ROI UP Group, the international MarTech agency, has released a new LifeScience study aimed at revitalizing digital transformation across the pharmaceutical, veterinary, cosmetic, biotech, and healthcare sectors. The study gathers multidisciplinary teams skilled in SEO, Analytics, Creativity, Social Media, and Communication. It presents the analysis titled “Social Networks Pharmaceutical Observatory 2023: Analysis of the TOP 25 pharmaceutical companies in Spain.” Following a prior SEO-focused study in the Spanish pharma sector, the report identifies Cinfa and Kern Pharma as leading content strategies on social networks within the Spanish market.
Understanding market direction and how the COVID-19 pandemic has reshaped pharmaceutical communications are two central goals of the research. The study maps the current state of the industry in the country and uses a defined methodology that includes: analysis of the social networks used by the 25 largest Spanish pharma companies, a social listening exercise, quality testing, and a survey to gauge behavior across qualitative and quantitative audiences and content consumers. Vicente Sánchez, President of ROI UP Group SMPR, notes, “This report helps organize the present industry panorama on social networks and reveals the distinct needs of companies. From a thorough analysis, it is clear that the leading players maintain a purposeful, yet measured, voice across their channels.”
The examined companies include Cinfa, Kern Pharma, Pfizer, Roche, AstraZeneca, Almirall, GSK, MSD, Abbott, Sanofi, Novartis, Ferrer, PharmaMar, Lilly, Janssen Rovo, Bayer, Merck, Menarini, Boehringer Ingelheim, Teva, Esteve, Grifols, Abbvie, and Gilead. The study shows that most firms maintain national profiles, with only 18% operating global profiles. The channels analyzed lean toward corporate communications (56%), product-specific content (17%), or foundations and sponsorships (11%). The analysis covers social channels comprehensively, including content types, formats, and engagement levels, as well as how these brands connect with their communities and other relevant issues.
Communication on Social Media in the Post-Pandemic Era
ROI UP Group’s study highlights a notable evolution in pharmaceutical social channels since the COVID-19 outbreak. Instagram strategies have gained traction, featuring prominent medical professionals and even patients taking a more active role in reaching target audiences. “Companies continue to show respect for an environment that remains open and sometimes distrustful, yet they keep innovating and moving forward,” Sánchez adds.
Podcasts have also surged as a communication tool since the pandemic began. The report notes a growing comfort with this format, which allows in-depth coverage of specific topics by medical and pharmaceutical professionals. In fact, 30% of the analyzed firms regularly publish podcasts. GSK has extended this trend by releasing an audiobook designed for children.
Another key finding is the cautious entry into TikTok, led by Cinfa and followed by Roche and Kern Pharma. Cinfa uses the platform to share advice, proper product use, and curiosities, while Roche emphasizes content for patients, families, healthcare professionals, and internal teams to address educational topics, CSR, and employer branding. The study suggests that TikTok’s use within the Spanish pharma sector remains in its early stages.
The study argues that now is the time to give strategic meaning to a pharmaceutical company’s communications policy and to unlock the full potential of social networks as a business ally. These platforms are essential because patients and consumers—who are the real heroes—are present, engaged, and demanding through them, according to the study’s lead.
Public Opinion
The report includes a survey of 300 people to gauge how pharmaceutical companies are perceived on social media. One key finding is that only about 25% of respondents follow a pharma company on social networks. Among those who use pharmaceutical ingredients, most interest lies in cosmetics, self-care, and parapharmacy products. Only 18% follow corporate accounts in the industry, and there is growing interest in health and pharmaceutical knowledge through influencers and Key Opinion Leaders.
The study also measured message reliability, finding that half of the respondents do not use social media to seek pharmaceutical information, while one-fifth do turn to social platforms to answer questions or obtain information from the industry.
What Is Being Said on Social Networks
A significant facet of the research is the social listening exercise, which analyzed more than 42,000 comments about pharmaceutical companies. It found that Twitter generates the most conversations on the topic. Sentiment skewed negative in 41% of mentions, neutral in 37%, and positive in 22%. Novartis, Roche, and Merck received the most positive mentions, while Pfizer, Sanofi, and Rovi had higher levels of negative sentiment.
COVID-19 vaccines dominated the conversation, with Pfizer alone accounting for about 71% of social dialogue during the analyzed period. Stock movements, side effects, complaints, and penalties were other widely discussed topics that often triggered negative responses. CSR activities, new research on diseases, and industry innovations tended to generate the most positive engagement among audiences.