Best in Class Social Media Landscape Q4 2013

SOCIAL MEDIA LANDSCAPE: PHARMACEUTICAL AND DEVICE

BEST IN CLASS Digital Health Coalition + Klick Health / Q4 - 2013

#DHCsocial

TODAY’S SPEAKERS

SOCIAL MEDIA LANDSCAPE / SPEAKERS

Jay Goldman Managing Director, West Coast

Klick Health

Brad Einarsen Director of Digital Insight

Klick Health

#DHCsocial

Christine Franklin Managing Director

Digital Health Coalition

#DHCsocial

SOCIAL MEDIA LANDSCAPE / SUMMARY

It’s the end of 2013 – What’s different?

• Facebook Corporate sites remain the most popular with marketers – Bayer’s use of Facebook Global Pages rockets its consolidated page past all others for likes

• Twitter Corporate is a close second – Branded Twitter has a new King, @GilenyaGoUSOnly taking over from @RacingWithInsulin

– The new image presentation in the feed drives this shift

• YouTube is gaining popularity with brand marketers

– Clear best practices are consolidating around the “Unbranded Title – Branded Content” technique

• The Gilenya “Social Surround Sound” technique is a great experiment and should be followed by all digital healthcare marketers

– Best practice is being developed here, and could represent the new “safe ground” for social in the US market

#DHCsocial

ABOUT THIS PROGRAM

This Landscape document is meant to be a thought-starter for those in the healthcare field who are

considering social media. It represents a cross section of the accounts that are showing the best

practices in the industry, with a few wildcards thrown in to show different elements of social media

that we consider important.

When reading this deck, it is important to remember that this is the pharmaceutical industry. A good

number of followers or engagements for this industry is orders of magnitude lower than the consumer

brands that also populate the channels.

The accounts that are profiled are chosen from the full list available at the Digital Health Coalition.

Many of these companies are clients of Klick Health, and some engage Klick Health in social

projects.

We have broken the list down by channel and type. For example we start with Facebook for branded

pharmaceutical pages then look at Facebook for corporate pages.

Each channel has a set of criteria by which we measure the effectiveness of the account. There is a

certain level of interpretation and professional opinion in these assessments, and you may not agree

with our analysis, or you may think we should have reviewed different accounts, or, just maybe you

agree with our choices. Whatever your opinion, we want to hear from you.

Reach out to us on Twitter at @digitalhealthco or @klickhealth.

http://digitalhealthcoalition.org/publications/social-media-landscape/

#DHCsocial

Gilenya Go

TABLE OF CONTENTS Select a brand to view a specific case study. To Navigate back to the table of contents, click the logos on the bottom right.

Facebook

I am Generess

BRANDED

CORPORATE

Medtronic Diabetes

GlaxoSmithKline

Bayer

Pfizer

J&J Nursing Notes

Twitter

Race with Insulin

BRANDED

CORPORATE

Gilenya Go (US Only)

Accu-Chek

GlaxoSmithKline

Sanofi US

Novartis

YouTube

Psoriasis Matters

BRANDED

CORPORATE

Depression Add-On

AZ Purple Pill

Johnson & Johnson

Genentech

Novartis

Novartis

AGENDA

INTRODUCTION

CAVEATS

METHODOLOGY

INSIGHTS

NEXT STEPS

SOCIAL MEDIA LANDSCAPE / AGENDA

INTRODUCTION

GENESIS OF THE PROJECT:

SOCIAL MEDIA LANDSCAPE / INTRODUCTION

Clear need for an industry-wide conversation

Time is right as there are now many mature examples

This is the mid-year update of the analysis

OUTPUT OF THE PROJECT:


DHC database

This talk

Full report


WHY US?

MANY years experience in digital healthcare marketing

As a team, we bring a powerful mix of domain expertise and 3rd party independence

CAVEATS

SOCIAL MEDIA LANDSCAPE / CAVEATS

This is not the end.

It is the beginning.


Where we are as industry

What we can learn

What we can do

INTENTION IS TO START A CONVERSATION ABOUT

We’re inferring the goals of the sites based on our expertise.


This is not endorsed by the FDA, but represents a collection of endeavors that have been around for a while, and have not generated warning or untitled letters. Draw your own conclusions and proceed according to your own comfort levels.


METHODOLOGY

The DHC indexed 3500 social properties in Pharma, Biotech, & Medical device verticals

SOCIAL MEDIA LANDSCAPE / METHODOLOGY

SOCIAL MEDIA LANDSCAPE / METHODOLOGY

DHC AND KLICK NARROWED IT DOWN TO 20

Corporate page

Affiliate page (HCP or group associated with the Corporation)

Automatically generated "Community" pages

Pure spam

FILTERED OUT 3RD PARTY AND "SPAMMY" PROPERTIES

4 TIERS OF PROPERTY

QUARTERLY UPDATES OF CONTENT AND THE ONLINE DATABASE

ANALYSIS

#DHCsocial

RATINGS FOR EACH ATTRIBUTE

SOCIAL MEDIA LANDSCAPE / ANALYSIS

Popularity Editorial

Comments /

Interaction Engagement

Apps Integration

Regulatory Ratings ()

(Facebook only)

#DHCsocial

SOCIAL MEDIA LANDSCAPE / ANALYSIS

RESULTS COMPARED TO TYPICAL DRIVER FOR EACH AUDIENCE

REPORT STRUCTURE

FACEBOOK SPONSORED, BRANDED, AND CORPORATE

TWITTER BRANDED AND CORPORATE

YOUTUBE BRANDED AND CORPORATE

SOCIAL MEDIA LANDSCAPE / REPORT STRUCTURE

REPORT HIGHLIGHTS

#DHCsocial

SPONSORED FACEBOOK

#DHCsocial

We are seeing a lot of Facebook

advertising. This channel can be used

safely in the same way as SEM

(unbranded or reminder ads)

BRANDED / FACEBOOK / MEDIA

#DHCsocial

Lead Generation

Patient Social

Clinical Trials

Patient Social

Branded

#DHCsocial

HIGH GROWTH FACEBOOK

#DHCsocial

PAGES THAT GREW OVER 100%

These pages grew more than 100% between January and December

2013:

• PsoriasisSpeaks Brand 12,510% (597 to 75,287)

• Bayer Corporate 602% (57125 to 401,254)

• Johnson & Johnson Corporate 537% (38,053 to 242,289)

• Gilenya GO 436% (13,908 to 74,496)

• Novo Nordisk Corporate 227% (30,767 to 100,588)

• Sanofi US Diabetes 132% (4,414 to 10,260)

• Crohns and Me 102% (5,245 to 10,601)

FACEBOOK / HIGH GROWTH PAGES

#DHCsocial

BRANDED FACEBOOK

#DHCsocial

OVER ALL RATING: BRANDED / FACEBOOK / GILENYA GO

A branded product page that sets

the standard for traditional pharmaceuticals

on Facebook. Special mention for only

branded Facebook ads (so far).

#DHCsocial

BRANDED PRODUCT PAGE.

* AS OF DECEMBER, 2013

OVER ALL RATING:

CATEGORY NOTES RATING

Popularity 74,308* likes, consistent editorial and engagement. Growth is an impressive 169%

since July. This could be due to the ad campaign.

Editorial Content is focused on Patient spokespersons and shows visitors that there

is a rich support community available. Highly visual timeline makes for more

interesting posts. Again we see that inspirational sayings get the most shares.

Comments Comments off

Engagement Inspirational images get massive (for the category) shares. For example, 7,841

shares for the inspirational image shown on the next page. Polls also used to good

effect to drive deeper engagement.

Apps Video libraries from website available in Apps, reformatted for Facebook, plus a

community app (with low usage). Ads point directly to these apps.

Integration Links out to the Patient Program website and brand site. Links back from sites as

well.

Regulatory Brand and indication mentioned together, ISI in More Information box

and on App tab. More information box always visible on the Facebook page.

BRANDED / FACEBOOK / GILENYA GO

#DHCsocial

OVER ALL RATING:

WHAT WE CAN LEARN FROM THIS PAGE:

Focus on patients helping patients (even with the caveat

that they are paid spokespeople) is a strong approach for

Facebook’s social base.

Some of the inspirational images get the most shares of

any topics found in the pharmaceutical space:

• 7,800+ for “Find the time…”

• 482 for “Four legged friends…”

Experiment with different media types and messages to

find what works for your audience, do more of that, repeat.

Don’t be afraid to try your hand at Facebook advertising. It

follows the same rules as SEM so it is relatively easy to

understand and manage.

These tactics are working for Novartis, they have had

169% growth since our last report.

BRANDED / FACEBOOK / GILENYA GO

#DHCsocial

OVER ALL RATING: BRANDED / FACEBOOK / I AM GENERESS

A page devoted to the Generess charitable

program: I Am Generess as well as branded

product information.

#DHCsocial


OVER ALL RATING:


Popularity 26,587* likes, consistent editorial and engagement. Growth is slow with only 5% since

July. This Page needs a growth strategy to gain more followers and social leverage.

Editorial Combines news about charitable programs with links to website tools and videos. Has

increased the variety of posts, looks like maybe a smoother regulatory pathway. Also

running Facebook ads that direct to apps like the Community and Videos.

Comments Best interaction on copay program extension 2013, some moderation of comments,

active wall.

Engagement Page engages in Likes, promotes secondary groups such as RAINN, NCADV, and

SWHR

Apps Repurposed apps from website which are still interactive, links to Facebook App for

integration

Integration Links from both branded product and charity sites to the Facebook page. Links from

editorial to corporate drug information, both charity and copay programs, and YouTube

videos on the branded channel. Websites also allow direct sharing on Facebook.

Regulatory Has indication and branded charity program with ISI in More Information box. Indication

not mentioned in editorial stream.

BRANDED CHARITABLE PROGRAM FOR BIRTH CONTROL PILL.

BRANDED / FACEBOOK / I AM GENERESS

#DHCsocial

OVER ALL RATING: BRANDED / FACEBOOK / I AM GENERESS

#DHCsocial

OVER ALL RATING:

WHAT WE CAN LEARN

FROM THIS PAGE:

This page is devoted to a charitable campaign baked into the

brand itself. As a reflection of this campaign the Timeline

contains items that the audience finds worthy of sharing.

This integration of brand and charity seems to have some

effect. Stories like the one shown here can only happen when

the social channels are open and engagement is the norm.

Call outs to the relevant brands provides more community

integration. Not surprisingly, the 3rd party associations do not

link back, but Generess still gets some credit from its audience

for promoting these groups.

The program itself is “gamified” in that it uses coins to

represent the donations that participants can earn by

interacting with the apps that are hosted on the main site.

Content is limited to a relatively small editorial calendar that

repeats. This may make it difficult to extend the user base over

time. The growth of the page seems to have slowed with only

2,153 (9%) growth.

BRANDED / FACEBOOK / I AM GENERESS

#DHCsocial

The branded flu vaccine page for

FluMist featuring the cheeky “Pick

your nose” campaign.

OVER ALL RATING: BRANDED / FACEBOOK / FLUMIST

#DHCsocial

OVER ALL RATING: BRANDED / FACEBOOK / MEDTRONIC DIABETES

A page using the unbranded title / branded

content strategy. Top marks for instigating

follower engagement.

#DHCsocial

BRANDED PRODUCT PAGE.



Popularity 139,528* likes, 91% growth since beginning of year

Editorial Posts discuss products, the engineers, diabetes lifestyle issues, health tips, and

more.

Comments The community is passionate and engaged, Medtronic is learning a lot from this

page and is not afraid to engage with the patients.

Engagement Passionate engagement from fan base. Recent posts show frustration with new

product delays but also the deep connection patients have with their Medtronic

products.

Apps Apps used to reinforce Important Safety Information and Community Guidelines,

also includes the ability for patients to share their stories which Medtronic publishes

at their discretion, also repurposes some website material but doesn’t reformat it,

including ISI which makes it difficult to read.

Integration Link from branded product site. Link to ISI on site. Links to The-Loop blog posts.

Regulatory ISI is in the About box, the More Information box, and available as an App

(although it isn’t formatted for the Facebook iframe width).


#DHCsocial

WHAT WE CAN LEARN FROM

THIS PAGE:

This page does a lot right with a good post tempo, patient

stories, blog shares, and use of imagery. However, the real

story is the use of Facebook to get patient insights.

On December 10 the page asked for feedback from patients

and, boy, did they get it!

• 315 responses as of this writing, only 4 hours after the

initial post went live

• More than half of the posts are about delays in getting the

referenced product

• Medtronic is diligent in answering questions and must

have a full-time person on that job today

• Sprinkled through the complaints, however, are some

posts that show how thankful the Medtronic patients are

• Responses are informative while staying true to FDA

guidance with conversations being taken offline when

needed


#DHCsocial


CORPORATE FACEBOOK

#DHCsocial

The GSK corporate page on Facebook

makes good use of the highly visual

timeline.

OVER ALL RATING: CORPORATE / FACEBOOK / GLAXOSMITHKLINE

#DHCsocial

CORPORATE PAGE.



Popularity 89,658* fans: 11.1% growth

Editorial Editorial is more balanced and less topic focused than last reporting period, and

the tempo and quality of posts is still outstanding.

Comments Comments and shares on posts fairly consistent, good involvement by fan base.

Some moderated (removed) comments apparent.

Engagement Channel is mostly outbound messaging, however page owners do respond to

comments when necessary re: patient questions and news questions and are not

afraid to tackle controversial subjects.

Apps SurveyMonkey polls are added to the Apps area and highlighted in the editorial

stream. This is a great way to tap your audience for free research.

Integration Links out to GSK unbranded properties such as More than Medication and 3rd

party sites. Also links to GSK YouTube videos and guest posts on other blogs.

Social Apps also encourage cross-pollination.

Regulatory No products mentioned, links only to neutral properties and corporate materials.


#DHCsocial


The visual nature of the Timeline demands imagery to

catch viewers’ attention. Concentration on a topic for a

relevant period maximizes the number of fans who will see

the material.

The ability to engage in even difficult topics in a robust

manner helps the brand and plays well on social channels,

as does responding to patient questions.

The Reviews feature be relatively kind to GSK so far.

Finally, there is no substitute for the amplification available

when you have a large (for the industry) fan base. Open

question about whether the Global Pages technique would

work for GSK.


OVER ALL RATING:

The Bayer Facebook page uses the

Global Pages structure to roll up all

countries into one Like count (over

350,000).

CORPORATE / FACEBOOK / BAYER

CORPORATE PAGE.

* AS OF December, 2013


Popularity 401,257* Likes due to the Global Pages feature, and they passed 300,000 on

November 25 so Likes seems to be accellerating.

Editorial A combination of worldwide health issues such as Family planning, regional

interests, and specific health conditions make up the news feed. Animal health

shows up fairly often. Editorial is specific per country with reuse where it makes

sense. Tempo is 2-3 posts per week.

Comments Low comment volume, and fairly high ratio of removed posts. Terms of use are

under the “More Information” box but it looks like there is a fair amount of abuse on

the page. Based on the comments under the Reviews section it looks like the page

does not have editorial control there.

Engagement Page is almost completely outbound. Some posts request user action, but no

comments were answered (many were deleted).

Apps Bayer Magazine is promoted via apps, and is available as an app. Good use of

cross-channel linking.

Integration Links out to imprint page hosted on the corporate website, but only other social

channel linked is Foursquare.


The inability to control comments on the Reviews box may be a risk.

CORPORATE / FACEBOOK / BAYER OVER ALL RATING:

Bayer has the brand new rating

system from Facebook, and looks to

be the victim of mis-information.


This channel highlights the strengths and weaknesses of

the Global Pages feature in Facebook.

Strength

The rolled-up value for Likes produces an impressive

number. This may have an effect on searches and other

Facebook features.

Weakness

The Ratings system may come with the Global Pages (or it

may have been a separate change) but it shows a

weakness for pages in exerting control.

So far the Ratings system seems to be in trial mode, but it

remains to be seen if it will be rolled out across all pages,

and if so with what functionality.

Another page using the Global Pages feature is

Boehringer Ingelheim at 82,645 Likes.

CORPORATE / FACEBOOK / BAYER OVER ALL RATING:

on Nov 25, to 403,591 on

Dec 10, and added two

thousand while writing this

page

#DHCsocial

Pfizer combines its rich history with current

philanthropic and charity initiatives.

Integration with the "Get Old" campaign

makes good use of the channel's reach.

OVER ALL RATING: CORPORATE / FACEBOOK / PFIZER

#DHCsocial

CORPORATE PAGE.



Popularity 92,008* fans: 23.9% growth since July

Editorial Editorial combines Pfizer’s long history through images with posts about charitable

efforts, employees, Science, and other corporate initiatives


Engagement Channel seems to be mostly outbound messaging, no engagement on comments

(sample did not include any controversial comments).

Apps Apps well used for important page content such as Commenting terms of use,

AE reporting, with the app icons used to clearly describe content. No interactive

apps provided. Videos are being tried as an alternate channel to YouTube.

Integration Page links out to Pfizer blogs such as Think Science Now as well as corporate

campaigns such as GetOld.com. There is good cross-channel linkages to and from

YouTube. The corporate website also links in to the page.



#DHCsocial


The focus on both corporate giving and employee charitable

activities shows the commitment to community in the company.

The post on special considerations for tornado victims gathered

a lot of praise.

The historical images are fun and reinforce Pfizer’s position as

a US pioneer in pharmaceutical development.

Integration with corporate unbranded campaigns such as Get

Old reinforces both properties.


#DHCsocial

J&J Nursing Notes provides a place

where the “allied health” professionals

and their networks can discuss issues

that are important to them

OVER ALL RATING: CORPORATE / FACEBOOK / J&J NURSING NOTES

#DHCsocial

CORPORATE PAGE.



Popularity 153,820* fans (7.6% growth since June)

Editorial This page gets the innovation award for extensive use of hashtags such as #nurse

for general use and #amazingnurses as part of the campaign, among others. The

#nurse tag is used by others, but the more specialized ones are not and so, do not

create any extended reach for the page.


There are a lot of comments on nurses that fans know, there seems to be a deep

well of sentiment for nurses in the population.

Engagement Many posts are framed as a conversation, but once the comments come in there is

no visible interaction by the brand.

Apps Apps are used for the campaigns that are ongoing such as Amazing Nurses and

Portrait of Thanks. This page used Events earlier in the year, no current events

planned. One takes the user out of Facebook altogether which is an unexpected

experience on the platform.

Integration The page links out to “Discover Nursing” part of “The Campaign for Nursing’s

Future.” An app integrates the Twitter stream by including it in the Facebook

environment. Tweets are not shared to the News Feed, however.



#DHCsocial


The biggest difference has to be the use of hashtags when

other pages are shying away from the exploratory tool.

The focus on external campaigns is exhibited by other pages,

but the J&J channel has access to a whole suite of them and

can promote many different initiatives.

This ability to encourage participation works well on the

Facebook platform and the Nursing profession seems to bring

out fond memories from many fans.


#DHCsocial

Novartis corporate page is a solid effort that

links out to many of the company’s properties

and shares news with interested fans.

OVER ALL RATING: CORPORATE / FACEBOOK / NOVARTIS

#DHCsocial

CORPORATE PAGE.



Popularity 40,665* fans (27% growth since July)

Editorial Like GSK, Novartis focuses on issues as part of its editorial calendar. The current

themes are children’s health, Africa, and breast cancer. Use of photo albums

keeps a visual element on the news feed.

Comments Comments and shares are lower than J&J but proportional to the number of

followers. Aggressive comment management is detectable on the page.

Engagement Novartis uses Facebook primarily as a broadcast mechanism and does not often

request engagement by its followers. It will reply to a user to direct them to other

channels when required based on the content of the user’s post.

Apps Apps are mainly used to present larger amounts of information such as

Community Guidelines or Corporate Responsibility. These apps do not really add

to the Facebook experience nor do they detract from the page, the user is able to

concentrate on the news feed.

Integration The news feed relies on YouTube for video which allows for sharing across two

(or more) channels. Likewise, resources such as AlzheimersDisease.com are

promoted as well. The external corporate site links in, so the sites can feed one

another traffic.

Regulatory No products mentioned, comments are aggressively managed, links only to

Novartis properties and corporate materials.

OVER ALL RATING: CORPORATE / FACEBOOK / NOVARTIS

#DHCsocial


This channel has clear community guidelines and uses those

guidelines to ensure that unwanted comments do not survive

long. When necessary, redirects to other channels are provided

to ensure the Facebook user can find the information they need.

OVER ALL RATING:

The forming of the editorial calendar around themes through

the year has emerged as a best practice, and this corporate

page is a good example of that tactic in action.

CORPORATE / FACEBOOK / NOVARTIS

HIGH GROWTH TWITTER

#DHCsocial

TWITTER / HIGH GROWTH PAGES

PROFILES THAT GREW OVER 200%

These Twitter Accounts grew their follower counts more than 200%

between January and December 2013:

• LillyPad 557% (10,991 to 72,192)

• Novo Nordisk US 304% (956 to 3,860)

• Gilead Sciences 291% (676 to 2,642)

• Merck 224% (7,350 to 23,834)

• Abbott 211% (5,260 to 16,384)

BRANDED TWITTER

#DHCsocial

Another channel in the Gilenya 360-degree

social initiative. Most interesting in how it

interacts with other channels.

OVER ALL RATING: BRANDED / TWITTER / GILENYA GO

#DHCsocial

BRANDED GLOBAL FEED FOR MS ORAL THERAPY

AS OF DECEMBER, 2013


Popularity 4,318 (125% growth) followers, Authority 6, Male: 43%, Female: 57%

Editorial 145 (from 88) tweets for the young account, good post tempo, good hashtag usage.

Topics are a little bit “broadcast”

Interaction Most posts do not drive engagement, only a few retweets. Replies and mentions are

split between patients discussing the condition and product and some sarcastic

quips about the US-Only focus. However, the account is learning what works re:

imagery.

Engagement Some posts get retweeted in low numbers. The channel does not engage patients in

any visible way when asked questions which makes it look like they do not respond.

Integration Links to third party sites like the National MS Society blog, the Gilenya Facebook

page, YouTube videos on the brand channel, and the branded website. The branded

site also links back to the channel.

Regulatory This channel is the best test case so far for branded activity on Twitter. No direct

claims are made and ISI is included on the channel screen itself. It looks to be as

compliant as Twitter gets.


#DHCsocial

WHAT WE CAN LEARN FROM THIS ACCOUNT:

If you post a branded channel patients will ask questions.

Even if the account answers these questions directly, if no

public trace is made that the conversation has been taken

private the impression will be that they went unanswered.

Being too persistent with the “US only” statements may

generate some sarcastic comments from other regions

from users who don’t understand the regulatory

requirements. Whether this has any effect on other social

users is to be seen.

We see one image is retweeted 302 times and favorited

472 times. This provides some indication about what users

engage with: the images in the Twitter feed.

Twitter is a great channel for announcements and links to

other properties.


#DHCsocial

#DHCsocial

The granddaddy of branded pharmaceutical social

media. The brand is far in the background, the

tweets are all IndyCar with the occasional shout

out to the sponsors and in many images showing

logos.

OVER ALL RATING: BRANDED / TWITTER / RACE WITH INSULIN

#DHCsocial

BRANDED GLOBAL FEED FOR DIABETES MONITORING TOOL



Popularity 8,688 (18.2% growth since July) followers; Authority: 8, Male: 68%, Female: 32% (the grand-daddy of branded social media in pharmaceuticals – started on May 1, 2009)

Editorial 4,565 tweets, all about Charlie Kimball’s racing activities: race results, photos of

events, “in the pits” commentary, etc. Live tweeting of some events. Gives shout-outs

to @novonordiskus guests.

Interaction The account shouts out to other Twitter accounts and uses hashtags almost

continuously, this creates many replies and further mentions of the account. Race

with Insulin gets good exposure, and Novo Nordisk gets spin-off benefits by having a

channel that doesn’t overlap the traditional e-patient groups.

Engagement Even when live-tweeting an event like the Rolex24, RaceWithInsulin gets retweeted

regularly, from 1 to 8 times per post. (The Toronto IndyCar race was less popular and

got 1-2 retweets per post.)

Integration The account links to initiatives by other Twitter users but does not link to either

branded NovoLog sites or Novo Nordisk corporate materials. Linked from NovoLog

and Novo Nordisk US sites, but not home pages. The main integration is the

occasional shoutout to @novonordiskus.

Regulatory Mentions condition in passing, Twitter page has ISI built into background.


#DHCsocial


The best attribute of this account is the fact that it reaches

into a different group — IndyCar racing fans — that may

not be reached by most other Novo Nordisk initiatives.

The friendly, passionate tone to the twitter stream reflects

the racer’s life and enthusiasm for the sport. This

authenticity gives all messages through this channel a

higher level of trust.

Shout outs to the @novonordiskus account can’t hurt

either. As @RaceWithInsulin grows its audience (now at

8,688) it provides more exposures for its partners.


#DHCsocial

Another device property in the diabetes

category. This account provides insight into how

answering questions can provide value to the

audience.

OVER ALL RATING: BRANDED / TWITTER / ACCU-CHEK

#DHCsocial

BRANDED GLOBAL FEED FOR DIABETES MONITORING TOOL



Popularity 8,120 (37.2% growth) followers; Authority: 8, Male: 53%, Female: 47%

Editorial 11,006 tweets, mainly links to the branded blog: Accu-Chek Diabetes Link

Interaction Some, mainly responses to users mentioning them, some direct requests of users to

answer questions, some thanks for retweets

Engagement Most tweets get one retweet, many get none

Integration Hub and spoke pattern, branded blog at the center, many links to blog. Embedded

videos from YouTube found, may be a good format if they get formatted as cards

Regulatory Links to owned site, no brand mentions in tweets but combination of account name

and diabetes content poses small risk


#DHCsocial


The Accu-Chek account purports to be for US

audiences, but it helps anyone who asks.

Answering users’ questions is time-consuming but

can help others who have the same question and

is a source of insight.

The Accu-Chek account also retweets other users’

materials, including media like YouTube videos.

These types of activities should result in higher

engagement for the brand, however growth since

last count is only average.


CORPORATE TWITTER

#DHCsocial

Corporate property that shows

the world how pharmaceutical

companies can reflect the

personality of their teams.

OVER ALL RATING: CORPORATE / TWITTER / SANOFI US

#DHCsocial

CORPORATE FEED FOR A GLOBAL AUDIENCE.



Popularity 16,320* followers (46% growth since July); Authority 8, Males: 59%, Females: 41%

Editorial 8,226 tweets with global, corporate flavor. While a form of editorial plan is evident,

the account allows the conversation to follow the interactions with other users. This

is the most truly social editorial plan we have seen to date. It could leverage

imagery better.

Interaction Other accounts that know Sanofi US will speak directly to it. Because Sanofi US

responds this behavior is socially profitable for the followers.

Engagement This account speaks with other users just like an individual. This conveys a sense

that Sanofi US isn’t just a faceless corporation but is a group of caring people.

Integration Links to Facebook posts, 3rd party websites, the CDC, the Sanofi US blog, and

others. Other corporate properties link back.

Regulatory All materials are corporate and are linked to globally approved press releases or

3rd party sites


#DHCsocial


The Sanofi US account shows that conversation and highly

regulated industries are not mutually exclusive. This account

goes out of its way to engage other users and to bring up

information that will resonate with its followers.

The account is legitimately “authentic” as shown in a

conversation between a follower who announces an

emergency situation and a requirement for Lovenox with no

insurance. The account responds within 4 hours and gets the

user’s email address for offline discussions.

The regulatory oversight of this account must be based on

rules rather than scripted responses. This is the best practice

for MRL in social media but it is far too rare in practice.


#DHCsocial

A global corporate account that sets

the standard in pharma for interaction

with other social media participants.

OVER ALL RATING: CORPORATE / TWITTER / GSK

#DHCsocial




Popularity 36,323* (39% growth since July) followers, Authority: 8, Males: 59%, Females: 41%

Editorial 1,832 tweets with a global, scientific focus. Also tweets on corporate news items and

responds to items in the news. Live tweeting at conferences is handled by

@GSK_conferences to avoid overloading the main account.

Interaction Engagement with non-Twitter groups via press releases and news stories. Some

mentions of other Twitter users. Many retweets of other users.

Engagement Average retweets per tweet vary from 0 to 16 with most tweets getting retweeted.

Some retweets are from other GSK accounts.

Integration Many links to press releases on global site, many links and retweets to 3rd party

sites. The corporate site links to the Twitter account.

Regulatory All materials are corporate and are linked to globally approved press releases or 3rd

party sites.


#DHCsocial


This account has Twitter pretty buttoned up. The extensive

retweets employed encourage engagement with its 36 thousand

followers and its retweet numbers are the best in the industry.

The use of Twitter to reply to stories in the news provides a

channel for replying to issues in a controlled way.

With nearly 100,000 employees, the tone is more conservative

than other Twitter accounts, but is informative and clear. There

is also a GSKUS account for the US audience but no crossover

between the accounts was seen.


#DHCsocial

Property with a global focus that

shows how to “thread the needle”

in talking about topics across

many regulatory environments.

OVER ALL RATING: CORPORATE / TWITTER / NOVARTIS

#DHCsocial




Popularity 63,605 (45% growth since July) followers; Authority: 9, Males: 60%, Females: 40%

Editorial 4,338 tweets with global, corporate flavor. No brands mentioned, but many links

relating to conditions and links to company sites and relevant 3rd party sites.

During specialist meetings will tweet specific information such as session starts

and data releases

Interaction Almost no engagement with other users visible

Engagement Average retweets per tweet run around 3, varying between 0 and 10

Integration Most links to various corporate sites, some links to 3rd party sites

Regulatory All materials are corporate and are linked to globally approved press releases or

3rd party sites


#DHCsocial


This stream is the go-to place for corporate information on

Novartis and will appeal to financial analysts, industry watchers,

and, during specific meetings such as ASH or ASCO, to HCPs.

Corporate materials for a larger pharmaceutical company can

easily populate a Twitter feed with no “quiet periods”.

Discussions about conditions and new approvals appear

acceptable on a global stage. Ensure that employees in

restrictive regions know not to retweet some of these messages.


#DHCsocial

SHUTDOWNS YOUTUBE

#DHCsocial

YOUTUBE / DISCONTINUED ACCOUNTS

YOUTUBE CHANNELS SHUT DOWN

These YouTube channels were shut down since the beginning of the year:

• Allergan Restasis Brand

• Amgen Prolia Brand

• CSL Behring Hizentra Brand

• Genentech Nutropin Brand

• Genentech Putting RA in Perspective Patient Support (branded)

• Novartis Gilenya* Brand

• Pfizer Viagra Brand

* The Novartis Gilenya channel seems to go down quite often. It

is difficult to know the cause but our first guess is that the

channel is being hidden because of regulatory reviews during

updates.

#DHCsocial

BRANDED YOUTUBE

#DHCsocial

Janssen has abandoned the custom channel in

favor of the standard YouTube channel (with the

Pharma option for ISI). The custom channel is

still available, but is not set as the default.

BRANDED / YOUTUBE / JANSSEN OVER ALL RATING:

Standard Channel

#DHCsocial

Janssen has abandoned the custom channel in

favor of the standard YouTube channel (with the

Pharma option for ISI). The custom channel is

still available, but is not set as the default.


Custom Channel

#DHCsocial

An example of a YouTube watch page that has

media used to present ISI and related videos

limited to the channel.


Watch Page

#DHCsocial




Popularity 296 216 (37% growth) subscribers, assume significant YouTube media promotion

(typically a requirement for Custom channel). Video views now 8,260 from

225,541+ because of extensive reloading (at least twice, probably more).

Editorial 17 videos in playlists, the videos have been re-uploaded multiple times so views

are reset and are much lower than the previous review (CariDee was at 136,685

views and is now at 3,195)

Interaction Comments turned off

Engagement Comments turned off

Integration Standard channel with custom option not set as default

Regulatory ISI available in custom channel home page, on channel list pages, and through

paid ad space on video watch pages. ISI video also in carousel rotation. ISI is also

described in each video.

OVER ALL RATING: BRANDED / YOUTUBE / JANSSEN

#DHCsocial


This channel shows what happens when Regulatory requires changes, all views are lost on the re-uploaded video.

This makes the initial review cycle critical.

OVER ALL RATING: BRANDED / YOUTUBE / JANSSEN

#DHCsocial

A solid branded channel that reuses

existing materials and adds to them

patient testimonials, a known draw

on the channel.

OVER ALL RATING:

Standard Channel

BRANDED / YOUTUBE / OTSUKA

#DHCsocial




Popularity 53 subscribers, assume some YouTube media promotion (a requirement for ISI box)

Editorial 6 videos in 2 playlists: TV commercials and Patient Stories, good use of materials on

the channel



Integration Standard channel with links to external websites but no other social channels

Regulatory ISI on channel. Most videos are TV commercials so the expectation would be that

these would pass regulatory as-is. No guidance is available about the FDA’s

interpretation of broadcast vs. streamed video vis-à-vis user control and fair balance.

The patient testimonials may be a hot spot for the FDA.

OVER ALL RATING: BRANDED / YOUTUBE / OTSUKA

#DHCsocial


This channel doesn’t push any boundaries on the

technical or regulatory fronts, but it is a nicely

integrated set of videos and header image.

It shows what a consistent video campaign can

achieve with very minimal changes to the channel.

ISI is included (not shown).

OVER ALL RATING: BRANDED / YOUTUBE / OTSUKA

#DHCsocial

OVER ALL RATING: BRANDED / YOUTUBE / AZ

Example of pharma-enabled custom channel

using a carousel and full ISI

Custom Channel

#DHCsocial




Popularity 156 subscribers, assume some YouTube media promotion (a requirement for ISI

box)

Editorial 5 videos not organized into playlists, custom channel relied on for organization

through carousel



Integration Channel integrated to Facebook and Savings Card on website through CTAs under

carousel.

Regulatory ISI on channel and in custom area. ISI not included on watch pages. While the

videos are repurposed and approved TV ads it is an open question about whether

the FDA looks upon TV broadcast and YouTube watch pages as the same vis-à-vis

regulatory.


#DHCsocial


Custom channels can provide a unique

experience for visitors, but there are a number

of caveats:

• Even with a custom channel, videos can be

found or even clicked from the video list to

the standard watch page – ISI on the watch

page is strongly recommended for branded

videos

• While Facebook and Twitter are getting

traction for healthcare brands, YouTube

seems to be more piecemeal – it remains to

be seen if the new interface will encourage

sharing

• Brands as a whole are not yet embracing the

YouTube channel as a social medium, they

are still looking at it as a broadcast medium


#DHCsocial

CORPORATE YOUTUBE

#DHCsocial

An interesting use of the standard

framework that seems to show

that embedding videos on the

corporate site can drive traffic

and channel engagement.

OVER ALL RATING:

Standard Channel

BRANDED / YOUTUBE / GENENTECH

#DHCsocial




Popularity 1,721* subscribers, this is relatively popular by pharmaceutical YouTube standards

Editorial This channel is populated by videos that turn the everyday experience of working at

Genentech into a story. Potential hires seem to be the main audience, but fans from

the medical community and patients will find interesting videos as well. The use of

playlists ensures that the integration allows users to find other Genentech videos.

Interaction This channel has the discussion tab available. It contains only three comments, but

at least they have opened the channel to feedback.

Engagement While there are a few comments, there is no engagement on the Discussion tab from

the channel itself, but the possibility exists. However, this channel has the exclusive

honor of liking some external content and showing that on its home page. This

shows the way toward a more socially active YouTube experience for channels.

Integration This channel links to four of the supported social channels: Twitter, Pinterest,

Facebook, and Google+. Aligning with the HR focus, the About tab links to the

careers site, plus the company website. All social channels are linked from the

corporate website and YouTube videos are embedded there which can serve to

drive significant traffic.

Regulatory Corporate channel carefully avoids brand mentions but does cover many

conditions extensively.

OVER ALL RATING: BRANDED / YOUTUBE / GENENTECH

#DHCsocial


Channel comments do not necessarily need to be turned

off. However, unless they are promoted there may not be

much engagement.

Because the new YouTube user experience is highlighting

engagement and social networking we may expect to find

more best practices here as Pharma begins engaging on

the platform.

This channel shows some engagement to related videos

(no likes of third-party videos yet).

OVER ALL RATING: BRANDED / YOUTUBE / GENENTECH

#DHCsocial

A very popular channel that has

made the transition from enhanced

channel to standard channel.

OVER ALL RATING:

Standard Channel – only J&J related channels

BRANDED / YOUTUBE / J&J

#DHCsocial




Popularity 8,217* subscribers, this is a mature channel from one of the leading companies in

pharmaceutical social media. Views are currently at 7,045,726, the number

fluctuates as old videos are removed.

Editorial Looking through the video archive we see evidence of the different phases of the

editorial calendar. There are video themes visible sequentially. The videos are also

compiled into playlists for the important categories.

Interaction Comments turned on and immediately visible. Few comments, and no negativity

seen.

Engagement Channel does not seem to respond. Unclear what the strategy is.

Integration The channel links out to 5 other company channels, plus a dedicated Twitter feed,

@JNJVideo. Links to other properties, including the corporate Facebook property

and website, are also available.

Regulatory Corporate channel carefully avoids brand mentions but does cover many

conditions extensively.

OVER ALL RATING: BRANDED / YOUTUBE / J&J

#DHCsocial


The J&J social architecture is a well-planned

integrated collection of channels that portray the

same editorial content.

Cross-posting of media is common, with Facebook

linking to YouTube videos regularly.

Numbers of videos, consistent posting of content,

cross-linking, and occasional promotion of videos

propels this channel to the top of the list.

OVER ALL RATING: BRANDED / YOUTUBE / J&J

#DHCsocial

A very popular channel that has

made the transition from enhanced

channel to standard channel.

OVER ALL RATING:

Standard Channel

BRANDED / YOUTUBE / NOVARTIS

#DHCsocial




Popularity 2,552* subscribers, showing that real-world size translates into (relatively) larger social

numbers

Editorial The content spans the range of this diverse company including corporate relations,

R&D, careers, corporate social responsibility, and even patient stories. There are

hundreds of videos on the channel organized into playlists with a good use of the

standard YouTube interface.

Interaction This channel also has the discussion tab open, again, with only three comments.

Engagement While there are a few comments, there is no engagement from the channel itself, but

the possibility exists.

Integration This channel links to four of the supported social channels: Facebook, Twitter, Flickr,

and Pinterest. LinkedIn is not supported by default so it is a text link on the About tab.

The corporate website and engagement guidelines are also linked. All social channels

are linked from the corporate website.

Regulatory Corporate channel carefully avoids brand mentions but does cover many conditions

extensively. The patient videos are condition-related rather than branded.

OVER ALL RATING: BRANDED / YOUTUBE / NOVARTIS

#DHCsocial


Having a second channel with comments enabled

is heartening – this may lead to a more social

experience on the YouTube channel as users

learn to engage meaningfully.

The playlist view that exposes the grouped videos

is a nice use of the existing YouTube functionality.

OVER ALL RATING: BRANDED / YOUTUBE / NOVARTIS

#DHCsocial

SUMMARY

#DHCsocial

SOCIAL MEDIA LANDSCAPE / SUMMARY

Social is being tried by pharmaceutical marketers, and it is working

• Corporate content is extremely common across all channels

• Branded use is less common and varies by channel: – Twitter – dominated by diabetes

– Facebook – experiments show best practices

– YouTube – a lot of brand turnover as marketers struggle to find the right fit

• The draw of authentic engagement on social channels will be the next challenge for companies that already understand social

The brands that are on social today are the ones that will learn the lessons and build the internal competencies that are required to lead tomorrow.

#DHCsocial

SUMMARY

These channels represent only a small portion of those listed at the DHC website:


We hope the learning presented here can help more healthcare companies look at social

as a possibility rather than a “no-fly zone.”

Reach out to us on Twitter at @digitalhealthco and @klickhealth.

To get your own copy of this report, and be alerted when new versions are available,

sign up at www.klick.com/social-report/









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#DHCsocial

Business

Best in Class Social Media Landscape Q4 2013