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Pharma ramps up its use of Instagram

GSK became the latest firm to join the social network, signing up last month

GlaxoSmithKline GSK Instgram 

More than half of big pharma now uses Instagram in some form, though companies' corporate accounts - traditionally the first to be set up - are just behind that milestone.

The most recent of those to launch a corporate presence is GlaxoSmithKline, which joined the photo sharing social network last month promising to “explore what's behind the science and discover some of the latest healthcare innovations”.

GSK joins the likes of Novartis, Pfizer, Sanofi and Teva in having a company Instagram account, and in total nine of the top 20 firms have followed this route.

Pushing the industry's use of Instagram just over the 50% mark (11 out of the top 20 companies) are careers accounts from Merck & Co and AstraZeneca.

Acquired by Facebook in 2012, Instagram has a long way to go before it challenges its parent company's dominance, but - with its user base heavily skewed towards a younger demographic - it comes second for reach and use among those under 35. 

For those 35 and older, US research carried out in December 2015 by comScore places it second for use but behind LinkedIn, Twitter and Google+ when it comes to reach.

In reviewing pharma's use of Instagram it can be seen that a number of companies' names are already in use … just not by them - a familiar social media issue for companies and brands that don't move quickly enough when new channels emerge.

Consequently, the likes of AstraZeneca, AbbVie, Amgen and Astellas may need to be a little bit creative with their user names should they want to sign-up.

Pharma companies on Instagram include:




Merck & Co careers

Merck for mothers


AstraZeneca careers




Bayer Brazil

Novo Nordisk

Boehringer Ingelheim


20th October 2016

From: Marketing



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