Shwen Gwee's presentation at the 2011 CBI iPharmaConnect Conference (Philly, PA - MAR 2011)

1. Exploring the
(Pharma) Twitterverse
Tweet Cred or Fail Whale ?
Shwen Gwee (@shwen)
Lead, Digital Strategy and Social Media
Vertex Pharmaceuticals
Founder:
Med 2.0 Blog (med20.com), Social Pharmer Network (socialpharmer.com),
Social Health Unconference (sxsh.org), and PharmFresh.TV

2. Disclaimer
• The opinions and ideas expressed in this presentation are strictly
my own and are not screened by my employer.
• Everything mentioned or presented is strictly my personal opinion
and does not necessarily represent the views of my employer.
!
Image by: Monkey Works Illustration

3. The Twitterverse (circa 2009)

4. Twitter Interface (circa 2009)

5. Twitter – Basic Functions (circa 2009)
Post
+
Follow
@ Reply Unfollow
Direct Message (DM)
≤ 140 CHARACTERS
Favorite

6. 6

7. What A Difference A Year Makes…

8. There’s a New Bird In Town: #NewTwitter

9. #NewTwitter: New Interface

10. #NewTwitter: Suggestions

11. #NewTwitter: Promotional Opportunities
Promoted Accounts Promoted Trends
Promoted Tweets

13. Twitter Stats (2010)

14. Source: KissMetrics Marketing Blog (http://blog.kissmetrics.com/twitter-statistics), Accessed March 2011

15. Source: KissMetrics Marketing Blog (http://blog.kissmetrics.com/twitter-statistics), Accessed March 2011

16. http://www.website-
monitoring.com/
Source: Website-Monitoring Blog (http://www.website-monitoring.com/blog/2010/05/04/twitter-facts-and-figures-history-statistics), April 2010

17. Source: Website-Monitoring Blog (http://www.website-monitoring.com/blog/2010/05/04/twitter-facts-and-figures-history-statistics), April 2010

21. Total # of Tweets Made vs. Tweet Volume

22. Source: Website-Monitoring Blog (http://www.website-monitoring.com/blog/2010/05/04/twitter-facts-and-figures-history-statistics), April 2010

24. How About Healthcare?

25. US Hospital Social Network List (by @EdBennett)
• 3,087 Hospital Social Networking Sites
• 906 Hospitals Total
Hospital Social Networking Sites
– 448 YouTube Channels Blogs; 3%
– 719 Facebook Pages Four Square;
YouTube
Channels; 15%
23%
– 674 Twitter Accounts
– 439 LinkedIn Pages
Facebook
– 693 FourSquare pages; 23%
– 106 Blogs
LinkedIn
Accounts; 14%
Twitter
Accounts; 22%
Source: http://ebennett.org/hsnl

26. Estimate Number of MDs and RNs on Twitter
Source: Phil Baumann, HealthIsSocial.com (AUG 2010): http://healthissocial.com/twitter/number-of-doctors-and-nurses-on-twitter/

27. Most Popular Twitter Doctors

28. Healthcare Tweetchats and Tweetstreams
Healthcare and Social Media (#hcsm)
healthsocmed.com / Sundays, 8-9pm CT
Healthcare and Social Media EUROPE (#hcsmeu)
hcsmeu.com / Fridays, 8-9am ET
Healthcare and Social Media CANADA (#hcsmca)
bit.ly/hcsmca411 / Wednesdays, 1-2pm ET
FDA Social Media (#FDASM)
fdasm.com / *Aggregated tweetstream (not tweetchat)
Social Pharma (#SocPharm)
SocialPharmer.com / Wednesdays, 8-9pm ET
Healthcare Marketing (#hcmktg)
twittgroups.com/group/hcmktg / Fridays, 12-1pm CT
Registered Nurse Chat (#RNchat)
RNchat.org
Medical Doctor Chat (#MDchat)
Mdchat.org

29. Healthcare Tweetchats and Tweetstreams
• #CHCchat - Canada, Canadian Alliance of Community Health Centre Associations, Community Health Centre,
Federally Qualified Health Center, global, United States
• #eldercarechat - elder care, elderly, geriatric, senior
• #hcsm - healthcare communication and social media
• #hcsmanz - Australia, healthcare communication and social media, New Zealand
• #hcsmasia - Asia, healthcare communication and social media
• #hcsmca - Canada, healthcare communication and social media
• #hcsmeu - Europe, healthcare communication and social media
• #hcsmeuES - Europe, healthcare communication and social media, Spain
• #hcsmeufr - Europe, France, healthcare communication and social media
• #hcsmuk - healthcare communication and social media, United Kingdom
• #HITsm - health information technology, Healthcare IT social media, HITECH, HL7, Meaningful Use
• #homecarechat - home care
• #hpm - hospice, hospice and palliative medicine, hospice and palliative medicine physician, palliative, palliative care,
palliative medicine
• #IVchat - infusion therapy, registered nurse, RN, vascular access
• #MDchat - doctor, physician, physician chat session
• #mhsm - mental health, mental health social media
• #nhssm - government, National Health Service Social Media, United Kingdom
• #RDchat - dietitian, nutrition
• #rheum - Rheumatoid Arthritis, Rheumatologist, Rheumatology
• #RNchat - nurse, registered nurse, Registered Nurse community
• #SocPharm - ePharma, pharma, pharmaceutical, pharmacuetical company, social media marketing in pharmaceuticals
Source: Fox ePractice (http://www.foxepractice.com/healthcare-hashtags/tweet-chats), Accessed: March 2011

30. Visualizing Health Tweets: Pixels & Pills
http://www.pixelsandpills.com/tweeder/

31. And What About Pharma?

32. Social Pharma: Twitter Accounts
2008 JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC
3
@CellTherapeutic @Boehringer
@Novartis
2009 JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC
31
@SanofiPasteur
@AstraZenecaUS @JNJComm @NovartisTrials @RaceWithInsulin @ADHDSupport (Shire)
@GenzymeCorp (Novo Nordisk) @MediBiologics (MedImmune)
@NovoNordisk_GA
@Roche_com @AstraZenecaJobs @MerrimackPharma
@SanofiUSVOICES @AstraZeneca @NVSOncoCareers
@AstellasUS @Diabetes_sanofi
@BayerHealthcare
@ElanPLC @BayerUSnews
@Amgen
@AmgenFoundation @Pfizer_news
@GenentechNews @AZhelps
@GSKUS @BoehringerUS
@SanofiAventisTV @BaxterCo
@PKUawareness (BioMarin) @LlyOncOnCanvas
2010 JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC
16
@BayerUKIreland @BMSnews @JNJhistory @LilyPad
@JanssenUK @BayerWED @AlimeraSciences
@McNeilRecall
@Renalinfo (Bayer)
@VertexPharma @JoinAstraZeneca
@JNJstories
@JNJvideo
@Baxter_intl
@DendreonNews
@LundbeckInc Resource: Dose of Digital “Wiki” -- http://www.doseofdigital.com/healthcare-pharma-social-media-wiki

33. Visualizing Pharma Tweets: Ignite Health
www.ignitelabs.com/pharmatwitter

34. Visualizing Pharma Tweets: InTouch Solutions
http://tweetpharm.intouchsol.com

35. Pharma Tweets
Types of Tweets PharmaCo’s
Speedlinking / Auto-updates SanofiAventisTV
News Updates / CorpComm Amgen, Genentech, Novartis, Pfizer, Sanofi Pasteur
Engaging / Energizing / Social* AZ, Boehringer, GSK, JNJ, Roche, Merrimack
Live Tweeting (IR/PR) @JNJcomm, @Boehringer, @VertexPharma
Specialized Jobs: Astra Zeneca Jobs
Promotional: Race with Insulin (Novo Nordisk)
Clinical Trial Recruitment: Novartis Trials
Customer Support:
- AZ Helps (Astra Zeneca)
- ADHD Support (Shire)
- McNeil Recall
Awareness and Education:
- LlyOncOnCanvas (art competition by Lily USA)
- PKU Awareness (BioMarin)
- Renal Info (Bayer)
Live Tweetchat
- #RxSave Tweetchat (Astra Zeneca)
*Includes: ReTweeting, linking to other (non-company) resources, engaging in conversation, expressing gratitude, etc.

36. Promotional: @RaceWithInsulin

37. Customer Support: @AZhelps

38. Customer Support: @ADHDsupport

39. Awareness: @LlyOncOnCanvas

40. Awareness: @PKUawareness

41. Awareness: #RXsave by @AstraZenecaUS
Source: http://wthashtag.com/Rxsave, via Pharma Marketing News, “OMG! AstraZeneca Hosts Twitter Chat & World Does NOT End!”,
(http://pharmamkting.blogspot.com/2011/02/omg-astrazeneca-hosts-twitter-chat.html)

42. Engaging: @Alex__Butler (JanssenUK)

43. Twitter Guidelines: @VertexPharma

44. So…Who’s Got Tweet Cred?

45. Visualize the pharma twittersphere

46. Pfizer leads in terms of followers and gap is growing
#
of
Followers
Avrg
followers
Oct
10:
4835
Source:
www.twi-er.com,
July
13th,Dec
31st
2009,
October
18th;
whdotpharma
analysis

47. Great divide on “following” policy amongst pharma
#
of
Following
Avrg
following
Oct
10:
793
Source:
www.twi-er.com,
July
13th,Dec
31st
2009,
October
18th;
whdotpharma
analysis

48. Difference in updates = different degrees of engagement?
#
of
Updates
Avrg
updates
Oct
10:
456
Source:
www.twi-er.com,
July
13th,Dec
31st
2009,
October
18th;
whdotpharma
analysis

49. Boehringer Ingelheim and J&J lead lead the “engaged“
quadrant
Listen
Engage
#
of
Following
Following
vs.
Followers
by
Pharmaco:
Dec
09
Avg
Updates
Dec
09:
255
Avg
following
Dec
09:
600
Avg
Bubble
size
=
#
of
followers
@Roche_com
#
of
Updates
Think
Source:
www.twi-er.com,
July
13th
and
Dec
31st
2009;
whdotpharma
analysis
Talk

50. Roche moves into “engage“ quadrant; AZ and Vertex also
Moves Into New Quadrant
Listen
Engage
Following
vs.
Followers
by
Pharmaco:
Oct
10
#
of
Following
Avg
Updates:
456
Avg
following
Oct
10:
793
Avg
Bubble
size
=
#
of
followers
@Roche_com
#
of
Updates
Think
Source:
www.twi-er.com,
July
13th
and
Dec
31st
2009;
whdotpharma
analysis
Talk

51. Roche makes biggest move on all dimensions,
followed by J&J
Avg
Updates:
456
@Roche_com
Source:
www.twi-er.com,
July
13th
and
Dec
31st
2009;
whdotpharma
analysis

52. So, Who’s Got Tweet Cred?

53. Klout: “Tw-influence” Measurement Service
Source: Klout (accessed OCT 2010): http://klout.com

54. Klout Analysis: Overall Score
Source: Klout (accessed OCT 2010): http://klout.com

55. Klout Analysis: Influence Matrix
Source: Klout (accessed OCT 2010): http://klout.com

56. Klout Analysis: Influencers and Influenced
Source: Klout (accessed OCT 2010): http://klout.com

57. Pharma 2011 Twankings (by @EyeOnFDA)
Also see @EyeOnFDA “Pharma Companies” List:
http://twitter.com/#!/eyeonfda/pharma-companies

58. Final Thoughts and Twips
• It’s not about WHY anymore… It’s about HOW and WHAT?
• Start internally
– Experiment with tools like SocialCast and Yammer
• Consider developing a guideline for tweeting (before
starting)
– Demonstrate to your internal stakeholders
– Who to follow and how to respond to mentions (@ replies) and DMs
– Work with internal approval team to develop workflow and timelines
(quick turnaround; “standard responses”)
– See: Airforce Blog Assesment flowchart – http://bit.ly/R6sqg
• LISTEN to the tweetchats and READ the tweetstreams
• If you are able to, ENGAGE and FOLLOW
• TOE DIPPING: At least experiment and re-assess -- get
comfortable and at least TRY!
• With POWER comes RESPONSIBILITY -- Use your power for
Good!

59. ~ Thank You ~
Email: Shwen@med20.com
Twitter: @shwen
Blog: www.med20.com
Network: SocialPharmer.com
Unconference: SXSH.org
Video Channel: PharmFresh.TV