate
Twitter accounts per topic?

•! If PharmaCo’s would offer Twitter accounts per topic, how
many would you be ready to follow per company?

Source: @WhyDotPharma, The state of the pharma twittersphere, WhyDotPharma Blog, July 13, 2009
(http://www.whydotpharma.com/2009/07/13/the-state-of-the-pharma-twittersphere/)

Conclusions for PharmaCo Tweets
•! Update tweets regularly
•! Follow people back (if possible)
•! People want to hear about:
•! Social causes and events
•! Medical and science news
•! Other activities not readily available by traditional media
•! Provide value to your followers, both with your tweets
and what you do with theirs (e.g. ReTweet, link to
resources, etc.)
•! Have a conversation with your followers (if possible)

Final Thwoughts and Twips
•! Look before you leap
•! Consider developing a guideline for tweeting (before starting)
•! Who should Tweet
•! What should be tweeted (contents, voice, etc.)
•! How to respond to mentions (@ replies) and DMs
•! See: Airforce Blog Assesment flowchart – http://bit.ly/R6sqg
•! Start internally
•! Experiment with tools like Yammer
•! Don’t be afraid to ask for feedback and suggestions
•! Let your tweets evolve organically
•! Be authentic and don’t try to sell
•! Bring booze to the party

Thank You!

@shwen
Illustration by: Hellvetica

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