A healthcare case study of ASCO, Novartis and Boehringer conversation on twitter

Conversation archetypesA healthcare case study of ASCO, Novartis and Boehringer

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/

http://www.symplur.com/healthcare-hashtags/diseases/

ASCO: 40 000 tweets by 7000 participants

...in a week

Physicians evolved to active ASCO participants in 2014

2012 2013 2014

274

564

1799

ASCO discussion led by key physicians

Tweets

Retweets

Let’s sequence the ASCO twitter convo archetype

Source: 2014 Pharma Twittersphere Benchmark, TeamCurious Analyisis, November 5th, 2014

HCP

MediaBlogger

HCP

MediaBlogger

Tight crowd of HCPs exchanges with each other

Tweets

Retweets

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.

http://www.pewinternet.org/2014/02/20/part-2-conversational-archetypes-six-conversation-and-group-network-structures-in-twitter/

The pharma brand convo on twitter

mentions9,486 4,613tweets1,892 1,455

participants5,581 2,231

...in a year!!!!


Stakeholders

Topics

Let’s sequence the Pharma twitter convo


1892

Malaria

Healthcare

Pharma

Cancer

Cardio

Rare

Most Novartis tweets are about Cancer


Cancer

HCP

Media

Advocacy

Blogger

512

836

Which is also where it is most mentioned

Cancer


55%

of accounts mentioning Novartis also follow the company

Large number of disconnected participants mention Novartis

HC

PM

edia

Advoc

acy

Blogger


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


1455

Boehringer tweets most about Respiratory and Cancer

Respiratory

Hea

lthc

are

Pharm

a

CancerCardio

Rare

Diabetes


Hea

lthca

re

Pharma

CommunityCommunity

...but actively invites participation in their discussions


Community

Community

73%

of participants follow Boehringer

Highly interconnected community built around pharma and healthcare topics mention Boehringer


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


Boehringer’s DNA on twitter amplified by community

followers

100 k

41 k

reach

62 mio 57 mio


Archetypes of twitter conversations


Archetype of twitter conversations


A healthcare case study of ASCO, Novartis and Boehringer conversation on twitter

Healthcare

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