Social media at EASD 2018
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The Ogilvy and Convosphere partnership analysed the social media activity over EASD 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 EASD 2018
- 1. SOCIAL MEDIA @ EASD 2018
- 2. WHO WE ARE 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
- 3. EASD ANNUAL MEETING 2018 15,668 Total Tweets around EASD 2018 (1-5 October, 2018) 54 Million Potential Impressions 4,283 Unique Authors 9.9 Mil 11 Mil 13 Mil 14 Mil 6.7 Mil 3,187 3,851 3,720 2,969 1,941 October 1 October 2 October 3 October 4 October 5 Tweets per Day Potential Reach per Day We analyzed Twitter coverage of EASD 2018
- 4. TWITTER COVERAGE YEAR ON YEAR 2015 2016 2017 9,243 13,391 14,512 15,668 2018 Steady increase in volume of conversation over the years # posts using the official congress hashtag
- 5. Note: Time frame considered: 1st – 5th October, 2018 HCP SHARE OF CONVERSATIONS 27% 38% 35% 40% 2015 2016 2017 2018 HCPs make up 40% of the Twitter users talking about EASD
- 6. Note: Time frame considered: 1st – 5th October, 2018 KEY STAKEHOLDER GROUPS Patients, advocating diabetes care and management, shared conference updates
- 7. TOP AUTHORS AND MENTIONS 1,100 @EASDnews 480 @sediabetes @redGDPS @estebanjodar 480 410 400 @cristinatejerap The top author was the official EASD handle Note: Time frame considered: 1st – 5th October, 2018 390 390 250 220 210 @sociedadSEEN @drtinahones @dr_kevinlee @cristobmorales @Novonordisk
- 8. HARMONY KEY TRIAL MENTIONS Top two trials were based on assessing CV safety in T2D patients 444 GSK and DCRI CARMELINA 287 Boehringer Ingelheim and Eli Lilly RISE 273 NIH’s NIDDK CANVAS 37 Janssen Research & Development EXSCEL 36 AstraZeneca Note: Time frame considered: 1st – 5th October, 2018 Trial name: Sponsored by:
- 9. Note: Time frame considered: 1st – 5th October, 2018 KEY HASHTAGS 910 13,000 EASD AWARENESS 330 370 380 410 510 3,200 DISEASE AWARENESS Disease awareness hashtags were frequently used by those talking about EASD
- 10. Addition of key topics is more than 100% due to categorization of individual posts into multiple topics. Note: Time frame considered: 1st – 5th October, 2018 KEY TOPICS OF DISCUSSION BY HCPS Research and trials on diabetes was the most frequently discussed topic Disease Presentations/Sessions Treatment Research & Trials 48% 8% 40% 36% 24% Comorbidities
- 11. TOP ENGAGING CONTENT Note: Time frame considered: 1st – 5th October, 2018 The top engaging content was mainly from HCPs and researchers
- 12. ConvoScore is a weighted Twitter channel performance score, based on overall engagement on Twitter and engagement being driven by Pharma Company Twitter handles at EASD 2018 50% 50% Assigned weight on Overall Twitter Performance: Assigned weight on EASD 2018 Engagement: Overall Twitter Performance Twitter Posts Follower Reach EASD 2018 Engagement Posts around EASD ‘18 Engagement on Posts around EASD ’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
- 13. 90 80 70 60 ConvoScore is based on overall engagement on Twitter and performance of posts around EASD 2018 = used paid promotion for tweets TOP PHARMA COMPANIES RANKED AS PER CONVOSCORE
- 14. EASD VIRTUAL MEETING • EASD hosted a virtual meeting for those who were unable to attend the congress in person • Gave viewers the chance to watch live sessions and poster presentations • There were 104,000 views of the live sessions over the four days • The videos are also available to view after the event
- 15. WHAT HAVE WE LEARNT? Data is the hottest topic (3 of the top x 3 pieces of content were from HCPs/ researchers) Pharma is using paid promo at congress to amplify content Novo led the way in terms of engagement and mentions. Quality content, paid targeting etc
- 16. WHAT SHOULD PHARMA DO? 1.Data is the hottest topic. Consider how to bring this to people who can’t attend
- 17. WHAT SHOULD PHARMA DO? 2.Think strategically about paid promotion and how best to amplify
- 18. WHAT SHOULD PHARMA DO? 3.Consider hosting a satellite social event
- 19. 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
- Rick @EASDnews: The official EASD handle @sediabetes: Spanish Society of Diabetes : Working with AZ at EASD this year to discuss news from the congress in Spanish @redGDPS Primary care focused diabetes group in Spain @estebanjodar: Madrid based endocrinologist @cristinatejerap: Ferrol (ES) based endocrinologist @sociedadSEEN: Interdisciplinary Spanish based scientific society @drtinahones: Malaga based endocrinologist @dr_kevinlee: Doctor who attended the congress. Mentioned that people were taking photos in the symps even though they are not supposed to @christobmorales: Spanish based endo @novonordisk: Diabetes focused pharma company
- Rick HARMONY The glucagonlike peptide-1 (GLP-1) receptor agonist albiglutide (Tanzeum, GlaxoSmithKline) significantly reduces major adverse cardiovascular events (MACE) in type 2 diabetes patients with established cardiovascular disease compared with placebo without any additional safety concerns, according to the results of the latest post-approval cardiovascular outcomes study of a diabetes drug. CARMELINA Adding the dipeptidyl peptidase-4 (DPP-4) inhibitor linagliptin (Tradjenta, Lilly/Boehringer Ingelheim) to standard of care in patients with type 2 diabetes (T2D) at high cardiovascular risk has no impact on cardiovascular (CV), heart failure, or renal events, even in those who already have kidney disease, reveal data from the CARMELINA postmarketing outcomes study. RISE NIDDK-funded study shows that gastric banding is equally effective as metformin in slowing progression of prediabetes and type 2 diabetes. CANVAS Use of diuretics may increase the risk for lower limb amputations in people with diabetes, and the same hypovolemic effect might help explain the increased risk of amputations seen with the sodium-glucose cotransporter type 2 (SGLT2) inhibitor canagliflozin (Invokana, Janssen), new data suggest. EXSCEL — Results of the large cardiovascular safety outcomes trial for AstraZeneca's once-weekly version of the glucagonlike peptide-1 (GLP-1) receptor agonist drug for type 2 diabetes, exenatide (Bydureon), showing that the agent met the goal of cardiovascular safety but failed to show any significant cardiovascular benefit, have been reported here at the European Association for the Study of Diabetes (EASD) 2017 Annual Meeting.
- Chloe No surprises that #EASD2018 was the top mentioned hashtag as it was the official one #FocusonA1C is a hashtag created and used at EASD by MSD All other hashtags are related to diabetes so no suprises
- Chloe All posts analysed were by HCPs: Research & Trials: Posts on clinical trial results, or in general around a clinical trial or research, in EASD related posts. Presentations/Sessions: Posts which mentioned of specific sessions, presentations etc., on clinical trials or on disease areas. Treatment: Posts which talked of treatment options for diabetes (different molecules/drugs which are under investigation, or already approved drugs, insulins, other alternative measures etc.) Disease: Posts which mentioned of diabetes, either Type 1 or Type 2. Co-morbidities: Comorbidities talked in conjunction with diabetes such as CV risks.
- Chloe Interesting that the top engaging content was mainly from HCPs and researchers who were at the congress and tweeting photos of study data and presentations. The Sanofi DCV tweet was promoted through Twitter ads SANOFI: https://twitter.com/SanofiDCV/status/1046520311519137792 (PROMOTED) CRISTINA TEJERA: https://twitter.com/cristinatejerap/status/1048099773033709568 FRANCISCO TINAHONES: https://twitter.com/DrTinahones/status/1047390843752079360 DR ALICE CHENG (Endocrinologist, Associate Professor, University of Toronto): https://twitter.com/AliceYYCheng/status/1046666037603831809
- Jackie
- Jackie
- Becky 104,000 views of the live session over the four days Ability to filter out industry sponsored content Gives viewers the chance to watch live sessions, poster presentations etc The videos are now all live and there is the option to watch them after the event, and comment. https://www.easd.org/virtualmeeting/home.html#
- Becky
- Becky People want to see the data. How can companies present information in the exhibition hall / congress stands that makes it shareable? Data visualisation – needs to be easy to understand. Think about when to release the information. EASD is a big congress and offers the virtual experience. For smaller congresses, pharma have an opportunity to provide this content to wider audience
- Chloe Here are some examples of paid posts that performed well. Many didn’t. Video content is always more popular and as it is potentially more costly and time consuming to produce and subtitle, it’s always worth promoting. Particularly if it features a relevant vox pop. This clip from Novo Nordisk with a doctor speaking is perfect as it features someone at the congress. A real doctor, speaking to the audience who are there. The post from Sanofi is very detailed but it’s data and facts, which we know perform well at congress time. This is perhaps a bit hard to read on a phone but it’s colourful and easy to grasp. Even if the minutiae are detailed, the basic point of the slide is simple to grasp.
- Rick Lots of the top posters were in Spanish. It was really interesting to see that the SED, the multidisciplinary diabetes society from Spain were hosting a satellite local language virtual event in Spanish, offering conference news and opinion in local language. This is a really great idea as it’s offering something different, something more relevant to local physicians in Spain, who may not speak English well enough to follow the presentations. Also, the satellite event capitalises on the fact that people are talking on social, but sidesteps the rules and restrictions that the congress put upon social media. In smaller congresses where there is no Virtual Congress experience this is a great way to share news of the congress with a wider audience. If the congress aren’t doing this themselves, what a great opportunity for pharma to work with a 3rd party group and enable this.