The document analyzes pharmaceutical company presence and conversations on Twitter. It finds that Novartis has many disconnected mentions that do not link to or follow the company, representing a fragmented brand cluster. In contrast, Boehringer is part of a highly interconnected community around healthcare topics, with 73% of participants following the company - a community cluster that amplifies Boehringer's messages. The community helps Boehringer achieve a greater reach on Twitter than its follower count alone would suggest.
4. The healthcare hashtag convo on twitter1
563,447 Disease Tweets
293,966 Disease participants
...in a week
1 Symplur healtcare hashtag project: http://www.symplur.com/healthcare-hashtags/diseases/
5. The pharma brand convo on twitter
1,892 1,455 tweets
9,486 4,613 mentions
5,581 2,231 participants
...in a year!!!!
Source: 2014 Pharma Twittersphere Benchmark, TeamCurious Analyisis, November 5th, 2014
6.
7. Let’s sequence the Pharma twitter convo
Stakeholders
Topics
Source: 2014 Pharma Twittersphere Benchmark, TeamCurious Analyisis, November 5th, 2014
8. 1892
Most Novartis tweets are about Cancer
Malaria
Healthcare Pharma
Cancer
Cardio Rare
Source: 2014 Pharma Twittersphere Benchmark, TeamCurious Analyisis, November 5th, 2014
9. Which is also where it is most mentioned
Cancer
Advocacy Blogger
HCP Media
512
Cancer 836
Source: 2014 Pharma Twittersphere Benchmark, TeamCurious Analyisis, November 5th, 2014
10. A lot of interest in Novartis malaria activities
Advocacy Blogger
HCP Media
Malaria ...but few Novartis Malaria tweets!
Source: 2014 Pharma Twittersphere Benchmark, TeamCurious Analyisis, November 5th, 2014
11. Large number of disconnected participants mention Novartis
Advocacy Blogger
55%
of accounts mentioning Novartis
also follow the company
HCP Media
Source: 2014 Pharma Twittersphere Benchmark, TeamCurious Analyisis, November 5th, 2014
12. Novartis DNA on twitter: fragmented brand clusters1
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.
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/
13. Boehringer tweets most about Respiratory and Cancer
1455
Respiratory
Healthcare
Pharma
Cancer
Rare Diabetes
Cardio
Source: 2014 Pharma Twittersphere Benchmark, TeamCurious Analyisis, November 5th, 2014
14. ...but actively participates in the healthcare discussion
Healthcare
Pharma
Community
Community
Source: 2014 Pharma Twittersphere Benchmark, TeamCurious Analyisis, November 5th, 2014
15. Highly interconnected community built around pharma and
healthcare topics mention Boehringer
Community
Community
73%
of participants follow Boehringer
Source: 2014 Pharma Twittersphere Benchmark, TeamCurious Analyisis, November 5th, 2014
16. Boehringer’s DNA on twitter: community cluster1
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.
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/
17. Boehringer’s DNA on twitter amplified by community
100 k 41 k followers
62 mio 57 mio reach
Source: 2014 Pharma Twittersphere Benchmark, TeamCurious Analyisis, November 5th, 2014