We analyzed the followers of 17 English-speaking pharma company Twitter accounts – once in 2011 and now again in 2014. Below three key findings for you — did you know?
- Two-thirds of pharma followers are from English-speaking countries
The 17 pharma accounts benchmarked were all corporate accounts tweeting in English. These accounts will thus be skewed towards the English language. Nevertheless, these percentages reflect well the overall Twitter and Facebook bias towards English-speaking countries.
The notable German presence amongst pharma followers was more of a surprise to us. This is driven by the German and Swiss based pharma companies we included in our benchmark, namely Novartis, Roche and Boehringer.
2. Relevant stakeholders for pharma make up 56% of followers
We define relevant stakeholders for pharma as HCPs, Media, Advocacy, and Bloggers (including ePatients and Health/Medical Bloggers).
The remainder of followers consist of diverse other segments: Industry (including Pharma Employees), service providers, agencies, executive recruiters, and the general public. These groups are considered secondary audiences for pharma, but may still have an important role in sharing pharma messages to their followers.
3. Oncology, endocrinology and neurological diseases are top areas of interest for pharma followers
Oncology remains the leading area of interest for pharma followers overall. Endocrinology, driven by T1 diabetes holds a strong second place. Neurology and cardiology tie for third place. This strong division of interests is both a reflection of the most engaging disease area conversations on Twitter overall and a self-selection process based on pharma companies’ treatment portfolios.
We summarized in the info graphic below our key findings for you:
Stay tuned here for more info graphics and analysis as we are finalizing on our 2014 benchmark!