Study: Pharma Companies Missing Out On Social Media Opportunities

pharmaceutical production line
SHARE
THIS



Pharmaceutical companies are missing out on social media opportunities, according to Worldcom’s Digital Health Monitor report.

The Worldcom Public Relations Group suggests many large pharmaceutical companies are not optimising online and social media communications to their advantage.

In Worldcom’s inaugural Digital Health Monitor, research identifies how 25 global pharmaceutical firms across 20 countries manage their online and social media presence globally.

“Our first Digital Health Monitor has uncovered interesting trends and several lost opportunities, and while we recognise there are limitations to what can be said and where it can be said, we recommend a more holistic view be taken with channels available”, said Worldcom’s healthcare practice group chairman Serge Beckers.

“Simple steps, such as using YouTube to build the employer brand, can help pharma companies compete in the increasingly tough battle for talent.”

The report ranks each company in terms of their presence on, and the use of, apps, blogs, Facebook, Flickr, Instagram, LinkedIn, Pinterest, Tumblr, Twitter and YouTube.

It also reviewed the use of these channels by country.

Pfizer, for example, came out on top for the use of YouTube, while Novartis ranked as top user for LinkedIn.

The report found, however, that none of the companies used these channels to maximum advantage.

The Digital Health Monitor also examined messages about pharmaceutical companies and those issued by the companies reviewed.

While most are neutral, there are a number of negative messages around topics such as opioid abuse, bribery and corruption.

The report concludes with five recommendations to improve ROI from online communications.

  1. Companies should ensure there is a careers channel on YouTube where ‘advocate employees’ can post reviews of their experiences to promote an ‘employer brand’. This will help win the battle for talent.
  2. Review the usage of the digital channels most used by target audiences. Companies should ensure their brand is present at both a global and local level.
  3. Compare one’s digital ‘footprint’ to that of your peers and competitors. This audit will help ensure companies are not losing ground by missing opportunities to share permitted information across all available channels.
  4.  Invest in each local market by investing in appropriate local digital channels. This helps demonstrate that companies care about each local market.
  5. Companies should use the analysis from online monitoring to identify topics where it’s essential they have an opinion and share that opinion on a proactive basis.

Please login with linkedin to comment

pharma Social Media

Latest News

SMI Data: Footy Grand Finals See Ad Spends Soar For October, As COVID Fears Subside
  • Media

SMI Data: Footy Grand Finals See Ad Spends Soar For October, As COVID Fears Subside

Australia’s media agency market is finally emerging from the COVID crisis, with the latest SMI data showing the market back just 4.8 per cent in October and the forward bookings detail confirming November and December ad demand is well above where it was at the same time last year. The October market was boosted by […]

Norwegian Cruise Line Revives Queen’s ‘I Want To Break Free’ In New Global Campaign
  • Campaigns

Norwegian Cruise Line Revives Queen’s ‘I Want To Break Free’ In New Global Campaign

Norwegian Cruise Line has launched its new global brand campaign, “Break Free,” encouraging travellers to look beyond the confines of 2020 and towards a future when they can reconnect with the people and places they have missed most. Encouraging travellers to revive their destination dreams and make them holiday realities, the campaign which is a […]

Cricket Australia Boss Slams Seven For Talking “Our Wonderful Game Down”
  • Media

Cricket Australia Boss Slams Seven For Talking “Our Wonderful Game Down”

Cricket Australia’s (CA) interim CEO Nick Hockley (main photo) has slammed broadcaster Seven for talking “our wonderful game down”. In a blistering attack on its broadcast partner, Cricket Australia lashed Seven for its ongoing legal stoush as it attempted to exit its four-year deal with the sport. As reported on B&T today, Seven West Media […]

by B&T Magazine

B&T Magazine
TAC’s Christmas Campaign Via TABOO Urges Victorians To ‘Spend It Wisely’
  • Campaigns

TAC’s Christmas Campaign Via TABOO Urges Victorians To ‘Spend It Wisely’

Road safety meets a time-honoured Christmas tradition with the launch today of the Transport Accident Commission’s ‘Spend it Wisely’ advent calendar initiative, developed in close partnership with Melbourne-based creative agency TABOO. The digital advent calendar provides 25 days of road safety tips, plus offers and discounts to businesses throughout the holiday season, to help Victorians […]

Fort Wayne, Indiana - Circa April 2017: Pepsi and PepsiCo Vending Machines Awaiting Repair. Pepsi is one of the largest beverage producers in the world IV
  • Marketing

PepsiCo ANZ Appoints New CMO For Snacks & Beverages

PepsiCo Australia and New Zealand has announced the appointment of Vandita Pandey to the newly created role of Chief Marketing Officer for both snacks and beverages. Pandey comes from Frito-Lay (a PepsiCo company) in the United States where she has spent the last 11 years in roles that span across marketing, corporate strategy, insights and […]

Aussie Music Stars Front New Digital Campaign For Destination NSW
  • Campaigns

Aussie Music Stars Front New Digital Campaign For Destination NSW

A bunch of well-known Aussie musicians have been called upon to feature in a new digital marketing campaign by Destination NSW geared at convincing Australian travellers to take a road trip in the state. Informed by audience insights captured through consumer travel websites Sydney.com and VisitNSW.com, the ‘Road Trips’ campaign uses the top searched items, […]

Why DDB Sydney Is Supporting Advertising Equality Initiative ‘ShEqual’
  • Opinion

Why DDB Sydney Is Supporting Advertising Equality Initiative ‘ShEqual’

In this guest post, DDB Sydney MD Priya Patel (pictured) discusses why DDB is supporting the launch fo shEqual, an advertising equality initiative from Women’s Health Victoria… shEqual, which launched last week, encourages advertisers and agencies to seriously consider the work we produce and how, collectively, we can move away from tired stereotypes and sexualised […]

Opinion

by B&T Magazine

B&T Magazine
Adgile Doubles-Down On Australia Growth With Team Expansion
  • Advertising

Adgile Doubles-Down On Australia Growth With Team Expansion

Following on from the appointment of Paul Evans as its first Global CEO, Adgile Media has set about expanding and developing its talent base, in order to support and drive growth within the Australian market. Stu Carr joins as Adgile’s new Director of Customer Insights, where he will support clients with their data and analytics […]

Val Morgan Digital & Fandom Team Up With Adidas For New Campaign Featuring Esports Star
  • Campaigns

Val Morgan Digital & Fandom Team Up With Adidas For New Campaign Featuring Esports Star

Partners of Val Morgan Digital, Fandom, the largest entertainment fan site in the world, have this month teamed up with mega brand, adidas to build hype around the release of their new X9000 range. The multi-faceted campaign included a mix of written & video content that tapped into the core pillars of style, tech, and […]

Akcelo Expands Data Strategy And Martech Capabilities With Appointment Of Senior Marketer Anne Ngo
  • Advertising

Akcelo Expands Data Strategy And Martech Capabilities With Appointment Of Senior Marketer Anne Ngo

Brand experience and innovation company Akcelo has today announced the latest senior addition to its growing team, appointing highly experienced marketer Anne Ngo as martech and customer strategy director to lead and grow the practice. Ngo will help Akcelo clients grow their customer marketing and martech maturity by leveraging her deep understanding of the challenges […]

7-Eleven Partners With Adobe And Microsoft To Accelerate Digital Strategy
  • Marketing

7-Eleven Partners With Adobe And Microsoft To Accelerate Digital Strategy

7-Eleven has entered strategic partnerships with Adobe and Microsoft in what is set to accelerate the company’s ambitious digital strategy.  With transformation works well underway, 7-Eleven’s digital plans signal a significant step forward for Australia’s leading convenience retailer.  7-Eleven General Manager of Strategy and Technology Stephen Eyears (pictured) said the company sought to deliver more agile innovation in order to meet customer needs across […]