Decoding Social Media Strategies in Pharma: Balancing Information and Engagement
Social media for pharmaceutical companies is a bit of a tightrope walk. On the one hand, it’s a fantastic opportunity to connect with patients, raise awareness of new treatments, and build a strong brand. But on the other hand, there are strict regulations and the medications themselves are incredibly sensitive. So, how do some of the biggest names in pharma navigate this tricky landscape? Let’s take a closer look at the social media strategies of these leading pharmaceutical giants and see what we can learn.
Many pharmaceutical companies have been cautious about their social media presence. However, that’s no surprise given the advertising restrictions and potential minefields of discussing prescription medicine in an uncontrolled environment. This report looks at how various companies have embraced social media and the trends that have emerged in the industry.
Pharmaceutical Companies Analyzed
The companies analyzed in this report across platforms like Facebook, Twitter, Instagram, YouTube, LinkedIn, and Pinterest include Moderna, Novocure, Astellas, AstraZeneca, BioMarin, Edwards, Galderma, Genentech, Lundbeck, Mallinckrodt, Merck, Otsuka, Takeda, and Sanofi.
Where is the Growth?
On Facebook, pharmaceutical companies saw growth from both Corporate pages and Career pages. The high growth of the Careers pages is perhaps an indicator of the low number of total Fans these pages have. As for the Corporate pages, the high growth rate suggests that this silo was a very important channel for pharma brands.
On Twitter, pharmaceutical companies struggled to increase Follower growth. The Branded portals’ handles were the biggest drivers of Follower growth mostly due to the comparatively low number of Followers. Just like on Facebook, the OTC Brand handles didn’t register any significant growth. This could be due to companies refocusing their efforts in other silos.
Where’s the Effort and Return?
On a searchable database of over 500,000,000 pieces of brand content, the following topics surfaced as the most popular talking points for pharmaceutical companies:
HEALTHCARE
113,000 Posts, Tweets & Pins
Moderna’s promoted post about vaccine updates was the most shared healthcare-related post by the pharmaceutical companies in this report.
NUTRITION
95,500 Posts, Tweets & Pins
MerckEngage’s promoted post about a healthy recipe was the most shared nutrition-related post out of the pharmaceutical companies included in this report.
Trends You Need to Know About the Pharmaceutical Industry on Social Media
Pharmaceutical Companies are Producing Less Content
Across social networks, pharmaceutical companies have been publishing less social media content. There has been a 36% drop in the amount of content published.
Pharmaceutical Career portals bucked the trend and published 37% more content. Pfizer published 332% more content on its Corporate Facebook page.
Video Content is on the Rise
Videos now account for 16% of all content published by pharmaceutical companies on Facebook. This transition mirrors what is happening in other industries across Facebook, Twitter, and Instagram. As brands compete for attention, videos provide the means to capture it.
Boehringer Ingelheim published the most videos on Facebook, totaling 134. OTC Brand Facebook pages accounted for the highest percentage of video content with 20% of posts being videos.
Facebook Engagement is on the Rise
Though the volume of content published by pharma companies on Facebook has fallen, the average interactions per post have been increasing. The biggest driver of this growth has been from Likes, which suggests paid promotion is largely responsible for the increase.
There is zero correlation between more posts and higher engagement. Novo Nordisk posted the second least amount of posts but had the second-highest total interactions. Pfizer published more than twice the amount of content on Facebook but had lower total interactions than most other companies.
More Content is Being Promoted on Facebook
The percentage of Facebook posts being promoted by pharmaceutical companies increased from 10% to 14%. This, in addition to the rise in the number of videos being published, has helped the pharmaceutical industry generate higher engagement from fewer posts.
Novo Nordisk was the most likely to promote its content – 36% of its posts were promoted. Pfizer promoted less than 1% of their content. Branded portals were most likely to promote their content with an average of 40% of content being promoted. Career profiles were least likely to have promoted content.
OTC Brand Profiles are Declining
There was a steep decline in the amount of public content being produced by these profiles along with a similar drop in engagement. The decline in content could be due to the increase in ‘dark posts’ that brands can publish on Facebook.
Some OTC brands that bucked the trend include Tums (GSK), Flonase (GSK), and NEXIUM (AstraZeneca). Together these brands accounted for 72% of all OTC Brand interactions. Motrin (J&J) published less than one post per month but still managed to generate 13 times more engagement than Midol (Bayer).
Companies Reply to Fewer Tweets than Ever
Pharmaceutical companies appear to be more reluctant than ever to get involved in conversations on Twitter. The largest decline has come from the OTC brand handles where brands are now highly unlikely to reply to user tweets.
Eli Lilly remains one of the only brands to actively engage its audience with more than double the number of replies compared to any other brand. Allergan and Sanofi are the least likely to reply to any tweet; Allergan replied to just two tweets.
Companies were Active Across Social Networks
Pharmaceutical companies are active on five out of six social networks with the vast majority of companies preferring Twitter, LinkedIn, Facebook, and YouTube. Twitter and LinkedIn are the most preferred social networks with a 100% presence. Only seven companies have a presence on Instagram, making it the least preferred social network.
Bayer & Boehringer Ingelheim are the most social pharmaceutical companies with an active presence across all six social networks. Allergan is the least active pharmaceutical company on social media with its presence limited to just Twitter and LinkedIn.
Company | Platforms | Content | Engagement | Follower Demographics | Strategy |
Moderna | Twitter, LinkedIn, Facebook, Instagram | Vaccine updates, research breakthroughs, corporate news | High during COVID-19 vaccine rollouts, consistent engagement with health professionals | Healthcare professionals, researchers, general public | Informative and educational posts, real-time updates on vaccine developments |
Novocure | LinkedIn, Twitter, YouTube | Cancer treatment innovations, patient testimonials, clinical trial updates | Moderate, with peak interactions around clinical trial announcements | Cancer patients, medical professionals, researchers | Focus on patient stories and scientific research, video content highlighting treatment efficacy |
Astellas | LinkedIn, Twitter, Facebook | Research findings, corporate social responsibility initiatives, disease awareness | Steady, with higher engagement during awareness campaigns | Healthcare providers, patients, industry professionals | Mix of scientific content and community engagement, emphasis on CSR |
AstraZeneca | Twitter, LinkedIn, Facebook, Instagram | Pharmaceutical advancements, COVID-19 vaccine information, health tips | High, especially around vaccine updates and health campaigns | General public, healthcare workers, policymakers | Balanced content strategy with a focus on current health issues, interactive campaigns |
BioMarin | LinkedIn, Twitter, Facebook | Rare disease research, patient advocacy, corporate news | Consistent, with peaks around research publications and patient stories | Rare disease communities, healthcare providers, researchers | Emphasis on advocacy and education, sharing personal patient experiences |
Edwards | LinkedIn, Twitter, YouTube | Cardiovascular innovations, patient outcomes, corporate milestones | Moderate, with spikes during product launches and medical conferences | Cardiologists, medical professionals, patients | Highlighting technological advancements and patient success stories |
Galderma | LinkedIn, Instagram, Facebook | Dermatological treatments, skincare tips, product launches | High on visually engaging posts about skincare products and tips | Dermatologists, skincare enthusiasts, patients | Visual content strategy focusing on product efficacy and skincare education |
Genentech | Twitter, LinkedIn, Facebook, YouTube | Biotech innovations, patient stories, community impact | Consistent, with high engagement on patient-centric content | Biotech professionals, patients, healthcare providers | Storytelling approach highlighting patient journeys and scientific breakthroughs |
Lundbeck | LinkedIn, Twitter, Facebook | Mental health awareness, neuroscience research, corporate updates | Steady, with peaks during mental health campaigns | Mental health professionals, patients, caregivers | Advocacy and awareness campaigns, sharing research findings |
Mallinckrodt | LinkedIn, Twitter, Facebook | Specialty pharmaceuticals, patient assistance programs, research updates | Moderate, with higher interaction during corporate announcements | Healthcare providers, patients, industry professionals | Focus on specialty treatments and patient support programs |
Merck | Twitter, LinkedIn, Facebook, Instagram | Vaccine information, health awareness campaigns, scientific research | High, especially on health-related topics and awareness days | General public, healthcare workers, researchers | Broad content strategy addressing public health issues and research advancements |
Otsuka | LinkedIn, Twitter, Facebook | Pharmaceutical developments, mental health advocacy, corporate initiatives | Steady, with peaks around mental health awareness campaigns | Mental health professionals, patients, caregivers | Focus on mental health advocacy and innovative treatments |
Takeda | LinkedIn, Twitter, Facebook | Global health initiatives, research and development, patient stories | Consistent, with high engagement on global health topics | Healthcare providers, patients, global health professionals | Emphasis on global health and patient-centric stories |
Sanofi | Twitter, LinkedIn, Facebook, Instagram | Vaccine updates, chronic disease management, corporate social responsibility | High, particularly during health awareness campaigns | General public, healthcare professionals, policymakers | Diverse content strategy focusing on public health, research, and CSR initiatives |
Moderna: A Leader in the Vaccine Conversation
- Channels: Twitter, LinkedIn, Facebook, Instagram
- Content: Vaccine updates, research breakthroughs, corporate news
- Engagement: High during COVID-19 vaccine rollouts, consistent with healthcare professionals
- Audience: Healthcare professionals, researchers, general public
- Strategy: Informative and educational content, real-time updates on vaccine developments
Moderna’s social media presence flourished during the COVID-19 vaccine rollout. They actively engaged with healthcare professionals and the public, providing valuable information and updates.
Novocure: Championing Cancer Patients
- Channels: LinkedIn, Twitter, YouTube
- Content: Cancer treatment innovations, patient testimonials, clinical trial updates
- Engagement: Moderate, with spikes around clinical trial announcements
- Audience: Cancer patients, medical professionals, researchers
- Strategy: Focus on patient stories and scientific research, video content highlighting treatment benefits
Novocure utilizes social media to connect with cancer patients, medical professionals, and researchers. They share patient experiences alongside scientific research, and leverage video content to showcase treatment effectiveness.
Astellas: A Well-Rounded Approach
- Channels: LinkedIn, Twitter, Facebook
- Content: Research findings, corporate social responsibility initiatives, disease awareness
- Engagement: Steady, with higher engagement during awareness campaigns
- Audience: Healthcare providers, patients, industry professionals
- Strategy: Mix of scientific content and community engagement, emphasis on CSR
Astellas adopts a balanced social media strategy. They share scientific research findings and engage with the healthcare community, while also promoting corporate social responsibility initiatives.
AstraZeneca: Reaching a Broad Audience
- Channels: Twitter, LinkedIn, Facebook, Instagram
- Content: Pharmaceutical advancements, COVID-19 vaccine information, health tips
- Engagement: High, especially around vaccine updates and health campaigns
- Audience: General public, healthcare workers, policymakers
- Strategy: Balanced content strategy with a focus on current health issues, interactive campaigns
AstraZeneca caters to a broad audience on social media. They address current health issues, share COVID-19 vaccine information, and run interactive campaigns, creating a well-rounded social media presence.
Tailored Strategies for Specific Needs
The following companies showcase how social media strategies can be adapted to target specific audiences:
- BioMarin: Champions rare disease advocacy and patient stories (LinkedIn, Twitter, Facebook)
- Edwards: Highlights technological advancements and patient success stories in cardiovascular care (LinkedIn, Twitter, YouTube)
- Galderma: Uses visually engaging content to educate audiences about skincare (LinkedIn, Instagram, Facebook)
- Genentech: Employs a storytelling approach to highlight patient journeys and scientific breakthroughs (Twitter, LinkedIn, Facebook, YouTube)
Mental Health Awareness Takes Center Stage
Several companies prioritize mental health awareness on social media:
- Lundbeck: Advocates for mental health and shares research findings (LinkedIn, Twitter, Facebook)
- Otsuka: Champions mental health and innovative treatments (LinkedIn, Twitter, Facebook)
Social Media for Global Health
- Takeda: Focuses on global health initiatives and patient-centric stories (LinkedIn, Twitter, Facebook)
Sanofi: A Multifaceted Approach
- Channels: Twitter, LinkedIn, Facebook, Instagram
- Content: Vaccine updates, chronic disease management, corporate social responsibility
- Engagement: High, particularly during health awareness campaigns
- Audience: General public, healthcare professionals, policymakers
- Strategy: Diverse content strategy focusing on public health, research, and CSR initiatives
Sanofi leverages social media for a multifaceted approach. They address public health issues, promote research advancements, and showcase their commitment to corporate social responsibility.
By understanding these strategies, pharmaceutical companies can craft effective social media communication to reach their target audiences and achieve their goals.
Decoding Social Media Strategies in Pharma: Balancing Information and Engagement with FDA Compliance
The world of social media can be a double-edged sword for pharmaceutical companies. The potential for communication and brand awareness is undeniable, but strict regulations and the sensitive nature of medications necessitate a cautious approach. Let’s dissect the social media strategies employed by some leading pharmaceutical giants, while also considering the ever-present impact of FDA compliance.
FDA Compliance: A Balancing Act
The Food and Drug Administration (FDA) enforces strict regulations regarding how pharmaceutical companies can market their products, including on social media. These regulations aim to ensure that all information shared is accurate, balanced, and doesn’t mislead the public. This can significantly impact a company’s social media strategy. For instance, companies cannot directly promote prescription drugs or make unsubstantiated claims about their efficacy.
Challenges and Considerations
- Content Restrictions: Companies must carefully craft their content to avoid promotional language for prescription drugs. Sharing educational information and disease awareness campaigns are safer options.
- Accurate and Balanced Information: All information shared, including patient testimonials, must be accurate and balanced. Companies cannot present a one-sided view of a drug’s benefits without also mentioning potential risks.
- Transparency and Source Disclosure: Companies must be transparent about their social media activities and disclose any sponsored content or collaborations with influencers.
How MarketBeam Can Help
MarketBeam empowers pharmaceutical companies to navigate the complexities of social media marketing while adhering to FDA regulations. Here’s how:
- Compliance Expertise: MarketBeam’s team possesses in-depth knowledge of FDA regulations regarding social media marketing for pharmaceuticals. They can help companies develop compliant content strategies and ensure all posts adhere to guidelines.
- Content Creation and Management: MarketBeam can create high-quality, engaging content that educates patients and healthcare professionals without violating FDA regulations. This includes developing disease awareness campaigns, sharing scientific research, and crafting informative posts about general health topics.
- Social Listening and Reporting: MarketBeam’s social listening tools can help companies monitor brand mentions and track online conversations. This allows for quick identification and response to any potential compliance issues.
By understanding FDA regulations and partnering with a knowledgeable social media marketing solution like MarketBeam, pharmaceutical companies can leverage the power of social media effectively and compliantly. MarketBeam can guide them in crafting informative and engaging content, managing social media activities, and ensuring a safe and effective social media presence. Here’s how MarketBeam can specifically support the companies we explored:
- Moderna: Capitalize on momentum. MarketBeam can help Moderna maintain the strong engagement they built during the pandemic by developing data-driven content strategies that resonate with healthcare professionals and the public.
- Novocure: Amplify patient stories. MarketBeam’s expertise in crafting compelling video content can help Novocure further amplify the power of patient testimonials and showcase the human impact of their treatments.
- Astellas: Balance remains key. MarketBeam’s social listening tools can help Astellas stay on top of industry trends and ensure their content mix effectively balances scientific research with community engagement initiatives.
- AstraZeneca: Deepen audience connections. MarketBeam’s interactive content creation capabilities can help AstraZeneca develop engaging campaigns that foster deeper connections with a broad audience on various health topics.
Tailored Solutions for Specific Needs:
MarketBeam recognizes that each company has unique goals. Here are some additional examples of how we can tailor our services:
- BioMarin (Rare Disease Advocacy): MarketBeam can help craft targeted content that resonates with specific patient communities and raise awareness for rare diseases.
- Edwards (Cardiovascular Care): Leveraging data and analytics, MarketBeam can help Edwards identify the most impactful patient success stories to share and measure the reach of their content among cardiologists.
- Galderma (Skincare Education): MarketBeam’s creative team can develop visually stunning content that educates audiences about skincare science and positions Galderma as a trusted advisor.
- Genentech (Patient Journeys): MarketBeam’s storytelling expertise can help Genentech craft powerful narratives that highlight the transformative impact of their treatments on patients’ lives.
Mental Health Awareness:
For companies like Lundbeck and Otsuka prioritizing mental health awareness, MarketBeam can develop content that combats stigma, educates the public, and connects with mental health professionals and caregivers.
Global Health Focus:
MarketBeam can assist Takeda in crafting culturally sensitive content that resonates with international audiences and amplifies their global health initiatives.
Sanofi’s Multifaceted Approach:
With Sanofi’s diverse social media goals, MarketBeam can provide a comprehensive solution. Our team can help them create informative public health content, showcase research advancements through data visualization, and craft compelling CSR initiatives that resonate with a broad audience.
Partner with MarketBeam and unlock the full potential of social media for your pharmaceutical company. See MarketBeam in action – schedule your personalized demo now!
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