The pharma twitter study series is Whydot’s research study and syndicated advisory service benchmarking how pharma companies engage via twitter. It is the most extensive study undertaken to date: a benchmark of 15 pharma twitter accounts and their over 50,000 followers! All accounts benchmarked were Global corporate communication accounts, except for AstraZeneca, Boehringer Ingelheim and GSK, where also US accounts were included. Pharma Twittersphere. The study objectives are to analyze who follows pharma twitter accounts: segmenting followers by stakeholder, activity and therapeutic area interest.

2. Pharma twittersphere is a data base of
53, 171 pharma followers with combined reach of 55.6 mio!
Source:
Pharma
Twi0ersphere,
Sep
2011;
whdotpharma
analysis 2

3. Twitter accounts from 15 pharma companies currently included
US
US
US
Source:
Pharma
Twi0ersphere,
Sep
2011;
whdotpharma
analysis 3

4. Pharma twittersphere’s market studies available for sale online
Overview
Engagement Matrix
Geography Stakeholders
Source:
Pharma
Twi0ersphere,
Sep
2011;
whdotpharma
analysis 4

5. Pharma Twittersphere Overview
Study
Descrip@on
In
this
report,
we
quan@fy
the
twi0er
opportunity
in
order
to
make
a
more
sound
case
for
twi0er
versus
other
tradi@onal
media
channels.
How
does
the
pharma
presence
on
twi0er
compare
to
other
industries?
To
overall
twi0er
followers?
To
what
degree
do
followers
overlap
between
pharma
companies?
What
is
the
reach
of
followers
and
what
engagement
can
we
expect?
Overview Download
Table
of
Content
Study
(pdf
only):
€
995
Study
+
exhibits
(pdf
+ppt):
€
1,450
The twitter 101 guide to understanding the potential of twitter for pharma
Source:
Pharma
Twi0ersphere,
Sep
2011;
whdotpharma
analysis 5

6. Pharma Twittersphere Geography
Study
Descrip@on
This
report
focuses
on
the
geographical
make
up
of
pharma
twi0er
accounts,
as
well
as
how
pharma
twi0er
accounts
compare
to
one
another
in
terms
of
geography.
Where
are
followers
located?
How
does
the
geographic
make
up
of
followers
compare
to
overall
twi0er
sta@s@cs
or
the
countries’
popula@on?
Amongst
pharma
accounts?
Where
does
localiza@on
of
twi0er
accounts
work?
Geography
Download
Table
of
Content
Study
(pdf
only):
€
995
Study
+
exhibits
(pdf
+ppt):
€
1,450
Where are twitter followers from? Which languages tweet most?
Includes
geographical
benchmarking
data
for
* * * * *
*
Special
benchmarking
analysis
comparing
US
with
corporate
twi0er
presence
Source:
Pharma
Twi0ersphere,
Sep
2011;
whdotpharma
analysis 6

7. Pharma Twittersphere Engagement Matrix
Study
Descrip@on
Engagement
is
a
rela@onship.
You
have
to
invest
in
it
constantly
and
engage
consistently
for
it
to
flourish
in
an
atmosphere
of
mutual
trust
and
respect.
This
made
us
wonder:
Does
it
really
make
a
difference
whether
or
not
pharma
is
following
back
or
how
frequently
companies
tweet?
Does
their
engagement
on
twi0er
impact
the
quality
of
their
followers?
And
how?
Engagement Matrix
Download
Table
of
Content
Study
(pdf
only):
€
995
Study
+
exhibits
(pdf
+ppt):
€
1,450
Which pharma companies were the most engaged in 2011?
Includes
benchmarking
data
for
* US
*
Both
US
and
corporate
twi0er
account
Source:
Pharma
Twi0ersphere,
Sep
2011;
whdotpharma
analysis
7

8. Pharma Twittersphere Stakeholders
Study
Descrip@on
In
this
study,
we
will
see
that
healthcare
professionals
and
pa@ents
now
directly
follow
pharma
news
and
updates
on
twi0er.
Their
reach
is
much
less
relevant
than
the
fact
that
twi0er
provides
a
way
to
directly
engage
with
them.
How
can
stakeholders
on
twi0er
be
segmented?
Which
segments
are
over
or
underrepresented?
How
can
pharma
engage
with
them?
Stakeholders Download
Table
of
Content
Study
(pdf
only):
€
1,
650
Study
+
exhibits
(pdf
+ppt):
€
2,
100
Who follows pharma on twitter? Who should you engage with?
Includes
top
twi0er
accounts
to
follow
by
stakeholder:
Mass
media,
investor
rela@ons,
med/science
news,
journalists,
physicians,
healthcare
centers,
hospitals,
scien@sts,
advocacy
groups,
leading
oncology,
infec@ous
disease
and
diabetes
pa@ent
advocacy
groups,
epa@ents,
Mommy
bloggers
&
payors
Source:
Pharma
Twi0ersphere,
Sep
2011;
whdotpharma
analysis
8

9. Pharma Twittersphere Stakeholders Benchmark - Sign up now!
Benchmark Description
In this study, we benchmark companies
participating in our syndication on all Pharma
Twittersphere dimensions: by geography,
stakeholder and therapeutic/disease category.
Want your twitter account to be included
and receive a detailed analysis of your
followers? Contact us at info@whydot.com
For € 5,000, we will profile your followers
and benchmark them against the other
participating companies.
Who follows you? Who follows your competitors?
Already participating:
Source:
Pharma
Twi0ersphere,
Sep
2011;
whdotpharma
analysis
9

10. Contact us!
Silja
Chouquet
CEO
Mobile:
+41
78
923
7566
e-­‐mail:
silja@whydot.com
blog:
www.whydotpharma.com
twi0er:
@whydotpharma
Find more Pharma Twittersphere information on
www.whydotpharma.com/twitter-market-studies/
10