New Research From Unmetric Uncovers Pharmaceutical Industry Social Media Trends

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Nutrition, healthcare, and disease awareness were popular topics pharma brands talked about on social media in 2016

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Unmetric, the leading brand-focused social media intelligence company, today released new research that shows how 16 major pharmaceutical brands have embraced social media and the trends that have emerged in the industry.

The companies analyzed in Unmetric’s report across Facebook, Twitter, Instagram, LinkedIn and Pinterest include: Abbott, Abbvie, Allergan, AstraZeneca, Bayer, Boehringer Ingelheim, Bristol-Meyers Squibb, Lilly, Johnson&Johnson, gsk, Merck, Novatris, novo nordisk, Pfizer, Roche, and Sanofi. The insights from the report were the resulted from analysis of 105 brand profiles, 200,000 pieces of content, and 15 million interactions.

Unmetric Discover, a searchable database of over 500,000,000 pieces of brand content, surfaced the most popular topics that pharma brands talked about on social media in 2016 including nutrition (95,500 posts, tweets and pins), healthcare (113,000 posts, tweets and pins), and disease awareness (11,700 posts, tweets and pins). For example, MerckEngage’s community portal had the most shared piece of content in 2016 related to disease awareness with a post about breast cancer awareness month. The post, which was not promoted, received 3,212 shares, making its success organic.

Other Key Trends Include:

  • Pharmaceutical companies are producing less content. Across social networks, pharmaceutical companies have been publishing less social media content with a 36% drop in the amount of public content published from 2014 - 2016.
  • Video content is on the rise. Videos now account for 16% of all content published by pharmaceutical companies on Facebook. Total videos published by pharmaceutical companies of Facebook rose 70% from 2014 - 2016.
  • Facebook engagement is on the rise. Though the volume of public content published by pharmaceutical companies has fallen year-on-year, the average interactions per post increased 115% from 2013 - 2016.
  • Companies reply to fewer tweets than ever. Pharmaceutical companies are more reluctant to get involved in conversations on Twitter with a 128% drop in replies from 2014 - 2016. The largest decline came from OTC brand handles.

The full report with additional data and insights is available online here.

About Unmetric
Unmetric, the leading brand-focused social media intelligence company, helps digital marketers, social media analysts, and content strategists harness social signals to track and analyze competitive content and campaigns, and to create better content and campaigns of their own. Unmetric is trusted by American Airlines, The Chicago Bulls, Tiffany & Co., General Motors, GroupM, Ogilvy and hundreds of other global brands and digital agencies for real-time insights from the owned channels of over 100,000 brands across more than 30 sectors on all the major social networks including Twitter, Facebook, YouTube, and Instagram. The company was founded in 2011 and is headquartered in New York City with offices in Chennai, India and the U.S. For more information, visit

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Peter Moran
Indicate Media
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