22. December 2011 13:28
Pfizer has been crowned the leading pharmaceutical company for their presence on Facebook and Twitter, a new study has found.
Cegedim Strategic Data (CSD) found the pharma-giant had the third-most ‘likes’ on Facebook and had more followers on Twitter than industry rivals. Novartis were ranked overall in second with Merck & Co in third position.
Christopher Wooden, Vice President, Promotion Audits for CSD, says the audit highlights how the industry is improving its social media footprint.
The study was conducted worldwide and focused on the top 100 pharmaceutical companies in terms of traditional sales force and marketing channel spending. CSD then identified the top 30 pharma companies for their presence and healthcare-focused activities on Twitter and Facebook.
Behind Pfizer, Novartis was ranked seventeenth for ‘likes’ on Facebook and overall fifth on Twitter for its number of followers. Merck – which came first for the number of pages on Facebook – ranked tenth for the number of ‘likes’ it has received, third for the number of ‘tweets’ it has made on Twitter and fifteenth for its followers.
CSD found that J&J is second for the number of ‘likes’ on Facebook with Roche occupying the same position for its number of followers on Twitter.
“The CSD social media audit shows clearly that most major life science companies are establishing a presence in social media – but coverage, methods and sophistication do vary significantly,” said Christopher Wooden.
“In broad terms we see an attempt by companies to reach out and create a positive, on-going message about their contribution to better health. The ability to target that message and encourage constructive dialogue through social media will bring value to companies developing this new channel.”