Two national pharmaceutical companies lead the Spanish market with the best strategies on social networks

Knowing where the market is heading and how the COVID 19 pandemic is affecting the pharmaceutical industry’s communications are two of the goals. It is the key to a study that reflects the current state of the pharmaceutical industry in our country. To achieve this, a methodology was followed, including: Analysis of the social networks of the 25 pharmaceutical companies with the highest turnover in Spain, as well as an exercise social listeningA quality testing a survey to analyze the behavior of qualitative and quantitative and content consumers. In the words of Vicente Sánchez, President of ROI UP Group SM&PR: “With this report, we were able to organize the current panorama of the industry in our country on social networks and identify the different needs of companies. Based on a comprehensive analysis, we observed that the most important pharmaceutical companies make a determined but still measured commitment through their channels” .

The companies examined Cinfa, Kern Pharma, Pfizer, Roche, Astra Zeneca, Almirall, GSK, MSD, Abott, Sanofi, Novartis, Ferrer, PharmaMar, Lilly, Janssen Rovo, Bayer, Merck, Menarini, Boehringer Ingelheim, Teva, Esteve, Grifols, Abbvie and gilead Thanks to this analysis, it was possible to verify how the vast majority of these pharmaceutical companies have national profiles, with the exception of only 18% who have global profiles. The channels analyzed are predominantly for corporate use (56%), specific products (17%), or foundations or sponsorships (11%). Made of all a comprehensive analysis of social channels, including the type of content, the formats used or the level of communication. betrothedYou with their communities, among other issues.

Communication in RRSS in the post-pandemic era

In the study by ROI UP Group, Significant evolution in the social channels of the pharmaceutical industry since the pandemic caused by COVID 19. For example, it is remarkable how they began to be involved in their Instagram strategy. impressive profiles, medical professionals and even patients are given a greater role to be closer to their target audience. “Companies continue to show some respect for an environment that is unexplored, public, and a certain mistrust is openly declared. However, although the process progresses more slowly than other industries, they do not stop innovating without realizing it,” adds Sánchez.

Podcasts are also a communication tool whose use has grown significantly since the onset of the pandemic.. The report reflects how comfortable and embraced the pharmaceutical industry feels about it.A format that allows for in-depth development of specific topics by medical and pharmaceutical professionals. In fact, 30% of companies analyzed regularly publish podcasts. GSK has gone even further with the release of an audiobook created specifically for children.

Another prominent issue in the ROI UP analysis is The hesitant introduction of Tik Tok, led by Cinfa, then by pharmaceutical companies including Roche and Kern Pharma. Cinfa uses it to create content about tips, correct use of products, curiosities, among others. On the other hand, Roche does this as a speaker for patients and their families, healthcare professionals and their own teams to deal with educational issues, CSR or employer branding. The study highlights that the use of Tik Tok for Spanish pharmaceutical companies is still in its infancy.

In this way, “it is time to move forward by giving strategic meaning to a pharmaceutical company’s communications policy and harnessing the full potential that social networks can bring to your business. Treat them as an ally. Not just because I talk well about you. These are essential, as patients and consumers, who are the real heroes, are there, need them, and demand through them”, confirms the person in charge of the area.

public opinion

HE “Pharma Observatory of Social Networks 2023: Analysis of the TOP 25 drugs in Spain” There is also information about A survey of 300 people to find out how pharmaceutical companies perceive their communication on social media. One of the conclusions of the survey is that only 25% of the people surveyed follow a pharmaceutical company in their RRSS. Among respondents consuming pharmaceutical ingredients, the majority do so in cosmetic products, self care and parapharmacy. Only 18% follow corporate accounts in the industry. It also manifests interest in acquiring health and pharmaceutical knowledge through influencers And Key Opinion Leaders.

The reliability of the messages was also analyzed and it was concluded that while 50% of the sample did not use social media to seek pharmaceutical information, 20% did use social media to answer questions or get information from the industry.

What is said on social networks

Another prominent feature of the study is the Social Listening exercise, Active listening to more than 42,000 comments about pharmaceutical companies. From this research it was concluded that Twitter is the most common channel for generating conversations on the topic. HE sensuality mostly negative in 41% of the total detected, 37% neutral and 22% positive. Novartis, Roche and Merck are the most sensuality They had a positive percentage of mentions, with Pfizer, Sanofi and Rovi having the highest percentages. sensuality they got negative.

Vaccines against COVID 19 became the main topic of discussion Because Pfizer aggregated 71% of social conversations during the analyzed period. Stock market movements of companies, side effects of drugs or complaints and penalties are other topics that are widely discussed and cause negative emotions. Moreover, CSR activities and actions, new research on pathologies or innovations in the industry are the topics that evoke the most positive emotions. in the audience.