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Ogilvy and Pulsar reveals latest ‘social check-up’ report

Social media report names Novo Nordisk as most engaging pharma company

digital

Ogilvy Healthworld, in partnership with social media monitoring platform Pulsar, has revealed its fourth annual report ‘The Social Check-up’, and with it come some interesting insights for pharma.

The report analyses social media usage across top 20 pharma, looking at how the companies produce content, their posting behaviour and their ‘weighted’ engagement scores.

Chloe Partikas, social media director at Ogilvy, said: “The Social Check-up reveals a growing maturity in pharma’s use of social channels, since our first report in 2014, reflecting increasing confidence and experience in the social space.”

Partikas explains that the agency uses Pulsar’s social listening platform, which captures year-on-year social media data and for this year in particular, “it is clear there has been a reduction in the overall number of posts and a huge shift in top performers between 2016 and 2017”.

According to the report, Novo Nordisk was the most ‘engaging’ pharma company on social media in 2017, achieving the highest weighted engagement score - calculated and ranked by using Pulsar’s formula - across all 20 companies.

Johnson and Johnson and Novartis closely followed, with the former also demonstrating their rating as most improved company along with Merck.

“It is clear that the pharma social media space is changing, [with] pharma reaching social media maturity, posting more strategically and tailoring content to the channels and audiences,” added Partikas.

The report also described that all of the pharma social communities grew ‘significantly’, with Instagram showing the largest percentage increase and Facebook with the most ‘new follower’ acquisitions.

In comparison, all social channels have seen decreases in posting frequency from 2016, with the exception of YouTube, which saw an increase of 8%.

Partikas concludes: “The social media space is becoming ‘pay to play’ and companies are embracing paid social media to ensure their content is visible in a very crowded space.

“Companies must continue to adapt their strategies to stay ahead of the game.”

Article by
Gemma Jones

21st March 2018

From: Marketing

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