1. Visualize the pharma twittersphere
Friday, January 29, 2010

2. Over
past
18
month
big
pharma
set
up
a
presence
on
twiJer
Start
of
twiJer
ac1vi1es
2008 2009 2010
@Boehringer @AstraZenecaUS @JNJComm @Amgen @Pfizernews
@Novar1s @Roche_com @genentechnews @AstraZeneca
@GSKUS
Whydot twitter analysis
Source:
www.twiJer.com,
July
13th
and
Dec
31st
2009;
whdotpharma
analysis 2
Friday, January 29, 2010

3. Pfizer
leads
in
terms
of
followers
despite
late
start
#
of
Followers
2
699
1
313
Avg
Dec
09
Avg
Jul
09
Source:
www.twiJer.com,
July
13th
and
Dec
31st
2009;
whdotpharma
analysis 3
Friday, January 29, 2010

4. Great
divide
on
following
policy
amongst
pharma
#
of
Following
600
392
Avg
Dec
09
Avg
Jul
09
Source:
www.twiJer.com,
July
13th
and
Dec
31st
2009;
whdotpharma
analysis 4
Friday, January 29, 2010

5. Difference
in
updates
=
different
degrees
of
engagement?
#
of
Updates
255
119
Avg
Dec
09
Avg
Jul
09
Source:
www.twiJer.com,
July
13th
and
Dec
31st
2009;
whdotpharma
analysis 5
Friday, January 29, 2010

6. Boehringer
&
JNJ
lead
in
terms
of
engagement
#
of
Following
Average
following:
392
Average
Updates:
119 #
of
Updates
Bubble
size
=
#
of
followers
Source:
www.twiJer.com,
July
13th
and
Dec
31st
2009;
whdotpharma
analysis
Friday, January 29, 2010

7. Boehringer
&
JNJ
lead
in
terms
of
engagement
#
of
Following
The twitter engagement
quardrant: above
average followers,
following and updates!
Average
following:
392
Average
Updates:
119 #
of
Updates
Bubble
size
=
#
of
followers
Source:
www.twiJer.com,
July
13th
and
Dec
31st
2009;
whdotpharma
analysis
Friday, January 29, 2010

8. ...
Roche
&
AstraZeneca
moving
into
the
“engagement“
quadrant
#
of
Following
@Pfizer_news
Avrg
following:
600
@genentechnews
Avrg
Updates:
255 #
of
Updates
Avrg
Bubble
size
=
#
of
followers
Source:
www.twiJer.com,
July
13th
and
Dec
31st
2009;
whdotpharma
analysis
Friday, January 29, 2010

9. 19%
of
pharma
followers,
or
3,034
twiJer
accounts
have
more
than
500
followers.
% >500 followers
15%
14%
26%
20%
20%
Avrg 19%
Number of followers that
are followed by
Source:
www.twiJer.com,
Dec
31st
2009;
whdotpharma
analysis
8
Friday, January 29, 2010

10. 32%
of
accounts
follow
more
than
1
pharma
account
!"#$%&'($)*$&+"%%",-).&/0122&+"%%",-).3&
&4&5256&$77"89#.&&
:77"89#.&+"%%",;9<&*")-&#($9&=&$77"89#&
45>?&"@-)%$'&
=
2,079
unique
twiJer
accounts
Note:
Analysis
based
on
19%
accounts
with
>500
followers
that
follow
at
least
one
of
the
5
pharma
accounts
listed
above
Source:
www.twiJer.com,
Dec
31st
2009;
whdotpharma
analysis
9
Friday, January 29, 2010

11. Boehringer
&
JNJ
:
number
of
followers
with
>
2000
followers
2000-­‐
5000
followers
>
5000
followers
Source:
www.twiJer.com,
Dec
31st
2009;
whdotpharma
analysis
10
Friday, January 29, 2010

12. Segmented
2,079
unique
pharma
followers
into
6
segments
Service
providers:
Consul1ng
services,
agencies,
CROs,
pharma
vendors,
etc.
Journalist/bloggers:
Trade,
industry
and
health
publica1ons,
journalists,
financial
analysts,
healthcare
bloggers
etc.
Advocacy:
Pa1ent
advocacy,
cause/awareness
advocacy
etc.
HCP/Stakeholders:
Physicians,
nurses,
regulators,
insurance
etc.
Science/academia:
Scien1sts,
scien1fic
publica1ons,
faculty
etc.
Other:
Other
pharma
companies,
pharma
employees,
health
websites,
travel
vendors,
real
estate
agents,
other
vendors
individuals,
non-­‐iden1fiable
accounts
Source:
www.twiJer.com,
Dec
31st
2009;
whdotpharma
analysis
11
Friday, January 29, 2010

13. Service
providers,
journalists,
bloggers
and
advocates
make
up
57%
of
pharma
following
!"#$%&'()'*+,-%&'.//("0*1'23455')(66(+%&17')(66(+,08'*(9'4'9:.&#.'.//("0*1'
'304$)5&'6$/078/9$:--./012;$
,--./012$ !"#$ !%#$ ""#$ "&#$ '#$ (#$
&#$ )&#$ *&#$ %&#$ +&#$ "&&#$
<1=9>$ ?9>@7-9$A>.@7B9>$ C./>0:D721EFD.GG9>2$ ,B@.-:-H$ IJKE?1:L9=.DB9>2$ ?-790M212E,-:B9N7:$
Note:
Analysis
based
on
19%
accounts
with
>500
followers
that
follow
at
least
one
of
the
5
pharma
accounts
listed
above
Source:
www.twiJer.com,
Dec
31st
2009;
whdotpharma
analysis
12
Friday, January 29, 2010

14. Service
providers
and
Journalist/bloggers
also
follow
most
of
the
pharma
accounts
with
an
overlap
of
36%
and
41%
respec1vely
Service
providers
Journalist/bloggers
Source:
www.twiJer.com,
Dec
31st
2009;
whdotpharma
analysis 13
Friday, January 29, 2010

15. Boehringer
counts
most
journalists
and
bloggers
amongst
its
followers,
while
JNJ
porholio
is
more
diverse
!"#$%&'()'*+,-%&')(..(+%&/'01233')(..(+%&/4'5%&'567&#7'788("9*/'$:'/*7;%6(.<%&'/%=#%9*' Number followers
F6G$&H)&($:CC.I3J<K$ (>500)
D9/1:4/E$ &'#$ &+#$ ''#$ ')#$ %#$ *#$ Unique 2,079*
B.C0/@7.8$ !%#$ &*#$ '&#$ ''#$ *#$ "#$ 506
=>?/1@3/A<$ !%#$ ('#$ '!#$ ,#$ %#$ +#$ 580
6.9:1;<$ !%#$ ()#$ '(#$ %#$ (#$ ,#$ 535
5657.88$ !"#$ (!#$ ''#$ "#$ +#$ (#$ 544
-./01234/1$ !"#$ &(#$ '*#$ ')#$ "#$ +#$ 869
)#$ !)#$ ()#$ +)#$ ")#$ '))#$
Total 3,074
LJ0/1$ M/192C/$N1.92O/1$ 5.I13:P2<JQRP.44/1<$ DO9.C:CS$ T7=QMJ:U/0.PO/1<$ MC2/3;<J<QDC:O/82:$
*
Excluding
overlap
of
32%
Note:
Analysis
based
on
19%
accounts
with
>500
followers
that
follow
at
least
one
of
the
5
pharma
accounts
listed
above
Source:
www.twiJer.com,
Dec
31st
2009;
whdotpharma
analysis
14
Friday, January 29, 2010

16. Novar1s
high
overlap
with
others,
Boehringer
followed
by
many
journalists,
bloggers
and
advocates
alone.
Advocates
Journalist/bloggers
Source:
www.twiJer.com,
Dec
31st
2009;
whdotpharma
analysis
15
Friday, January 29, 2010