ASCO 2012: Spinners & Winners

ASCO 2012 the biggest and most anticipated annual oncology congress WWW.forbes.com Who were the key players at ASCO? ASCO 'Hot' stories 'Hot' Language What were companies saying and how? Are social media channels important and influential? ASCO actively uses social media to connect with its members How the key ASCO trends were discussed Cancer ASCO 2012 What did we learn? A tonic invigorates, refreshes and restores whatever it touches. This spirit is the foundation of all that Tonic does. in both official and non-official spheres Twitter at ASCO A passing trend or a must do? Non- Official What products made the most impact at ASCO? Official Timing can help your news stand out The Twitter factor Roche, Novartis and Pfizer demonstrate a good tweet to re-tweet conversion rate showing that high numbers of followers help to spread a message Twitter activity helped TDM-1 and Zytiga to dominate overall media share of voice at ASCO, demonstrating the positive effect new media channels can have on media reach. TDM- 1 Zytiga Tweet Ups Top Tweeters - Out of the 27 press releases issued by the top 10 industry players at ASCO, there were clear similarities in language. Is herd mentality driving predictability? Did you know? On average, each company sent out ASCO related press releases 3 Measured by number of mentions Consider all communications channels to maximise media share of voice ASCO influencers No. of tweets, re-tweets, favourites Followers . Total number of online news articles, original articles and tweets per company (pre and during congress media coverage) Twitter played an increasing role in driving company share of voice during ASCO Zytiga (J&J) news dominated the start of ASCO when all other companies were quiet Nearly 1,000 active drug programmes currently exist against a range of key cancer targets Cancer is a highly crowded and competitive market T-DM1 (Roche), dabrafenib & trametinib (GSK) and regorafenib (Bayer/Onyx) all competed for media share of voice on the same day Twitter activity for the top 10 drugs at ASCO Top 10 ASCO players by media share of voice Roche dominated the media share of voice at ASCO followed by GSK and J&J A mix of people and professions sharing ASCO news with a combined following of 496,890 people. Genentech Only one of the top 10 industry players at ASCO portrays a human side in their twitter profile picture Types and proportion of tweets issued during ASCO from Boehringer Ingelheim's corporate twitter feed * No twitter profile exists for Celgene BI Top 10 tumour types by media share of voice Melanoma, lung, breast and prostate cancer dominated the ASCO media agenda Total number of online news articles, original articles and tweets per product (pre and during congress media coverage