Social media at ASCO 2018
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In partnership with Convosphere, our teams together analysed the social media activity over ASCO 2018 from pharma, HCPs, experts and health organisations. To find out more from our findings, email thesocialcheckup@ogilvy.com
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Social media at ASCO 2018
- 1. SOCIAL MEDIA @ ASCO 2018
- 2. ASCO ANNUAL MEETING 2018 90,309 Total Tweets around ASCO 2018 (1-5 June, 2018) 500 Million Potential Impressions 20,600 Unique Authors 19 Mil 26 Mil 32 Mil 42 Mil 97 Mil 21,043 23,151 21,657 13,190 11,268 June 1 June 2 June 3 June 4 June 5 Tweets per Day Potential Reach per Day We analyzed Twitter coverage of ASCO 2018
- 3. TWITTER COVERAGE YEAR ON YEAR 2015 2016 2017 56,871 86,249 93,569 90,309 2018 Conversation has peaked and plateaued
- 4. Note: Time frame considered: 1st – 5th June, 2018 HCP SHARE OF CONVERSATIONS 28% 35% 40% 40% 2015 2016 2017 2018 HCPs make up 40% of the Twitter users talking about ASCO
- 5. Note: Time frame considered: 1st – 5th June, 2018 KEY STAKEHOLDER GROUPS Media second greatest driver of conversation at ASCO 2018
- 6. TOP AUTHORS AND MENTIONS 8,300 @ASCO 1,000 @GlopesMd @montypal990 830 750 670 670 570 550 520@sloan_kettering @MDAndersonNews @DrChoueiri @theNCI @DanaFarber @ASCOPres @ConquerCancerFd The top handles were mainly US cancer institutes Note: Time frame considered: 1st – 5th June, 2018
- 7. TAILORx KEY TRIAL MENTIONS Key trials discussed covered a range of different cancers 2,685 NCI / Breast Cancer Research Foundation, Komen Foundation Breast Cancer CARMENA 1,418 Pfizer / Assistance Publique Renal Cell Carcinoma KN 042 332 Merck & Co / MSD NSCLC PRODIGE 7 148 UNICANCER Colorectal Cancer CM 227 73 BMS NSCLC Note: Time frame considered: 1st – 5th June, 2018 Trial name: Sponsored by:
- 8. Note: Time frame considered: 1st – 5th June, 2018 KEY HASHTAGS 5,100 8,000 78,000 ASCO AWARENESS 1,500 1,700 2,200 2,400 3,700 4,100 5,300 DISEASE AWARENESS Disease awareness hashtags were frequently used by those talking about ASCO
- 9. Based on share of total cancer types mentioned (~16,000 Tweets) Based on share of total cancer types mentioned (~13,000 Tweets) Brain 6% Lung 29% Breast 32% Pancreas 2% Skin 10% Prostate 14% 2017 Colorectal 2% KEY CANCER TOPICS DISCUSSED Lung and breast cancer conversations dominated in 2017 & 2018 Brain 4% Lung 34% Breast 39% Pancreas 7% Skin 7% Colorectal 4% 2018 Prostate 4% Note: Time frame considered: 1st – 5th June, 2018
- 10. Disease (Tumor Types) Presentations/Sessions Clinical Trials Event Promotion 48% 12% 40% 28% 20% Treatment Technology 4% Addition of key topics is more than 100% due to categorization of individual posts into multiple topics. Note: Time frame considered: 1st – 5th June, 2018 KEY TOPICS OF DISCUSSION BY HCPS Session and event promotion was the most frequently discussed topic
- 11. ConvoScore is a weighted Twitter channel performance score, based on overall engagement on Twitter and engagement being driven by Pharma Company Twitter handles at ASCO 2018 50% 50% Assigned weight on Overall Twitter Performance: Assigned weight on ASCO 2018 Engagement: Overall Twitter Performance Twitter Posts Follower Reach ASCO 2018 Engagement Posts around ASCO ‘18 Engagement on Posts around ASCO ’18 ConvoScore, is calculated by generating ratings based on key Twitter engagement and reach parameters which is further rationalized to form a score between 20 to 100 with 100 being the most desirable score. WE USED CONVOSCORE TO MEASURE PHARMA COMPANY SOCIAL ENGAGEMENT
- 12. 75 65 65 60 ConvoScore is based on overall engagement on Twitter and performance of posts around ASCO 2018 TOP PHARMA COMPANIES RANKED AS PER CONVOSCORE
- 13. WHAT HAVE WE LEARNT? Volume of Twitter coverage at ASCO has significantly increased over the past 3 years but reduced slightly since 2017 (93,569 in 2017 vs 90,309 in 2018) HCPs had the largest share of conversation on social media and pharma only had 5% of conversation share The most engaged with content contained news- worthy information and very detailed images Although Amgen was the most mentioned pharma company, Roche was the top company in terms of engagement
- 14. WHAT SHOULD PHARMA DO? 1.Control content pollution at congress
- 15. WHAT SHOULD PHARMA DO? 2.Understand what content types and formats the audience wants
- 16. WHAT SHOULD PHARMA DO? 3.Stay on top of the latest trends and developments in social media
- 17. CHLOE PARTIKAS Social Director Ogilvy Healthworld REBECCA CANVIN Director of Social Media Ogilvy Healthworld JACKIE CUYVERS Chief Executive Officer Convosphere RICK EVANS Senior Digital Strategist Ogilvy Healthworld info@convosphere.com thesocialcheckup@ogilvy.com CONTACT US To find out more & discover how our experts can enhance social activity at congress Convosphere: +44 (0)20 3858 0235 Ogilvy Healthworld: +44 (0)7770 331 436
Editor's Notes
- JACKIE: We collected this data, like previously and looked at …. You would expect to see conversations increase and peak in the middle of the congress before tailoring off. On 3rd June, when most tweets mentioned ASCO, the Plenary Session was held (this includes abstract presentations of the top practice-changing science with commentary from expert discussants).
- The number of people who attended ASCO in 2017 was 39,400 and whilst we don’t have the final figures for 2018 it looks like it was fairly similar We do know that there were many articles including one on Medscape about the fact that many HCPs are now not attending these big congresses in person due to a multitude of factors including cost, ecological concerns, availability etc The congress is becoming increasingly virtual and the organisers are looking to offer HCPs at home or in clinic as close as possible an experience to being there in person. Indeed we know that many of the leading influencers on social media at medical congresses are not actually present, but have the clout and reputation to drive the conversation online We also know that pharma companies have been criticised for putting so much paid media behind congress posts and dominating the conversation. This has been particulalrly negatively received by the HCP audience, in fact the audience the pharma companies are trying to reach most strongly Many pharma companies have held back more this year, and this might explain the slight drop-off of conversation We’ll discuss that in more detail later in this presentation
- RICK: One of the conversations we always have with our clients is around how much HCPs actually use social media, and I think it’s fair to say that they are generally very busy people and not all of them have the time or inclination to use social media for professional purposes But this is changing, and we know that whilst not all HCPs are actively posting on social media, many more are following news sources and social media influencers At no times is this more apparent than during the big social media congresses such as ASCO Indeed, it’s really interesting to see that for the past few years 40% of all tweets about the congress were by HCPs, and that has increased quite dramatically from 2015 It could be that the plateau between 2017 and 2018 suggests that it has probably reached its peak so it will be interesting to see if the trend continues at the same level next year, especially as we know as not all HCPs are at the congress so the conversation is more online than offline at the event itself
- RICK: Of course HCPs are not the only people talking about ASCO even if they make up the largest sector Healthcare and mainstream media predictably make up a significant percentage of the people talking about ASCO When we talk about experts here, we are talking about academics rather than active HCPs Organisations covers NGOs, government health organisations etc Pharma companies had quite a small share this year, quite possibly down to criticisms of the way they were higging the airwaves with paid promotion in previous years Communities looks at patient communities, blogs and forums Others includes posts we were unable to categorise
- JACKIE: @ASCO we know @GLopesMD = cancer doctor and research @montypal = Physician/researcher interested in #kidneycancer @Sloankettering = Memorial Sloan Kettering Cancer Center @MDAnderson = cancer centre @DrChoueiri = oncologist GU cancers @DanaFarber cancer institute @theNCI = US National cancer institute @DanaFarber = cancer institute @ASCOpres = ASCO president @ConquerCancerFd = ASCO foundation Takeaway- no surprises here for top authors & mentions
- JACKIE: Here are the overall clinical trials discussed at ASCO The TAILORx study. It dominated the headlines revealing that most women with a specific early-stage breast cancer and midrange score on the Oncotype Dx test do not need chemotherapy after surgery. These findings will spare thousands of women from the harmful effects of chemotherapy.
- JACKIE: All well-established hashtags. No surprises – reflect the fact that breast cancer, lung cancer and immunotherapies were key congress topics.
- JACKIE: Looking at 2018 ASCO abstracts (there are over 6,000 in total), and searching for the cancer types above, it follows a similar order as above: Breast cancer (1187 abstracts) – 39% discussed on SoMe Lung cancer (1069) – 34% Colorectal (618) – 4% Prostate (392) 7% Skin (311) – 7% Pancreas (157) – 7% Brain (137) 4%
- JACKIE: Awareness - Discussion around knowing or educating oneself or others around (a topic) ASCO, by spreading awareness through sharing of posts with details around the event per se, or on the presentations, sessions etc.. Clinical Trials: Posts on clinical trial results, on in general around a clinical trial, in ASCO related posts. Presentations/Sessions: Posts which mentioned of specific sessions, presentations etc., on clinical trials or on disease areas. Disease (Tumor Types): Posts which mentioned of any specific cancer types. Treatment: Posts which talked of treatment options for cancer. Technology: Posts on any tech by HCPs. Such as HCPs found "Twitter, Sync, iPlanner" making it easier to navigate the meetings.
- JACKIE
- JACKIE (Background: Switch in the top companies between Roche & Merck)
- BECKY: The plateau of volume of ASCO conversation and that by HCPs on social media means that it has probably reached its peak. It will be interesting to see if the trend continues at the same level next year, especially as we know as not all HCPs are at the congress so the conversation is more online than offline at the event itself Highest engaged content at ASCO went against the guidance from social media companies of simple imagery Roche content received the highest engagement – simple tweets, informing people of their sessions, linking to a LinkedIn blog post and videos by the Global Head of Oncology stating her personal perspective on cancer treatments. Links to media releases.
- BECKY: In recent years, during ASCO annual meetings, there’s been a growing concern raised by attendees and others engaging online that valuable conversations on social media may be overshadowed by content from pharma companies with large followings and more resources Astra Zeneca pledged to change their social media strategy at ASCO this year and laid out 5 points for its new social tactics, including a promise to talk less and listen more and stop paid advertising during congress. 5% of convos this year from pharma companies and poll from Mike Thompson revealed that 78% of people thought less pharma and less noise at ASCO So what should pharma do on social media at congress? Consider whether it’s valuable to be part of the conversation at congress and ensure you have a rationale for each piece of content – if you don’t have news then why are you being involved in the conversation? Might be useful to listen and understand the gaps instead. This will give you an opportunity to create more reactive content and be part of the conversation this way. If you have big data at a congress, the data will almost speak for itself and attendees will promote it on social media
- BECKY: Although guidance from social platforms says in-stream images should be simple and uniform, it’s clear from our analysis that the best performing content had lots of information in the images. So what content formats should you use for your congress content? Choose your image based on who you're targeting. Depending on who you're targeting, whether by gender, age or another demographic, think about the types of images that will resonate. You may want to help your audience share your data by designing slides that are sized for twitter. Test a variety of images. No matter where you get your images from, always use a few variations of each so that you can test the images to see which one gets the best response.
- BECKY: 1. Transparency is at the top of the social platforms agenda Social platforms are becoming more transparent following misuses of data On June 28, Facebook and Twitter both launched their transparency tools for advertising that will make all ads run on the platforms visible. These tools, which operate independently, mean an end to dark posts, far more access to information for consumers and for advertisers. Use this information to understand how posts are shared on social media at congress. 2. Take advantage of new formats – e.g. IG TV. Instagram recently announced that they have released a new app called IGTV that features full-screen, hour-long videos created by the accounts that you follow. 3. Embrace influencers but WISELY! Social media users are becoming much more savvy and less tolerant to influencers that endorse products too often Companies throw money at influencers and direct them to make content that undermines their authenticity Over time this threatens to disrupt the opportunity for everyone We need to embrace influencer marketing with new methods and new forms of creativity