SEE THE 2020 REPORT: https://www.slideshare.net/OgilvyCommonHealth/the-social-checkup-2020-231998480 Or request the full reports by emailing: thesocialcheckup@ogilvy.com The Social Check-up 2018 analyses social media usage in the pharmaceutical industry. The report reveals key insights into pharma’s activities on social media and how 20 leading pharmaceutical companies are producing content that achieves high engagement. For this edition of the Social Check-up, we tracked the global corporate social media activity over an 11-month period in 2016 as well as 2017 to capture trends and changes in the industry. Get in touch to hear the full story… You can also see our previous social reports here: 2016: https://www.slideshare.net/OgilvyCommonHealth/the-social-checkup 2015: https://www.slideshare.net/OgilvyCommonHealth/connecting-the-dots-47203629

1. March 2018
The Social
Check-up

2. March 2018
The Social
Check-up
We’re bringing social back
Once again, our expert social team at
Ogilvy Healthworld has partnered with
data specialists Pulsar to analyse the
pharma social landscape change
From global
corporate
social channels
Data taken from
an 11-month
period
Jan 19th
–Dec 19th
2016 & 2017
Across 20
leading pharma
companies
Including Facebook,
Twitter, Instagram
and YouTube

3. March 2018
The Social
Check-up
Less is more in 2017
Average number of weekly posts & year-on-year change
All channels except
YouTube have seen a
decrease in posting
frequency since 2016
Instagram saw the
largest percentage
decrease in posting
since last year
Posting behaviour on
Facebook remained the
most consistent from
year to year
Both years are based on the 11-month period from January 19th
–December 19th
3.7
22.6
-3%
6.0
1.2
6.2
19.0
-16%
+8%
1.3
-41%
2.2
Facebook Twitter YouTube Instagram
20172016 2016 20172016 20162017 2017

4. March 2018
The Social
Check-up
Pharma communities grew in 2017
Community size & year-on-year change
All channels had
significant increases
in followers
Instagram following
saw the largest
percentage increase
Facebook had the
most new follower
acquisitions
Both years are based on the 11-month period from January 19th
–December 19th
77K
+67%
46K
2.4M
70K
1.7M
3.5M3.5M
+47%
2.0M
+15%
106K
+50%
Facebook Twitter YouTube Instagram
20172016 2016 20172016 20162017 2017

5. March 2018
The Social
Check-up
Facebook is the most
engaging social platform
Facebook continues
to be the most
used platform, but
Instagram is growing
in popularity for
pharma brands despite
its comparatively
small audience
Average number of engagements per post
524 190 61 3

6. March 2018
The Social
Check-up
Company engagement vs activity
Astellas•
500 1,000 1,500 2,000 2,5000
500,000
400,000
300,000
200,000
100,000
0 •TakedaAllergan
Gilead• •AbbVie
•Sanofi
•Bayer
•Merck/MSD
•Novo Nordisk
•Novartis
Boehringer Ingelheim• •GSK
•Johnson & Johnson
•Pfizer
Roche•
Lilly•
•Bristol-Myers Squibb
•AstraZeneca
•Amgen
Weightedengagementscore*
Number of posts
Average
Teva••
Average
*Based on the calculation of (Likes x 1) + (Comments x 2) + (Shares x 5)
New leader in
pharma engagement:
Novo Nordisk is 2017’s
frontrunner!
The top 3 ‘engagers’
did not produce the
greatest number
of posts
High value content
and possibly paid
amplification, at the
right time to the right
audience, is key for
driving engagement

7. March 2018
The Social
Check-up
Year-on-year engagement change
Only 50% increased
their year-on-year
engagement
3 companies
(from both ends
of the rankings)
achieved more than
double their previous
year’s engagement
4 of the top 5 ranking
companies increased
their engagement
*Both years are based on
the 11-month period from
January 19th
–December 19th
Rank Company 2017 weighted engagement* % change from 2016*
1 Novo Nordisk 471,153 +13%
2 Johnson Johnson 417,443 +111%
3 Novartis 393,666 +77%
4 Merck/MSD 356,241 +122%
5 GSK 272,248 -5%
6 Boehringer Ingelheim 263,963 -62%
7 Pfizer 255,619 +39%
8 Roche 188,349 +5%
9 Bristol-Myers Squibb 140,379 -12%
10 Lilly 110,742 -37%
11 Bayer 81,525 -7%
12 AstraZeneca 58,760 +12%
13 Gilead 45,345 +54%
14 AbbVie 35,566 -46%
15 Amgen 32,240 -33%
16 Astellas 29,618 -19%
17 Sanofi 27,245 +9%
18 Takeda 6,598 -27%
19 Allergan 6,004 +102%
20 Teva 4,329 -77%

8. March 2018
The Social
Check-up
The content test results
Learnings from 2017’s content trends
Be
human
Highlighting the human side of the business was the most regular theme across
2017’s high-performing posts, such as spotlighting employees and internal
initiatives. Example – ‘Team Novo Nordisk’ all diabetes pro cycling team
Get
involved
Awareness day content drove high engagement and became part of the wider
online conversation, often beyond pharma. Examples – Earth Day, World Aids
Day, Movember, World Cancer Day
Find a
celeb
Celebrity involvement in event coverage encouraged social spike in engagement.
Examples – Novo Nordisk and Pakistani cricketer Wasim Akram for
#ChangingDiabetes, JJ and Oprah supporting the HIV vaccine announcement
Send
in the
drones
Drone photography came out on top on Instagram, which demonstrated how
trying new techniques and experimenting can keep content exciting on the
home of inspiring imagery. Examples – Bayer and Eli Lilly aerial photography
over their respective headquarters

9. March 2018
The Social
Check-up
The doctor’s notes
Pharma is reaching
social media maturity
1
The space is now
pay to play
With the rapid decline in
organic reach, pharma
companies are embracing
paid social as a means
to ensure that their
content is visible in
what is becoming a very
crowded space
2
Instagram is no longer
the new kid in town
Our last report showed
how the most engaging
content for pharma
followers was highly
visual, so it’s encouraging
to see that many of the
top pharma companies
now view Instagram
as a key channel to
engage audiences
Pharma is posting less
and leveraging
different social media
channel strengths for
communications; tailoring
content to each channel
as well as audience
3

10. March 2018
The Social
Check-up
And the appointment’s
not over…
Interested in the full report?
Chloe Partikas
Social Media Director
Rick Evans
Senior Digital Strategist
Chelsey Toms
Senior Account Manager
Emmanuel Demuren
Research Analyst
Sameer Shah
Research Manager
To dive deeper into The Social Check-up
2018, email us for the full social report
and the chance to hear our in-depth
analysis directly from the team:
thesocialcheckup@ogilvy.com