With the PRNEWS Top Women in Healthcare Communications awards luncheon approaching (July 16, The Yale Club, NYC), we asked partner Shareablee to provide exclusive data about the most active health insurance and pharma brands on social from Jan. 1, 2019 through the end of April.
The overall takeaway appears to be that consumers are more judicious with their social media time. In addition, there’s more content to choose from, reducing time spent and engagement.
As you can see, UnitedHealthcare (UHC) dominated insurers. Though its audience was almost three times the size of UHC’s, Cignawas a distant second to its rival. Cigna posted 430 pieces of content to UHC’s 114. The difference, of course, was the consumer response to UHC’s content. Total actions are defined as the sum of consumer likes, comments, shares and retweets.
Health insurers overall saw consumer engagement decline 42 percent vs the same time period in 2018, Shareablee’s marketing director Herman Chen says. Content posted also fell, 11 percent year over year. On the plus side, the sector’s Twitter engagement tripled. There’s good and bad news on video. Year over year, video content posted rose 59 percent. Yet engagement with those videos fell 45 percent vs the same time period in 2018, Chen says.
Pharmaceuticals: A Tighter Race
Pharma produced a much tighter race, with Sandoz not too far ahead of CVS Pharmacy, and Novartis, Merck, Abbott and GSK bunched together.
Pharma brands also were hit hard. Year over year engagement was off 62 percent, though the amount of content posted rose 26 percent, Chen says. Similar to insurers, pharma posted more video (up 204 percent), but consumer engagement with those vids declined 38 percent.
Leader Sandoz has a good story, though. Engagement jumped 2,500 percent with just a 17 percent rise in content posted. Video engagement grew an enormous 12,000 percent. Posts about its digital contest, #SandozHACk, led the way.
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