The study analyzed 190 channels , revealing a predominance of corporate and product profiles. The Social Listening exercise revealed a negative trend in the perception of the industry, although engagement has increased on certain channels.
Consumer and professional perception
75 % of professionals and 46% of consumers follow pharmaceutical company profiles on social media . In addition, more than 85% of consumers turn to social media to find information about medicines.
Emerging trends and the future of the sector
The study points to the rise in TikTok usage and the consolidation of podcasting as key digital tools. ROI UP Group seeks to provide a detailed insight into the changing social media landscape in the pharmaceutical industry, highlighting the importance of adapting to ever-evolving market demands.
The rise of TikTok and the consolidation of podcasting and influence marketing
The study carried out by ROI UP Group highlights the evident, albeit slow, evolution in the pharmaceutical industry's social channels since last year. It highlights how strategies on TikTok and Instagram are vietnam number data gaining greater relevance, with a greater role for influencer profiles and medical professionals to connect with the target audience.
According to Diego Jiménez , CEO of ROI UP Group, “ Through these Observatories, ROI UP Life Science aims to be a window to dissemination from the point of view of health marketing, focusing on professionals, but also on end consumers, who, after all, are the mirror of society. The meticulous study is very data-oriented, results-oriented, one of the main hallmarks of our agency, but it does not leave aside something that is imperative for us, interpretation, qualitative analysis .”
While podcasting was just another tool for some pharmaceutical companies twelve months ago, today it has become established as a digital product . Although some companies have stopped uploading episodes to their podcasts, others have continued to exploit this space for dissemination. Kern Pharma, Cinfa and Roche stand out, the latter also using clips on its TikTok channel.
Another aspect highlighted in the ROI UP analysis is how TikTok has established itself as the ultimate social network for users. Roche, Cinfa and Kern Pharma remain the only ones on the list that have their own channel on TikTok. This platform remains a very useful and versatile tool that can be exploited from any field, whether for patients and their families, healthcare professionals, CSR, employer branding or for a specific product.
The Up Life Science ROI Observatory not only provides answers to questions about an increasingly digitalised and demanding industry, but also highlights how social media can reflect the evolution and needs of one of the most influential industries in the world. Adapting to these emerging trends is crucial for pharmaceutical companies that want to stay relevant in an ever-changing digital environment.