Slide from John Pugh's (7/22/09) webinar on "Pharma Twitterama: Exploring the Use of Twitter in Pharma and Healthcare" See also Shwen Gwee's complimentary presentation: http://www.slideshare.net/shwen/pharma-twitterama (see: http://www.exlpharma.com/eventDetail.php?id=195 for details)

1. Pharma Twitterama
John Pugh from Boehringer Ingelheim

2. Who am I
John Pugh
Journalist – Online Marketer – Healthcare PR
www.twitter.com/boehringer
John Pugh
Liverpool FC fan, music fanatic, dad
twitter.com/johnpugh

3. Today
• Why we should use twitter
• What we should tweet
• How we should tweet

4. Why we should tweet

5. Why Boehringer tweet
Communications led initiative
Clear vision of stakeholders
- Journalists

7. What we tweet
• Headlines that link to
approved press releases
• Links to digital resources
• Links to relevant media
articles
• Dialogue, questions,
answers

8. #FollowPharma
AstraZenecaUS
Very focussed on the US.
Less dialogue than the other accounts
Roche
Plenty of dialogue – asking questions, plenty if information, good use of multimedia,
JNJComm
Much dialogue
Much retweeting
Personalised approach from Mark Monseau
Novartis
No dialogue at all. Very traditional approach
The first big pharma company onto Twitter
GREAT use of hashtags H1N1, tweeted from ASCO

9. “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

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

11. Number of followers
Number of followers

12. Follower growth rate
http://twittercounter.com

13. Types of followers
Media: Editors, writers,
publishers: 38.4%
Comparison
JNJ 14%
Roche 15%
Astra Zeneca US 18%
June 2009 http://twitteranalyzer.com/

14. Medical journalists on
Twitter

15. 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

16. Twitter timeline
Novartis Astra JNJ Amgen
Boehringer Bayer Roche Sanofi Aventis
GSK
Nov Dec Jan Feb Mar Apr May Jun Jul
2009

17. Updates
JNJ
Boehringer Ingelheim Roche

18. Quality of updates
Golden 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.

19. Hashtags

20. 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

21. Dialogue and retweets
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

22. Traditional PR

23. 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

24. Twitter Ratio
Boehringer
”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/

26. Who should run Social Media ?

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

28. Twitter Types
Café Media – 14 types of Twitter Personalities
1. The Purist
2. The Clever Purist
Categorise pharma’s
3. The Journalist
4. The Celeb Who Keeps it Real
5. The Link Mogul/Retweeter
6. The Tastemaker
7. The Everyman’s Friend
8. The Spammer
9. The Stalker
10. The Self Promoter
11. The Blog/Site Bot
12. The Clueless
13. The Real Person Who Tries to be a Celeb
14. The Troll and the Meta tweet troll