Pharma TwitteramaJohn Pugh from Boehringer Ingelheim

Who am I

John PughJournalist – Online Marketer – Healthcare PRwww.twitter.com/boehringer

John PughLiverpool FC fan, music fanatic, dadtwitter.com/johnpugh

Today

• Why we should use twitter• What we should tweet• How we should tweet

Why we should tweet

Why Boehringer tweet

Communications led initiative

Clear vision of stakeholders- Journalists

What we tweet• Headlines that link to

approved press releases• Links to digital resources• Links to relevant media

articles• Dialogue, questions,

answers

#FollowPharmaAstraZenecaUSVery focussed on the US. Less dialogue than the other accounts

RochePlenty of dialogue – asking questions, plenty if information, good use of multimedia,

JNJCommMuch dialogueMuch retweetingPersonalised approach from Mark Monseau

NovartisNo dialogue at all. Very traditional approach The first big pharma company onto TwitterGREAT use of hashtags H1N1, tweeted from ASCO

“I keep thinking that we haven’t even begun to tap into the potential customer service aspect of Twitter for our brands and businesses.”

Marc Monseau Director, Corporate Media Relations

Measures of success?• Number of followers (quantitative)• Who they are (qualitative)• Tweet subject matter (qualitative)

Number of followers

Number of followers

Follower growth rate

http://twittercounter.com

ComparisonJNJ 14% Roche 15%Astra Zeneca US 18%

Types of followers

Media: Editors, writers, publishers: 38.4%

http://twitteranalyzer.com/June 2009

Medical journalists on Twitter

How to be successful

• Date of joining• Number/regularity of updates• Quality of updates• Use of hashtags• Dialogue and retweets• Traditional PR• Who you follow

Twitter timeline

Nov Dec Jan Feb Mar Apr May Jun Jul

Novartis

Boehringer

Astra

Bayer

JNJ

Roche

Amgen

Sanofi AventisGSK

2009

Updates

JNJ

Boehringer Ingelheim Roche

Quality of updatesGolden rules of Twitter

# Thou shalt not use DM autoresponders. # Thou shalt not beg for retweets. # Thou shalt not autotweet. # Thou shalt not tweet in bunches. # Thou shalt not take your followers on a trip to hashtag hell. # Thou shalt not sex up your avatar. # Thou shalt not oversell. # Thou shalt not overfollow or autofollow. # Thou shalt not sell out. # Thou shalt not tweet before thinking.

Hashtags

Dialogue and retweets

I never thought that I would be re-tweeting so many other tweets – or doing much tweeting from public

meetings like our shareholders meeting

Marc Monseau Director, Corporate Media Relations

We are hoping to refine our metrics as we build our presence on Twitter. Currently we measure success quantitatively by the number of Re-tweets we gain and the number of users who follow us. Qualitative measures include whether or not our

Tweets have generated media inquiries or two-way conversations with followers

Laura Woodin, Astra Zeneca

Dialogue and retweets

Traditional PR

A great case study was the recent outbreak of the influenza virus: we posted links to educational material and media

backgrounders on influenza, which we felt might be beneficial to the discussion. We received some media

enquiries via Twitter for additional images, b-roll or more information and got very positive feedback for this

Sabine Kostevc Corporate Communications, F. Hoffmann-La Roche AG

Twitter RatioBoehringer”Respected Among Peer Group”

JNJComm”Solid Twitter Community Member”

AstraZenecaUS”Gangsta”

Roche_com”Am I a Genius?”

Novartis”Likes to Hear His Own Voice”

www.twitterratio.com/

Who should run Social Media ?

http://www.popjam.com/http://www.popjam.com/sylwiapresley

Twitter TypesCafé Media – 14 types of Twitter Personalities

1. The Purist2. The Clever Purist3. The Journalist4. The Celeb Who Keeps it Real5. The Link Mogul/Retweeter6. The Tastemaker7. The Everyman’s Friend8. The Spammer9. The Stalker10.The Self Promoter11.The Blog/Site Bot12.The Clueless13.The Real Person Who Tries to be a Celeb14.The Troll and the Meta tweet troll

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