Analysis of the PR strategy of pharmaceutical companies in Spain

ROI UP Group, international agency MarTech, launches a new study in the field of LifeScience, Focused on the revitalization of digital transformation in the pharmaceutical, veterinary, cosmetic, biotechnological and healthcare sectors. On this occasion, his team developed “Pharmaceutical Observatory of Social Networks 2023: Analysis of TOP 25 Medicines in Spain”. After the first job on SEO in the Spanish pharmaceutical sector, this report reveals that two national companies (Cinfa and Kern Pharma) lead the best social media content strategy in the Spanish market.

The study looked at where the market is going and how the COVID-19 pandemic has affected communication in the pharmaceutical sector In our country. For its implementation, a methodology that includes analysis of social networks of 25 pharmaceutical companies with the highest turnover in Spain, as well as exercise Social listeningand measure qualitative and quantitative and research to analyze the behavior of content consumers. According to the words Vicente Sánchez, head of SM&PR in the ROI UP group:With this report, we managed to organize the current panorama of the sector in our country on social networks, as well as identify the different needs of companies. Based on an exhaustive analysis, we observed that pharmaceutical companies with the highest weight are making a determined but still measured commitment through their channels.“.

The analyzed companies are 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 that the vast majority of the pharmaceutical companies mentioned above have national profiles, except for 18% that only have global profiles. The analyzed channels are mainly for corporate use (56%), for specific products (17%) or foundations or sponsorships (11%). All of them have been made an exhaustive analysis of its social channels where aspects such as the type of content, the formats used or the level fiancést with their communities, among other issues.

Communication in RRSS in the post-pandemic era

This is reflected in the study conducted by ROI UP Group an evident evolution in the social channels of the pharmaceutical industry since the pandemic caused by COVID-19. For example, it highlights how they started to get involved in Instagram strategies influencer profiles, medical professionals or even patients have been given a greater role in achieving greater proximity to their target audience. “Companies continue to show a certain respect for an unexplored, open-for-all environment that is openly distrusted. However, they do not stop innovating without being aware of it, although the process is slower than in other sectors,” adds Sánchez.

Podcasts are also a means of communication, the use of which has increased significantly since the beginning of the pandemic.. The report reflects how the pharmaceutical industry feels comfortable with this fA format that enables in-depth development of specific topics by medical and pharmaceutical experts. In fact, 30% of the analyzed companies regularly publish podcasts. GSK even went further by launching an audiobook created especially for children.

Another aspect that stands out in the ROI analysis is UP how Tik Tok was shyly used by pharmaceutical companies with Cinfo as a pioneer, followed by Roche and Kern Pharma, among others. Cinfa uses it to generate content on tips, proper use of products, interesting facts, among others. On the other hand, Roche does this as a spokesperson for patients and their families, healthcare professionals and their own team dealing with educational topics, CSR or employer branding. The study highlights that the use of Tik Tok is still in its infancy for Spanish pharmaceutical companies.

In this way, “it’s time to move forward by giving strategic meaning to the communication policy of the pharmaceutical company and take advantage of all the potential that social networks can bring to your business. Treat them as allies. Not only because I spoke well of you. They are important because patients and consumers, the real protagonists, are present there, they need them and they demand them through them”, confirms the person responsible for that area.

public opinion

He “Pharmaceutical Observatory of Social Networks 2023: Analysis of TOP 25 Medicines in Spain” also has information on a survey of 300 people to find out how they perceive pharmaceutical companies’ communication on social channels. One of the conclusions of the survey is that only 25% of respondents follow a pharmaceutical company in their RRSS. Among the participants who consume pharmaceutical content, the majority do so on cosmetic products, self care and parapharmacies. Only 18% follow corporate accounts in the sector. It also manifests interest in obtaining health and pharmaceutical information through influential persons Mr Key opinion leaders.

The reliability of the messages was also analyzed, and it was concluded that, although 50% of the sample does not use social networks to search for pharmaceutical information, 20% go to social networks to answer questions or get information from the sector.

What is being said on social networks

Another highlight of the study is the social listening exercise, actively listening to more than 42,000 comments about pharmaceutical companies. This research concludes that Twitter is the most common channel for generating conversations on that topic. He sentiment it was found mostly negative in 41% of the total analyzed, neutral in 37% and positive in 22%. Novartis, Roche and Merck are the companies that the most sentiment They had a positive percentage of mentions, while Pfizer, Sanofi and Rovi were the ones with the highest sentiment they got negative.

Vaccines against COVID 19 were the main topic of discussion as Pfizer garnered 71% of social conversations during the analyzed period. The movements of companies on the stock market, the adverse effects of drugs or complaints and fines are other topics that cause a lot of conversation and negative feelings. Except, CSR events and actions, new research on pathologies or innovations in the sector are topics that evoke the most positive feelings in the audience.

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