In partnership with Ogilvy Healthworld, our teams Convosphere analysed the social media activity over ASCO 2018 from pharma, HCPs, experts and health organisations, and our partners Ogilvy Healthworld created the digital strategy to inform future engagement. To find out more from our findings, email info@convosphere.com

1. SOCIAL MEDIA
@ EASD 2018

2. EASD ANNUAL MEETING 2018
15,668 Total Tweets around
EASD 2018 (1-5 October, 2018)
54 Million Potential Impressions
4,283 Unique Authors
9.9 Mil 11 Mil 13 Mil 14 Mil
6.7 Mil
3,187
3,851
3,720
2,969
1,941
October 1 October 2 October 3 October 4 October 5
Tweets per Day
Potential Reach per Day
We analyzed Twitter coverage of EASD 2018

3. TWITTER COVERAGE YEAR ON YEAR
2015 2016 2017
9,243
13,391
14,512
15,668
2018
Increase in volume of conversation over the years

4. Note: Time frame considered: 1st – 5th October, 2018
HCP SHARE OF CONVERSATIONS
27%
38% 35%
40%
2015 2016 2017 2018
HCPs make up 40% of the Twitter users talking about EASD

5. Note: Time frame considered: 1st – 5th October, 2018
KEY STAKEHOLDER GROUPS
Patients, advocating diabetes care and management, shared
conference updates

6. TOP AUTHORS AND MENTIONS
1,100
@EASDnews
480
@sediabetes
@redGDPS
@estebanjodar
480 410 400
@cristinatejerap
The top handles were of nonprofit organizations
Note: Time frame considered: 1st – 5th October, 2018
390 390
250
220 210
@sociedadSEEN
@drtinahones
@dr_kevinlee
@cristobmorales
@Novonordisk

7. TOP ENGAGING CONTENT
Note: Time frame considered: 1st – 5th October, 2018

8. HARMONY
KEY TRIAL MENTIONS
Top two trials were based on accessing CV safety in T2D
patients
444
GSK and DCRI
CARMELINA
287
Boehringer Ingelheim
and Eli Lilly
RISE
273
NIH’s NIDDK
CANVAS
37
Janssen Research
& Development
EXSCEL
36
AstraZeneca
Note: Time frame considered: 1st – 5th October, 2018
Trial name:
Sponsored by:

9. Note: Time frame considered: 1st – 5th October, 2018
KEY HASHTAGS
910
13,000
EASD AWARENESS
330 370 380 410
510
3,200
DISEASE AWARENESS
Disease awareness hashtags were frequently used by those
talking about EASD

10. Addition of key topics is more than 100% due to categorization of individual posts into multiple topics.
Note: Time frame considered: 1st – 5th October, 2018
KEY TOPICS OF DISCUSSION BY HCPS
Various research & trials on diabetes, was the most frequently
discussed topic
Disease
Presentations/Sessions
Treatment
Research & Trials
48%
8%
40%
36%
24%
Comorbidities

11. TOP PHARMA COMPANIES MENTIONED
Total mentions of the Pharma companies- @mentions, #Mentions and general mentions of the brand name.
874
574
410
135
270
104

12. ConvoScore is a weighted Twitter channel performance score, based on overall engagement on Twitter
and engagement being driven by Pharma Company Twitter handles at EASD 2018
50% 50%
Assigned weight on Overall Twitter
Performance:
Assigned weight on EASD 2018
Engagement:
Overall Twitter Performance
Twitter Posts Follower Reach
EASD 2018 Engagement
Posts around
EASD ‘18
Engagement on Posts
around EASD ’18
ConvoScore, is calculated by generating ratings based on key Twitter engagement and reach parameters which
is further rationalized to form a score between 20 to 100 with 100 being the most desirable score.
WE USED CONVOSCORE TO MEASURE
PHARMA COMPANY SOCIAL ENGAGEMENT

13. 90 80
70 60
ConvoScore is based on overall engagement on Twitter and performance of posts around EASD 2018
TOP PHARMA COMPANIES RANKED AS
PER CONVOSCORE

14. COMPARATIVE VIEW OF PHARMA
COMPANIES
Company Twitter Followers Total Tweets Total Posts on EASD Engagement ConvoScore
324,672 27,101 98 542 90
58,126 31,125 66 514 80
128,422 27,362 45 355 70
144,346 19,342 46 104 60
149,503 8,514 21 38 45
26,400 10,083 12 41 30

15. Note: Time frame considered: 1st – 5th October, 2018
@NovoNordiskLive
@teamnovonordisk
@NovoNordiskITA
@novonordisk
FOLLOWERS TOTALTWEETS
324.6K 27.1K
NovoNordisk’s global handle (@NovoNordiskLive), which tweets about events, had posted the maximum number of posts during the
conference period. Most of the posts were aimed to generate awareness around diabetes and its management. It also shared details of
their sessions in the conference and encouraged people to register for 5K@EASD run.
TOTAL POSTS
98
ENGAGEMENT
542
HASHTAGS USED
##EASD2018, #5KEASD, #diabetes, #DiabetesAwareness,
#Cardiovascular, #Disability, #ChangingDiabetes,
#DiabetesHeartTalk, #hypos, #Typ1Diabetes,
#RacingWithDiabetes, #obesity, #CVD
ConvoScore: 90
PHARMA COMPANIES

16. Note: Time frame considered: 1st – 5th October, 2018
@MSDInvents
@msd_es
@MSD_Switzerland
@MSD_Deutschland
@msdsalute
FOLLOWERS TOTALTWEETS
58.1K 31.1K
Several handles of MSD tweeted during the conference period. Posts were aimed at generating awareness on diabetes and were on facts
& figures related to the condition, disease management and quizzes, urging people to participate. It also posted about its sessions in the
conference, discussing latest developments in diabetes.
TOTAL POSTS
66
ENGAGEMENT
514
HASHTAGS USED
##EASD2018, #DT2, #LaGlicataInnanzitutto, #FocusonA1C,
#Diabetes, #DYK, #type1diabetes, #T2D, #T1D,
#DiabetesImFokus, #LaGlicataInnanzitutto, #DirectoMSD,
#T2DFirstThingsFirst, #5KatEASD
ConvoScore: 80
@MSDSverige
@MSDFinland
@MSD_Slovenia
@MSDGreece
PHARMA COMPANIES

17. PHARMA COMPANIES
Note: Time frame considered: 1st – 5th October, 2018
@sanofiDE
@SanofiDCV
@Sanofi
@SanofiPolska
@SanofiCanada
FOLLOWERS TOTALTWEETS
128.4K 13.3K
Most of the posts were by Sanofi Diabetes and Cardiovascular Global Business Unit (@SanofiDCV) handle. Posts were aimed to spread
awareness around diabetes. Sanofi also urged people to check out their sessions on various topics related to diabetes, by their experts in
EASD.
TOTAL POSTS
45
ENGAGEMENT
355
HASHTAGS USED
##EASD2018, #diabetesawarenes, #Hypoglycemia, #diabetes
#hypos, #BeAware, #Sanofi’s, #cardiovascular, #bloodsugar,
#bloodglucose, #bloodsugarcontrol, #T1D, #medical,
#type2diabetes, #DYK
ConvoScore: 70

18. Note: Time frame considered: 1st – 5th October, 2018
@Boehringer
@BoehringerSA
@boehringerus
FOLLOWERS TOTALTWEETS
144.3K 19.3K
Most of the posts during the conference period were by the handle @Boehringer. Posts focused on raising awareness - primarily around
CV risks in diabetes. It also posted around diabetes care, collaboration with HCPs, various sessions by HCPs, results of its CARMELINA
trial, which is in partnership with Eli Lilly, sessions and panel discussions during the conference. Most of its posts were questions on
importance of CV risk in diabetes.
TOTAL POSTS
46
ENGAGEMENT
104
HASHTAGS USED
##EASD2018, #HCPs, #T2D, #CVDinT2D, #RWEmpa,
#CVOT, #PRESS, #Type1Diabetes, #Unity,
#collaboration, #diabetes, #clinicaltrials, #SGLT2, #T2D
PHARMA COMPANIES
ConvoScore: 60

19. Note: Time frame considered: 1st – 5th October, 2018
@AstraZeneca
@AstraZenecaCA
FOLLOWERS TOTALTWEETS
149.5K 8.5K
Posted to raise awareness around diabetes and risks of heart failure and kidney disease in diabetic patients. Shared details of speakers
and presentation topics.
TOTAL POSTS
21
ENGAGEMENT
38
HASHTAGS USED
##EASD2018, #heartfailure, #CKD, #CaReMe,
#diabetes, #cardiovascular, #renal, #metabolism, #T2D
PHARMA COMPANIES
ConvoScore: 45

20. Note: Time frame considered: 1st – 5th October, 2018
@LillyPadEU
@LillyDiabetes
FOLLOWERS TOTALTWEETS
26.4K 10K
Posts focused on developing new and innovative medicines which could help improve health outcomes for diabetes patients. Posts
emphasized on the need for a collaborative approach to improve diabetes care. It also mentioned of CV risks in diabetes and the results of
its trials.
TOTAL POSTS
12
ENGAGEMENT
41
HASHTAGS USED
##EASD2018, #WeWontRest, #diabetes,
#CVD, #T2D
PHARMA COMPANIES
ConvoScore: 30

21. WHAT HAVE WE LEARNT?
Volume of Twitter
coverage at ASCO
has significantly
increased over the
past 3 years but
reduced slightly
since 2017
(93,569 in 2017 vs
90,309 in 2018)
HCPs had the
largest share of
conversation on
social media and
pharma only had
5% of
conversation share
The most engaged
with content
contained news-
worthy information
and very detailed
images
Although Amgen
was the most
mentioned pharma
company, Roche
was the top
company in terms
of engagement
Not updated

22. WHAT SHOULD PHARMA DO?
1.Control
content
pollution at
congress
Not updated

23. WHAT SHOULD PHARMA DO?
2.Understand
what content
types and
formats the
audience
wants
Not updated

24. WHAT SHOULD PHARMA DO?
3.Stay on top
of the latest
trends and
developments
in social
media
Not updated

25. CHLOE PARTIKAS
Social Director
Ogilvy Healthworld
REBECCA CANVIN
Director of Social Media
Ogilvy Healthworld
JACKIE CUYVERS
Chief Executive Officer
Convosphere
RICK EVANS
Senior Digital Strategist
Ogilvy Healthworld
info@convosphere.com
thesocialcheckup@ogilvy.com
CONTACT US
To find out more & discover
how our experts can enhance
social activity at congress
Convosphere: +44 (0)20 3858 0235
Ogilvy Healthworld: +44 (0)7770 331 436
Not updated