Social Check-up: the top 20 pharma companies on social media

It’s no longer the sole goal of social marketers to cultivate the brand with the biggest following; increasingly, the provision of quality content is taking precedence. Yet how the content translates into user engagement, in the form of retweets, likes and shares, is what will ultimately determine the channel’s success. For this edition of the Social Check-up, we tracked the global corporate social media activity of the top 20 pharma companies over the first half of 2016. By partnering with Ogilvy Healthworld, we explored how the industry is creating and using content, and whether the companies are really succeeding in engaging their audiences.