Presentation by Gary Monk, Director of Strategy and Innovation at HAVAS LYNX EU. Pharma Brand Wikipedia Analysis and Influential Editors

1. Pharma Wikipedia
BRAND pages
An analysis
Gary Monk
Presentation includes
speaker notes on slides

2. @garymonk
garywmonk
gary@garymonk.com
www.garymonk.com

4. Introduction
• Wikipedia is a top source of information
around medical products for patients, the
public and health care professionals
• The goal is to analyse the Wikipedia pages of
the Top 20 pharmaceutical products
• Note: all analytics data sourced directly from
Wikipedia (all statistics up to 20/3/14)
– English language Wikipedia only

5. Top 20 Pharma Brands*
Rank Brand Generic name Therapy area
1 Abilify Aripiprazole Psychosis; depression
2 Nexium Esomeprazole GI disorders
3 Humira Adalimumab Rheumatoid arthritis
4 Crestor Rosuvastatin Cholesterol
5 Advair / Seretide Fluticasone/salmeterol Asthma
6 Enbrel Etanercept Rheumatoid arthritis
7 Cymbalta Duloxetine Depression; anxiety
8 Remicade Infliximab Crohn's, RA
9 Copaxone Glatiramer Multiple sclerosis
10 Neulasta Filgrastim Neutropenia
11 Rituxan, MabThera Rituximab NHL, RA
12 Spiriva Tiotropium bromide COPD
13 Atripla Tenofovir/efavirenz HIV infection
14 Januvia Sitagliptin Diabetes
15 OxyContin Oxycodone Pain
16 Avastin Bevacizumab Cancer
17 Lantus Insulin glargine Diabetes
18 Lyrica Pregabalin Neuropathic pain
19 Diovan Valsartan Hypertension
20 Truvada Tenofovir/emtricitabine HIV infection
*US Data. Source Wikipedia.
Note there is a slight change
of ordering due to a recent
Wikipedia update. See here

6. Average daily Wikipedia views by brand
Rank Brand Average Daily Views
1 Abilify 934
2 Nexium 535
3 Humira 565
4 Crestor 594
5 Advair / Seretide 349
6 Enbrel 489
7 Cymbalta 1443
8 Remicade 606
9 Copaxone 225
10 Neulasta 75
11 Rituxan, MabThera 802
12 Spiriva 209
13 Atripla 99
14 Januvia 450
15 OxyContin 3647
16 Avastin 565
17 Lantus 240
18 Lyrica 1641
19 Diovan 397
20 Truvada 218
Source Wikipedia

7. Average daily Wikipedia views by brand
Rank Brand Average Daily Views
1 Abilify 934
2 Nexium 535
3 Humira 565
4 Crestor 594
5 Advair / Seretide 349
6 Enbrel 489
7 Cymbalta 1443
8 Remicade 606
9 Copaxone 225
10 Neulasta 75
11 Rituxan, MabThera 802
12 Spiriva 209
13 Atripla 99
14 Januvia 450
15 OxyContin 3647
16 Avastin 565
17 Lantus 240
18 Lyrica 1641
19 Diovan 397
20 Truvada 218
Source Wikipedia
Hopefully a useful
reference. Average
daily views of 700.
There appears no
correlation between
the size of the brand
and daily views. This
is to be expected,
particularly
considering the list is
based on sales. This
won’t equate to
patient numbers due
to price differences
Mood disorders,
psychosis and chronic
pain do seem to
attract more interest.
Seroquel is ranked 44
and has almost 2400
daily views

8. Average page edits per year
Rank Brand Page edits per year
1 Abilify 82
2 Nexium 47
3 Humira 33
4 Crestor 45
5 Advair / Seretide 28
6 Enbrel 37
7 Cymbalta 107
8 Remicade 34
9 Copaxone 25
10 Neulasta 7
11 Rituxan, MabThera 44
12 Spiriva 20
13 Atripla 17
14 Januvia 27
15 OxyContin 292
16 Avastin 63
17 Lantus 29
18 Lyrica 68
19 Diovan 23
20 Truvada 17
Source Wikipedia
Many of these pages
are very dynamic,
being updated by the
Wikipedia community
weekly or more.
Oxycontin as well as
being the most
viewed is the most
edited

9. Page views vs page edits
Brand
Page views per
day
Page edits
per year
OxyContin 3647 292
Lyrica 1641 68
Cymbalta 1443 107
Abilify 934 82
Rituxan, 802 44
Remicade 606 34
Crestor 594 45
Avastin 565 63
Humira 565 33
Nexium 535 47
Enbrel 489 37
Januvia 450 27
Diovan 397 23
Advair 349 28
Lantus 240 29
Copaxone 225 25
Truvada 218 17
Spiriva 209 20
Atripla 99 17
Neulasta 75 7
Source Wikipedia
When the brands are
ranked by daily page
views there is a
reasonable
correlation with how
often they are edited

10. Page views vs page edits
Source Wikipedia
When the brands are
ranked by daily page
views there is a
reasonable
correlation with how
often they are edited 0
50
100
150
200
250
300
350
OxyContin
Lyrica
Cymbalta
Abilify
Rituxan
Remicade
Crestor
Avastin
Humira
Nexium
Enbrel
Januvia
Diovan
Advair
Lantus
Copaxone
Truvada
Spiriva
Atripla
Neulasta
Number of annual edits

11. Page edits vs number of editors
Brand
Page edits per
year
Number of
editors
OxyContin 292 1933
Cymbalta 107 463
Abilify 82 423
Lyrica 68 309
Avastin 63 300
Nexium 47 285
Crestor 45 205
Rituxan 44 204
Enbrel 37 175
Remicade 34 205
Humira 33 191
Lantus 29 133
Advair 28 180
Januvia 27 130
Copaxone 25 110
Diovan 23 124
Spiriva 20 87
Atripla 17 86
Truvada 17 90
Neulasta 7 39
Source Wikipedia
More of a sense
check and a
reference. As
expected the number
of editors correlates
well with the number
of edits

12. Total edits by Top 10 users of each of the
Top 20 brands
Ran
k
Brand Number of total edits made by the Top 10 editors
1 Abilify 73 46 37 16 15 9 8 7 7 6
2 Nexium 18 17 9 6 6 5 5 5 4 4
3 Humira 9 7 6 6 6 5 5 4 4 3
4 Crestor 35 32 23 12 10 8 8 6 5 4
5 Advair 10 9 8 7 5 4 3 3 3 3
6 Enbrel 34 13 12 12 11 11 10 8 6 5
7 Cymbalta 51 50 39 15 10 10 9 7 7 7
8 Remicade 18 12 7 7 7 6 5 5 5 4
9 Copaxone 14 10 7 6 5 5 5 5 4 4
10 Neulasta 2 2 2 2 2 1 1 1 1 1
11 Rituxan 20 20 11 10 9 9 9 8 7 5
12 Spiriva 22 11 4 3 3 2 2 2 2 2
13 Atripla 5 4 3 3 3 2 2 2 2 2
14 Januvia 13 12 4 3 3 3 3 2 2 2
15 OxyContin 67 65 55 41 39 38 31 30 26 24
16 Avastin 28 13 12 10 9 8 8 7 7 7
17 Lantus 18 9 6 6 4 4 4 4 3 3
18 Lyrica 17 16 14 10 10 8 8 7 7 6
19 Diovan 6 6 5 5 4 4 4 4 3 3
20 Truvada 7 6 4 4 3 3 3 3 2 2
Source Wikipedia
See next slide for
summary

13. A small number of users have a lot of
influence
• 129 unique users in Top 20 products x Top 10
Editors
– 24 users editing more than 1 product
– 13 users editing more than 2 products
– 10 users editing more than 3 products
– 8 users editing more than 4 products
– 5 users editing more than 5 products
• These top 5 editors have over 18% of the
entire Top 10 edits (see next slide)

14. Top 5 Editor analysis (by no. of brands)
Ran
k
Brand Number of total edits made by the Top 10 editors
1 Abilify 73 46 37 16 15 9 8 7 7 6
2 Nexium 18 17 9 6 6 5 5 5 4 4
3 Humira 9 7 6 6 6 5 5 4 4 3
4 Crestor 35 32 23 12 10 8 8 6 5 4
5 Advair 10 9 8 7 5 4 3 3 3 3
6 Enbrel 34 13 12 12 11 11 10 8 6 5
7 Cymbalta 51 50 39 15 10 10 9 7 7 7
8 Remicade 18 12 7 7 7 6 5 5 5 4
9 Copaxone 14 10 7 6 5 5 5 5 4 4
10 Neulasta 2 2 2 2 2 1 1 1 1 1
11 Rituxan, 20 20 11 10 9 9 9 8 7 5
12 Spiriva 22 11 4 3 3 2 2 2 2 2
13 Atripla 5 4 3 3 3 2 2 2 2 2
14 Januvia 13 12 4 3 3 3 3 2 2 2
15 OxyContin 67 65 55 41 39 38 31 30 26 24
16 Avastin 28 13 12 10 9 8 8 7 7 7
17 Lantus 18 9 6 6 4 4 4 4 3 3
18 Lyrica 17 16 14 10 10 8 8 7 7 6
19 Diovan 6 6 5 5 4 4 4 4 3 3
20 Truvada 7 6 4 4 3 3 3 3 2 2
Source Wikipedia
User
Brands
edited
Anypodetos 10
Arcadian 9
Jmh649 9
Beetstra 7
Nbauman 6
• These 5 users have
18% of the total Top
10 edits
• They edit 18/20 of
the top brands
• Nbauman is ranked
very highly by
number of edits for
each brand

15. Top Editors who have only edited one
brand
Source Wikipedia
User
Total
Edits
Brand
Aurochs 73 Abilify
Evb-wiki 65 Oxycodone
NJA 55 Oxycodone
The Sceptical Chymist 51 Cymbalta
• These guys have
over 50 edits to
their name for
only one brand
• A detailed analysis has not been
made of these users however their
talk pages are often negative to
Pharma. Their interests are clearly
less broad when it comes to
medicine. Do not appear to be
involved in Wikipedia working
groups related to medicine

16. Profile of top editors (breadth of brands)
Source Wikipedia
User
Brands
edited
Profile
Anypodetos
10
Interests in pharmacology and appears to be a pharmacist. Numerous edits small and
large, that appear objective and well researched via the literature. Member of
interesting Wikipedia pharmacology project team wp:pharm
Arcadian
9
Member of Neuroscience and Molecular & Cellular biology Wikiprojects. Over
130,000 article edits. Appears to be a physician and a Wikipedia administrator. Active
on their talk page with balanced responses
Jmh649
9
Doc James, prominent Wikipedia physician contributing to multiple medicinal
Wikiproject groups. Appears (understandably!?) skeptical on how neutral pharma
companies can be when it comes to editing Wikipedia. Open for discussion on
Wikipedia, will challenge but helpful
Beetstra
7
Special interest in chemistry. Appears open to discussion. Edits appear minor and
related to the chemistry elements of the page
Nbauman
6
Member of various Wiki-medical groups. Is not a doctor, rather their goal is to ensure
articles are non-technical / jargon laden and suitable for the lay person. Appears well
researched and open to expert input. Having said that made an edit to Aripiprazole
on potential overuse citing the NY times

17. Key Learnings
• Brand page views vary but are typically seen
around 1000 times per day
• There are a lot of editors yet a small number
have a big influence
• Several editors have a significant influence over
multiple brands
• The editors who have edited multiple brands
appear more neutral and open to constructive
debate
• Certain medications such as antidepressants /
antipsychotics attract a lot more interest

18. @garymonk
garywmonk
gary@garymonk.com
www.garymonk.com
Questions?
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