A healthcare case study of ASCO, Novartis and Boehringer conversation on twitter
-
Upload
silja-chouquet -
Category
Healthcare
-
view
4.877 -
download
3
Transcript of A healthcare case study of ASCO, Novartis and Boehringer conversation on twitter
The healthcare hashtag convo on twitter1
563,447 Disease Tweets
293,966 Disease participants
...in a week
1 Symplur healtcare hashtag project: http://www.symplur.com/healthcare-hashtags/diseases/
Tweets
Retweets
Let’s sequence the ASCO twitter convo archetype
Source: 2014 Pharma Twittersphere Benchmark, TeamCurious Analyisis, November 5th, 2014
ASCO DNA on twitter: Tight crowds1
1. Pew Internet Org: Conversational archetypes- six conversation and group network structures in twitter http://www.pewinternet.org/2014/02/20/part-2-conversational-archetypes-six-conversation-and-group-network-structures-in-twitter/
ASCO is a closed community formed for the duration of the medical conference where physicians connect with one another for information as well as exchange of ideas and opinions.
The pharma brand convo on twitter
mentions9,486 4,613tweets1,892 1,455
participants5,581 2,231
...in a year!!!!
Source: 2014 Pharma Twittersphere Benchmark, TeamCurious Analyisis, November 5th, 2014
Stakeholders
Topics
Let’s sequence the Pharma twitter convo
Source: 2014 Pharma Twittersphere Benchmark, TeamCurious Analyisis, November 5th, 2014
1892
Malaria
Healthcare
Pharma
Cancer
Cardio
Rare
Most Novartis tweets are about Cancer
Source: 2014 Pharma Twittersphere Benchmark, TeamCurious Analyisis, November 5th, 2014
Cancer
HCP
Media
Advocacy
Blogger
512
836
Which is also where it is most mentioned
Cancer
Source: 2014 Pharma Twittersphere Benchmark, TeamCurious Analyisis, November 5th, 2014
55%
of accounts mentioning Novartis also follow the company
Large number of disconnected participants mention Novartis
HC
PM
edia
Advoc
acy
Blogger
Source: 2014 Pharma Twittersphere Benchmark, TeamCurious Analyisis, November 5th, 2014
Novartis has large numbers of disconnected contributors who mention them but do not link to or follow one another.
Pew calls this a brand cluster conversation.
Novartis DNA on twitter: fragmented brand clusters1
1. Pew Internet Org: Conversational archetypes- six conversation and group network structures in twitter http://www.pewinternet.org/2014/02/20/part-2-conversational-archetypes-six-conversation-and-group-network-structures-in-twitter/
1455
Boehringer tweets most about Respiratory and Cancer
Respiratory
Hea
lthc
are
Pharm
a
CancerCardio
Rare
Diabetes
Source: 2014 Pharma Twittersphere Benchmark, TeamCurious Analyisis, November 5th, 2014
Hea
lthca
re
Pharma
CommunityCommunity
...but actively invites participation in their discussions
Source: 2014 Pharma Twittersphere Benchmark, TeamCurious Analyisis, November 5th, 2014
Community
Community
73%
of participants follow Boehringer
Highly interconnected community built around pharma and healthcare topics mention Boehringer
Source: 2014 Pharma Twittersphere Benchmark, TeamCurious Analyisis, November 5th, 2014
Boehringer part of a community that is heavily interconnected and that amplifies each other’s messages across network.
Pew calls this a community cluster conversation.
Boehringer’s DNA on twitter: community cluster1
1. Pew Internet Org: Conversational archetypes- six conversation and group network structures in twitter http://www.pewinternet.org/2014/02/20/part-2-conversational-archetypes-six-conversation-and-group-network-structures-in-twitter/
Boehringer’s DNA on twitter amplified by community
followers
100 k
41 k
reach
62 mio 57 mio
Source: 2014 Pharma Twittersphere Benchmark, TeamCurious Analyisis, November 5th, 2014
Archetypes of twitter conversations
1. Pew Internet Org: Conversational archetypes- six conversation and group network structures in twitter http://www.pewinternet.org/2014/02/20/part-2-conversational-archetypes-six-conversation-and-group-network-structures-in-twitter/
Archetype of twitter conversations
1. Pew Internet Org: Conversational archetypes- six conversation and group network structures in twitter http://www.pewinternet.org/2014/02/20/part-2-conversational-archetypes-six-conversation-and-group-network-structures-in-twitter/