Digital Disruption in Pharma
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GSK, Pfizer Lead in New Global Twitter Pharma Influencer Ranking - Teva is Dead, Last

GSK, Pfizer Lead in New Global Twitter Pharma Influencer Ranking - Teva is Dead, Last | Digital Disruption in Pharma |

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.


Pharma Guy's insight:

It’s obvious that pharma’s use of Twitter, for the most part, is being led by public relations people. There are “corporate” announcements meant for investors or the press while patients are largely being ignored.   Why is this happening? Largely because of two reasons; first, they are afraid of using social media for patient engagement and second because they don’t have the people to use social media as tool to reach customers.

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