Pharma Twitterama Redux (2014): LatAm Edition

Shwen Gwee (@shwen)
Founder & Co-Host, PharmFresh.TV
(Former) Chief Digital Officer, Chandler Chicco Companies
Image
source:
h.p://mashable.com/2013/10/07/twi.er-‐us-‐interna>onal-‐growth

PharmaTwitterama Redux (2014): LatAm Edition

The
History
of
Pharma
Twi1erama

History
of
BioPharma
Owned
Twi1er
Accounts
(2008-‐2010)

OpportuniAes
and
Challenges
of
Using
Twi1er
for
Pharma

-  140 character limit does not allow for ISI, legal
disclaimers, etc.
-  Requires constant monitoring/support and quick
responses to be relevant
-  Extremely competitive for visibility, but easy to track
metrics/links, etc.
-  Needs workflow, AE/escalation plan, and editorial plan
to be effective
-  Technical updates to Twitter platform may impact profile
page layout/appearance
+  High social engagement (retweets, etc.) and excellent
“driver” of traffic to other digital/web properties
+  Extremely conversational – acts as a powerful
“backchannel” for events
+  Hashtags allow for topical differentiation and finding/
joining memes
+  Easy to get started and to get short messages
approved; Establishing pharma regs and support team
+  Promoted tweets/accounts can drive traffic
Good Use High Risk!Proceed with
Caution
Promoted Tweets Corporate Account Unbranded Disease Awareness Branded/Product
Good Use

EXAMPLE:
@Diabetes_Sanofi
(Sanofi)

à
CondiAon
Specific
Twi1er
Support
with
Community
Manager

EXAMPLE:
@RaceWithInsulin
(Novo
Nordisk)

à
Sponsored
(Un/Branded)
Celebrity
Twi1er
Proﬁle
for
Charlie
Kimball

EXAMPLE:
@AZhelps
(AstraZeneca)

à
ProacAve
Social
Customer
Service
Support

•  The objective of the live tweetchat were two-fold—AstraZeneca
wanted to:
–  Raise awareness of its Prescription Assistance Program (PAP)
–  Interact with patients, healthcare professionals and industry
advocates about the best ways to promote AZ&Me.
•  During the time allotted to the live chat, there were nearly 400
tweets using the #RxSave hashtag. Even after the close of the
event, tweeters continued to use the hashtag.
•  Four days later, there were more than 1,000 tweets from more
than 200 different people that used the hashtag. AstraZeneca
also gained 73 Twitter followers the day of the chat—and this
number has steadily increased.
•  Read more at eMarketer.
EXAMPLE:
#RXsave
via
@AstraZenecaUS
(Astrazeneca)

à
Live
Public
TweetChat
(to
raise
awareness
for
PAP)

EXAMPLE:
@Anacin
(INSIGHT
PharmaceuAcals)

à
PromoAonal
Couponing
and
Live
Twi1er
Chat
(with
Prizes)

EXAMPLE:
@GILENYAGoUSOnly
(NovarAs)

à
Branded/Product
Twi1er
Proﬁle
(with
“US
Only”
Disclaimer)

EXAMPLE:
Diabetes
Nest
(Roche
Accu-‐Check)

à
Brand-‐Sponsored
Twi1er
Network
with
Curated
Content

EXAMPLE:
@Boehringer
and
@AstraZenecaUS
Vine
Videos

à
Unbranded
Disease
EducaAon
and
PaAent
Assistance
Support

78%
of
Twi1er
Users
are
Outside
USA

Source:
Sta>sta.com
(OCT’2013):
h.p://www.sta>sta.com/topics/737/twi.er/chart/1522/twi.ers-‐user-‐growth

Engagement
on
Twi1er
(2014)

Twi1er
Users
Are
Highly
Mobile

Twi1er

ConversaAons
Are
Very
Cyclical

Twi1er
ConversaAons
Are
Also
“Seasonal”

2014:
Change
to
Twi1er
Proﬁle
Page
Layout

New
Proﬁle
Page
Features

Larger
Proﬁle
Picture

Filtered
Tweets

Pinned
Tweets

Best
Tweets

“Expandable”
Tweets
Allow
Inline
Viewing
of
Content

•  See
#
of
Retweets

•  View
Image/Video

•  View
ConversaAon
Stream

Twi1er
Cards
Allow
for
Inline
InteracAon

Twi1er’s
(Built
In)
AnalyAcs
Dashboard

Source:
Twi.er
Internal
Data,
“Men>ons
of
MS
related
terms
on
Twi.er”.
Comscore
Data,
user
behavior
metrics,
2013.
Experts
via
Topsy.

Track
Ac(vity,
Interests,
Geography,
and
Data

PaAents
and
Caregivers
Are
On
Twi1er

comScore Plan Metrix February 2014
2.1M
Healthcare Professionals
3.7M
Bought an allergy
medicine in March ’13
8.0M
Caregivers
18.9M
Visited doctor in last 6
months
4.6M
Searched online for OTC
drug information
7.9M
Arthritis patients or
caregivers
4
Patients and caregivers are on Twitter
@TwitterAds | Conﬁdential

EXAMPLE:
The
MS
ConversaAon
is
Happening
on
Twi1er

Twitter, Inc. | Conﬁdential
0"
2000"
4000"
6000"
8000"
10000"
12000"
14000"
16000"
18000"
20000"
14(May(12" 14(Jun(12" 14(Jul(12" 14(Aug(12" 14(Sep(12" 14(Oct(12" 14(Nov(12" 14(Dec(12" 14(Jan(13" 14(Feb(13" 14(Mar(13" 14(Apr(13"
Mentions of MS related terms on Twitter (in the past year)
225K+
9
339K+
446K Twitter users have MS
Twitter users bought an MS
prescription drug in Mar
The multiple sclerosis conversation is happening on Twitter
@PositiveAboutMS
2.3K Followers
190 MS Tweets
67 RT
@MSTrust
17.7K Followers
168 MS Tweets
69 RT
Twitter Internal Data, “Mentions of Flu related terms on Twitter”.
Comscore Data, user behavior metrics, 2013. Experts via Topsy
THE
SOURCE
Lead the conversation along with your audience and community thought-leaders
JuneMay July Aug Sept Oct Nov Dec Jan Feb Mar April May
2000
6000
10000
14000
18000
@GilenyaGoUSOnly
1.2K Followers
59 MS Tweets
167 RT
Source:
Twi.er
Internal
Data,
“Men>ons
of
MS
related
terms
on
Twi.er”.
Comscore
Data,
user
behavior
metrics,
2013.
Experts
via
Topsy.

State of Pharma Tweets:
What Really Matters?

If
@JohnPugh
Were
Here…

h1p://youtu.be/DvdDy90E2v0

Highest
#
of
FOLLOWERS
by
Twi1er
Account

Source:
Pharma
Can
be
Social
by
@JohnPugh
–
h.p://johnpugh.guru

Highest
#
of
TWEETS
by
Twi1er
Account

Source:
Pharma
Can
be
Social
by
@JohnPugh
–
h.p://johnpugh.guru

EsAmated
#
of
TWEETS
Published
by
Company

Source:
Pharma
Can
be
Social
by
@JohnPugh
–
h.p://johnpugh.guru

EsAmated
#
of
Tweets,
Retweets,
and
MenAons
by
Company

Source:
Pharma
Can
be
Social
by
@JohnPugh
–
h.p://johnpugh.guru

Reach
vs.
Followers
–
QuanAty
vs.
Quality

Source:
Pharma
Can
be
Social
by
@JohnPugh
–
h.p://johnpugh.guru

Golden
Rules
of
Corporate
TweeAng

Source:
Pharma
Can
be
Social
by
@JohnPugh
–
h.p://johnpugh.guru

LaAn
America
Internet
PopulaAon
is
Fastest
Growing
in
The
World

Source:
IMS
(2013)
–
Infographic
-‐
h.p://www.imscorporate.com/he-‐la>n-‐american-‐digital-‐consumer-‐infographic

-  Nearly
64%
of
the
LatAm
Internet
populaAon
is
34
or
younger.

-  97.5%
of
LatAm
Internet
users
are
on
social
media,
including
Twi1er,
Google+,
and/or

Facebook.

-  There’s
been
a
60.5%
increase
in
ecommerce
between
2011
and
2013
in
LaAn
America.

USA
LatAm

LatAm:
Age
DistribuAon
and
What
They
Are
Doing
Online

Source:
IMS
(2013)
–
Infographic
-‐

LatAm:
High
Usage
of
Social
Media
and
eCommerce

Source:
IMS
(2013)
–
Infographic
-‐

USA
LatAm

LatAm
USA

LatAm:
Increasingly
Using
Mobile
To
Go
Online

Source:
IMS
(2013)
–
Infographic
-‐

USA
LatAm

What
Can
Twi1er
Do
in
LatAm?

LatAm:
The
Majority
of
Companies
Are
Now
AcAve
on
Social
Media

Source:
Burson-‐Marsteller
La>n
America
Social
Media
Check-‐Up
2013
–
h.p://www.slideshare.net/BMGlobalNews/bursonmarsteller-‐la>n-‐america-‐social-‐media-‐checkup-‐2013

LatAm:
%
of
Companies
Using
Twi1er
Have
Skyrocketed

Source:
La>n
America
Social
Media
Check-‐Up
2013
–

LatAm:
Twi1er
Catches
Up
To
Facebook
As
Platorm
of
Choice

Source:
La>n
America
Social
Media
Check-‐Up
2013
–

LatAm:
%
of
Companies
with
Twi1er
Accounts
has
Increased
Faster

than
Global
Rate

Source:
La>n
America
Social
Media
Check-‐Up
2013
–

LatAm:
%
of
Companies
with
Twi1er
Accounts
More
Than
Double
in

ArgenAna,
Peru,
Puerto
Rico,
and
Venezuela

Source:
La>n
America
Social
Media
Check-‐Up
2013
–

LatAm:
Average
Number
of
Followers
per
Company
Account
Have

Skyrocketed
in
Brazil
and
Mexico

Source:
La>n
America
Social
Media
Check-‐Up
2013
–

The Twitter Opportunity:
Targeting Your Audience

Twi1er
“Pharma
Regs”

Reminder Ads
Promoted Tweets (and URLs) containing the name of the drug are permitted with the following restrictions:
• Cannot reference the condition or disease the drug treats. May use phrases such as ‘learn about treatment here,’ or ‘get more from your doctor’
• Must reference both the brand and generic drug names
• The ad itself does not need to provide Fair Balance info as it does not discuss the condition it treats or its efﬁcacy
• The Promoted Tweets can lead back to the manufacturer’s website
• These ads are not considered appropriate (and, therefore, cannot be promoted) for drugs that come with serious health warnings (Boxed Warnings), such as death or
serious injury
Help-Seeking Ads
Promoted Tweets (and URLs) containing information about a condition or disease, and directing users to more information, are permitted with the following restrictions:
• Cannot reference the drug or treatment(s). May use phrases such as ‘ask your healthcare provider for more info’, ‘get help’ (the disease or condition may also be
mentioned: ‘cholesterol facts and info’)
• Cannot use a branded drug @username. For example, Crestor may not promote tweets using the @crestor handle. They may, however, use something like
@cholesterol where the content of their tweets relates to education about lowering cholesterol. In the US (but not Canada) they can use the pharmaceutical
manufacturer’s brand such as @AstraZeneca
• Cannot include a branded drug name display URL in their bio or the ad itself. For example, Crestor may not point users directly to the Crestor.com site. They may,
however, use a non-branded display URL such as www.getcholesterolinfo.com that redirects to crestor.com, or www.mymstreatment.com redirects
to www.tysabri.com
• In the US (but not Canada) they can include the drug company’s name, provided there is no reference to the drug
Within the US/Canada, pharmaceutical manufacturers may run the following
ads without combining:Within
the
US/Canada,
pharmaceuAcal
manufacturers
may
run
the
following
ads
without
combining:

Suggested
Best
PracAces
for
Pharma
(by
Twi1er)

- Scenario
Planning

•  Prepare
for
adverse
responses
from
users
with
template
response
tweets

for
an(cipated
user
responses.

- Suﬃcient
Pre-‐Approved
Content

•  Ensure
there
is
content
approved
for
op(miza(on
and
campaign
strategy.

7
Tweets
per
week
should
be
approved
by
legal.

- Campaign
Management
Approval

•  Allow
team
managing
campaigns
approval
to
adjust
targe(ng,
bids,

budgets,
etc.
as
required
to
achieve
campaign
objec(ves.

Social
PromoAon:
Twi1er
Ads

Twi1er’s
TargeAng
CapabiliAes
itter’s targeting capabilities
Look-a-likes
Target users similar to your
followers
Location
Target users by country,
state or Metro area
Followers
Target your followers
Device
Target users by device
& platform
TV ads
Target Twitter users who
were likely to have seen
your ad on TV
Search
Target users searching relevant
keywords
Keywords
Target users who Tweet or
engage with Tweets that
contain specific keywords
Interests
Reach users with specific
interests or who follow
specific accounts
Gender
Target male or female users
using contextual signals

New:
TargeAng
by
Language

New:
Tailored
Audiences
for
Re-‐TargeAng

•  Using
Web

Browser

Cookie
ID
with

Ad
Partner

•  Using
Email

Lists
and/or

CRM
Database

Twi1er
Drives
Social
TV

ConAnue
the
ConversaAon
with
TV
Ad
TargeAng

Extend
TV
Commercials
on
Twi1er:
TV
Ad
(Re)TargeAng

h1p://youtu.be/Lzxlo6_AkF0

Aligning
Twi1er
Ads
with
TV
Drives
Impact

Aligning Twitter Ads with TV has an outsized impact
+58%
higher purchase intent
+95% 
stronger message
association
TV x Twitter campaigns increase purchase intent and message association compared to just TV
Source: Twitter Internal, TV ad targeting beta performance - 2013

The Future of Twitter…
Real Time Engagement
and
Social Command Centers

The
Healthcare
Hashtag
Project

What
is
a
Social
Media
Command
Center?

60

“A social media command center
is a dedicated area where a
company can monitor and
engage in social conversation
around their brand and
market... it allows for real-time
monitoring of social media
trends that can inform business
decisions and enhance the social
health of your brand.*”

Examples
of
“Live”
Social
Media
Command
Centers

61

Super
Bowl
XLVII:
Oreo
Real-‐Time
Engagement

Conﬁden>al
62

6
2
5/10/1
4

Oreo
Super Bowl Tweet
Retweets:

>
15,000

Facebook

“Likes”:

>
20,000

New
Followers

on
TwiNer:

>
8,000

The company decided that it would do something in
social media every day rather than just occasionally:
The company eventually set up a war room to
figure out what was meaningful to its followers --
who include some 32 million individuals on
Facebook and about 80,000 on Twitter.
So when the lights went out at the New Orleans Super
Dome during the Ravens v. 49ers game, Oreo had a
well-oiled machine in place that was used to
interacting live in social media every day.

Engage
and
Respond
to
Social
ConversaAons
in
Real
Time

- Empowers
companies
to
listen,
react
and
respond
to
audience(s):

- At
“Live”
Events
(e.g.
Medical
Mee(ngs/Conferences)

- During
Corporate/Product
Milestones
(e.g.
Product
Launch,
FDA
Ad
Comm)

- When
Issues
Arise
(e.g.
Crisis
Management)

- For
Real-‐Time
Content
MarkeAng

- Allows
companies
to
track
brand
men(ons
or
keywords,
monitor
key

inﬂuencers,
and
detect
conversa(on
trends

- For
crisis
management,
real-‐(me
monitoring
helps
detect
and

prevent
escala(on
of
issues,
allowing
clients
to
react/respond
where

appropriate

63

Real
Time
MarkeAng
Workﬂow

Source:
David
Armano
–
Edelman’s
SICC
(Social
Intelligence
Command
Center)
–
h.p://www.slideshare.net/darmano/edelmans-‐sicc-‐social-‐intelligence-‐command-‐center

Real
Time
Social
Command
Center
to
Monitor

“Backchannel”
ConversaAons
at
Live
Events

65

Twi1er
ConversaAons
Are
ExponenAally
Increasing
at
Medical
MeeAngs

66

Monitoring
#ASCO13

67

Top Influencers:Social Conversation Channel Distribution
Competitor Mentions
#ASCO13

Primary Keyword Mentions

Genentech
Tweets
@
#ASCO13

68

Even
awer
the
meeAng,

@Genentech
conAnued
to
engage

their
audience
with
interesAng
and

humorous
tweets/videos

RT’ed
by
@adamfeuerstein,

leading
to
many
more
RT’s
for

@genentech

Links
to
their
ASCO
microsite,

where
they
have
“handy

#ASCOIQ
ﬂashcards”
–
added

value

How
Genentech
Leveraged
Real
Time
MarkeAng
@
#ASCO13

69

Gene.com/ASCO: Dedicated Microsite
@Genentech Twitter Handle @Gene_Antibody Twitter Handle
ASCO Media Team
ASCO Tweet Stream
Thought Leadership Articles from
Genentech leadership
Infographics
Tweeting and “gene antibodies”
live at meeting
YouTube Videos
Proactive Tweets to
“entertain” people, even
those in line at airport
Retweets (RT/MT) @ Responses

Thank You
@shwen
shwen@med20.com
PharmFresh.TV

Pharma Twitterama Redux (2014): LatAm Edition

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Pharma Twitterama Redux (2014): LatAm Edition