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For pharma companies, medical meetings provide opportunities to engage key stakeholders, from highlighting important data to communicating larger strategies. But today the conversations around these meetings are often being shaped by social media influencers. And while joining these conversations in a meaningful way can be challenging, building a strategy driven by engagement is well within reach. We analyzed social media from leading pharma brands across five distinct medical meetings and found several key trends.
*DEPTH (IMPACT & REACH) OF TWEETSAMONG AFFILIATED HANDLES
MOST RETWEETED POSTS BY TYPE
No cross-promotion Cross-promotion
60
DEP
TH*
RETWEETS0
010 20 30 40 50 60 70
1
5
2
6
3
7
4
R² = 0.3227
R² = 0.697
Announcements/Findings
22%
Informational(videos, infograms, statistics)
42%
"Excited to Attend"
10%
PatientCentric10%
New Tech/Future4%
Speaker/Figure Head4%
Polls/Surveys/Audience Engagement
8%
Cross-promotion Across Company Handles Makes Content Last
Longer and Reach Farther
Consider Prioritizing InformationalContent for Greatest Reach
LET ENGAGEMENT DRIVE YOUR MEDICAL MEETING SOCIAL STRATEGY
DIVING INTO THE RESEARCH
Tweet depth and the number of retweets an account received were more strongly correlated when leveraging cross-promotion.
S T R A T E G I C B R I E F
AUTHORED BY
Marissa SpivakSenior Vice [email protected]
Brett CareDirector, Media & [email protected]
THREE TIPS TO OPTIMIZE SOCIAL STRATEGY
This analysis was conducted using Galileo6, a proprietary marketing intelligence platform that delivers actionable insights through machine learning. The analyzed data set includes social media activity for pharma brands across five medical meetings: the American Diabetes Association Annual Scientific Sessions, the American Academy of Dermatology Annual Meeting, the American Society of Clinical Oncology Annual Meeting, the American Association of Cardiology Scientific Sessions and the American Psychiatric Association Annual Meeting.
METHODOLOGY
While less than 1% of conference tweets and retweets are from pharma brands, our analysis shows that listening and amplifying conversations is an effective way to engage and boost engagement with your messages. For example, one company saw a 17% engagement rate with individuals they retweeted at a single conference.
ACTIVE LISTENING CAN BE MORE IMPACTFUL THAN SPEAKING
Twitter may be the primary social channel for most events, but influencers aren’t talking in just one place. Our analysis shows that, on average, LinkedIn and Facebook posts received 150% more engagement than tweets. So it's important to know where your influencers are having conversations and be prepared to listen on those channels and engage with relevant content. In fact, because so few brands are active in other channels, expanding your brand's strategy across platforms can increase your audience and differentiate your brand.
CONVERSATIONS AREN'T LIMITED TO TWITTER
DiscoverConduct social listening audits of
previous or similar meetings to assess the channels that may be
most important for your audience. And do this frequently as this
landscape is constantly changing.
1Listen and Engage
Consider incorporating listening and engagement into your social
media strategy throughout the meeting, developing a plan for
engaging real-time in the conversations during events.
2Utilize multiple groups within your
organization to amplify your messages to influencers who may be engaging with
different facets of your brand. An influencer who follows one brand handle is
more likely to engage with additional handles from the same brand.
Socialize
3
