Cegedim Strategic Data,
leading provider of integrated healthcare market research and worldwide
promotional audits, has initiated a study comparing the ranking of
pharmaceutical companies' spend on traditional promotional channels to their
presence on two leading social media channels - Facebook and Twitter.
The analysis of social network
presence was conducted worldwide for November 2011 focusing on the top 100
pharmaceutical companies in terms of traditional sales force and marketing
channel spending. CSD then identified the Top 30 pharmaceutical companies for
Facebook and for Twitter based on their presence and healthcare-focused
activities.
Results:
Top 3 companies in
traditional promotional spending The US multinational Pfizer ranks first
worldwide in traditional promotional spending, and is also present in the top
spots for social media presence: third position for the number of Likes on
Facebook, and first for the number of followers on Twitter.
Novartis, the Swiss
multinational that ranks second in traditional promotional spending, is
somewhat behind Pfizer, in seventeenth position for Likes on Facebook, and
fifth position on Twitter for the number of followers.
Merck & Co is in third
position worldwide for traditional promotional spending, and seems to show
contrasting positions for social media activity. The company ranks tenth on the
number of Likes on Facebook, while at the same time ranks number one for the
number of pages. On Twitter Merck & Co ranks fifteenth for the number of
followers and third for the number of Tweets.
Christopher Wooden, Vice
President, Promotion Audits for Cegedim Strategic Data commented:
"The CSD social media audit shows clearly
that most major life science companies are establishing a presence in social
media - but coverage, methods and sophistication do vary significantly. In
broad terms we see an attempt by companies to reach out and create a positive,
on-going message about their contribution to better health. The ability to
target that message and encourage constructive dialogue through social media
will bring value to companies developing this new channel."
CSD will continue to track the
use of social media. Linked with CSD's traditional Promotion Audits, this
research can provide valuable benchmarking metrics in measuring the industry's
use of diverse marketing channels. Results will be available alongside use of
other digital promotional channels, including e-detailing, email and
e-meetings, which are reported continuously at company, brand and physician
level in our global Promotion audit.
Φαρμακευτικο Μαρκετινγκ: Θεωρια, Πρακτικη, Δεοντολογια
The ultimate guide for Pharma Marketing
Champions
Ζητήστε
το στα κεντρικά βιβλιοπωλεία ή δώστε την παραγγελία σας τώρα…