PHARMA NEWS, MULTICHANNEL & CROSSCHANNEL MAKETING

L'agence conseil en communication digitale Ultramedia a publié un baromètre qui classe les laboratoires pharmaceutiques selon leur capacité à exercer un L'agence Ultramedia a publié un baromètre qui classe les laboratoires pharmaceutiques selon leur capacité à exercer un leadership d’opinion.

Tweeting to the top, GlaxoSmithKline and Pfizer tied for the No. 1 spot in the inaugural ranking of global pharma influencers by Owen Health. The U.K.-based healthcare marketing agency evaluated 22 pharma companies on authority, reach, activity, engagement and influence to rate the most and least adept when it comes to Twitter.

GSK and Pfizer both scored 75 and led the pack in influence, measured by Klout scores. Pfizer scored particularly well in reach—coming in second to Novartis—and also in being active, where it was just slightly behind Roche and Johnson & Johnson, which were Nos. 1 and 2 respectively in that measurement, Dean Mattingley, director at Owen Health, said in an email interview.

Meanwhile, GSK’s strength was engagement, which used a weighted measurement of likes, retweets and replies and took into account the number of followers and the volume of tweets sent during the month-long survey period. Mattingley said that that way, the engagement measure resulted in a score that "provides a clearer understanding of whose content is working the best.”

Owen Health used a snapshot approach for the study, analyzing more than 5,000 data points for the pharma Twitter accounts during the month of October 2017.

At the bottom of the ranking was Teva, with a score of 22.

• Related:
  “Top Pharma Companies on Facebook”; http://sco.lt/56NPyD
• “With One Exception, #Pharma Is Not Using Twitter to Engage Patients”; http://sco.lt/7wdzBB

The pharmaceutical world has been flocking to Twitter, just like the rest of the universe, often in an attempt to draw attention to new scientific discoveries aiding in the treatment of disease or to connect with others in their field.

However, Twitter’s popularity has not only benefited the legitimate side of the pharmaceutical industry. A study released in December, supported by both the Global Health Policy Institute and the Alliance for Safe Online Pharmacies, found an empirical link between all Twitter content and content aimed at the illicit drug sales. A survey of two week’s worth of posts shared on Twitter, involving the analysis of more than two million tweets, turned up 45,000 tweets which encouraged drug abuse. The survey found that more than three-quarters of tweets both pertaining to the non-medical use of prescription medications and including a hyperlink to a sales affiliate related to the anti-anxiety drug Valium.

Interactive version now at http://bit.ly/GlobalHCPs Video maps growth in doctors, nurses and healthcare professionals using Twitter since its launch in 2006 ...