According to a new report released today by the IMS Institute for
Healthcare Informatics, nearly half of pharmaceutical companies are now
actively using social media -- specifically Facebook, Twitter and YouTube -- to
"engage with patients on healthcare-related topics".
IMS
points out that only ten companies utilize all three of these major social
networking services for healthcare topics. "Many companies are using
social media primarily as a unilateral broadcasting channel to physicians and
patients, with limited interaction or fostering of discussion," says IMS.
These results are based on the IMS Health Social Media Engagement Index, which assesses reach, based on the total number of individuals exposed to a message via likes, shares or re-tweets; relevance, the degree that content is found useful and shared across social networks; and relationship, the level of direct interaction around specific content.
"Smaller manufacturers with narrower therapeutic focuses -- UCB, Boehringer Ingelheim and Novo Nordisk -- and consumer health companies typically have the highest levels of social media patient engagement," notes IMS.
These results are based on the IMS Health Social Media Engagement Index, which assesses reach, based on the total number of individuals exposed to a message via likes, shares or re-tweets; relevance, the degree that content is found useful and shared across social networks; and relationship, the level of direct interaction around specific content.
"Smaller manufacturers with narrower therapeutic focuses -- UCB, Boehringer Ingelheim and Novo Nordisk -- and consumer health companies typically have the highest levels of social media patient engagement," notes IMS.
According to IMS data, J&J racked up an impressive 590 "Likes per Post" on Facebook. It's also one of the very few companies that allow comments on its YouTube channel. These facts are what gives it such a high rating.
J&J's major Facebook presence is its corporate site, which has more to do with public relations than with engaging patients about J&J's products. The same could be said about its excellent YouTube channel.
J&J also has a huge presence in social media focused its non-prescription consumer products. These sites are not regulated by the FDA, so it is much easier to have open discussions on these sites. Perhaps this is why J&J got such high marks from IMS.
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