The document summarizes findings from the Pharmasphere 2016 study which analyzed Twitter engagement of major pharmaceutical companies regarding biosimilars. It found that: 1) The biosimilars discussion on Twitter is not driven by pharmaceutical companies but by other stakeholders like media, services providers, and patient advocacy groups. 2) Mentions of pharmaceutical companies like Novartis and Amgen around biosimilars exploded in 2015 during regulatory approvals but companies were still not actively engaging in related discussions. 3) Media and services providers to the pharmaceutical industry retweeted and mentioned biosimilar topics on Twitter most frequently in 2015, indicating they are influential voices in related online conversations.

1. Pharmasphere 2016
Pharmasphere 2016
Executive Summary
Market research study and syndicated advisory service
benchmarking how pharma companies engage via Twitter

2. Pharmasphere 2016
An analysis of primary corporate Twitter accounts with global audiences*
28 Top Pharma Companies
2
*Secondary accounts, including brand-specific and country-specific accounts, are excluded from this benchmark, but available upon
request.
@abbvie
@actelion_com
@abbottglobal
@abbottnews
@amgen
@astrazeneca
@bayer
@bayerhealthcare
@bmsnews
@boehringer
@celgene
@gileadsciences
@gsk
@jnjnews
@jnjglobalhealth
@astellasus
@lillypad
@merck
@mylannews
@novartis
@novonordisk
@pfizer
@sanofi
@roche
@takedaoncology@merckgroup
@baxter_intl
@biogen
@allergan @ucb_news
@shireplc
new
newnew
new

3. Pharmasphere 2016
An analysis of leading biosimilar specialists and relevant big pharma competitors
23 Top Biosimilar Companies
3
*Secondary accounts, including brand-specific and country-specific accounts, are excluded from this benchmark, but available upon request.
@alvogenpr
@Alvotech_bio
@AmgenBiosim
@Bioconlimited
@CelltrionDream
@CreaBiomart
@LFB_Group
@stada
@SunPharma_Live
@ZydusUniverse
@bioxpress
@lillypad
@merck
@mylannews
@sandoz_global
@pfizer
@tevapharm@merckgroup
@Cipla_Global
@drreddys
@biocad_ltd
@bmsnews
@boehringer

4. Pharmasphere 2016
Pharma’s direct audience on Twitter consists of 730k unique accounts with a
reach of almost 800 million
4
1.7 million
Total follower relationships
of tracked companies
730 k
Unique followers
of tracked companies
On average users follow
2.3 companies
Source: pharma follower analysis, 31.12.2015
total reach of pharma
Twittersphere followers
combined
791.7 million

5. Pharmasphere 2016
Biosimilars Twittersphere- Conversations and Influencers
5
The Biosimilars Twittersphere study analyzes the
latest discussions on biosimilars, identifying
critical topics and areas of interest from relevant
stakeholder groups, subject matter experts, and
their audiences.
The research includes an assessment of pharma
companies’ and emerging biosimilar specialists’
contributions to Twitter biosimilar conversations
and recommendations for how pharma can
engage with biosimilar stakeholders.
Available August 2016

6. Pharmasphere 2016
The biosimilars discussion on Twitter is not driven by pharma
6
499 biosimilar tweets*
1,709
Retweets of biosimilar tweets
Original tweets
Tweets retweeted
Non-followers
Followers
7,913
Direct mentions
of pharma accounts
Followers
Non-followers
Source: analysis of tweets, Jan 2015-Mar 2016

7. Pharmasphere 2016
Disease focus of biosimilar tweets grew and diversified
CardiologyOncology Infectious diseases Neurology OtherPulmonaryImmunology Endocrinology
* Sample of 31 global pharma accounts Source: ubercurious analysis of tweets during 12 months, Jan 2015-Dec 2015
7
2014 20152013

8. Pharmasphere 2016
Mentions exploded in 2015 with first US biosimilar approval
Source: ubercurious analysis of tweets during 12 months, Jan 2015-Dec 2015
8
Tweets Retweets Mentions
2014 20152013
Novartis wins 1st US
biosimilar approval for
Zarxio; Amgen appeals
Novartis wins appeal,
Sandoz launches Zarxio
Amgen starts communicating
about biosimilars!!

9. Pharmasphere 2016
Novartis and Amgen most mentioned on Twitter in regards to biosimilars
finally jumped in to communicate
9Source: analysis of tweets on 5 benchmark accounts, Jan 2015-Mar 2016
Ability to Retweet and
mentions content key in
creating engagement with
relevant audiences, esp. MS
patients
Tweets, reteweets and mentions about biosimilars by pharma twitter accounts
Tweets Retweets Mentions

10. Pharmasphere 2016
Methodology – Audience Segmentation
10
HCP
Physicians, Nurses,
Pharmacists, Healthcare
Centers/Hospitals,
Researchers
Industry
Pharma Companies, Trade
Associations, Pharma
Employees
Media
Medical and Science
Publishers, Journalists,
Conferences, Investors and
Financial Publications
Payor
Insurers, Health
Authorities, Politicians
Advocacy
Patient Groups, Public
Health, Humanitarian
General
Public
Non-health individuals and
organizations
Influe-
holder
ePatients, Health/Medicine
Bloggers, Pharma
Commentators
Services
Service providers to the
pharmaceutical industry
(CROs, agencies etc.)
LowQual
Insufficient information,
spammers
Twitter accounts are continuously segmented based on
information in their twitter profiles as well as content tweeted.
Accounts indicating more than one possible profession are
attributed to most relevant segment from a pharma regulatory
perspective e.g. a Physician and Blogger would be segmented
as an Healthcare Professional (HCP).

11. Pharmasphere 2016
Media and Services retweeted and mentioned biosimilar topics on Twitter most
in 2015
11Source: analysis of tweets on 5 benchmark accounts, Jan 2015-Mar 2016
Retweets and mentions received, segmented by stakeholder