{"id":19016,"date":"2022-04-21T09:13:26","date_gmt":"2022-04-21T07:13:26","guid":{"rendered":"https:\/\/buzz-esante.fr\/?p=19016"},"modified":"2022-04-27T09:08:12","modified_gmt":"2022-04-27T07:08:12","slug":"beyondthescore-bilan-du-1er-trimestre-2022-de-la-twittosphere-pharma","status":"publish","type":"post","link":"https:\/\/buzz-esante.fr\/beyondthescore-bilan-du-1er-trimestre-2022-de-la-twittosphere-pharma\/","title":{"rendered":"#BeyondTheScore : bilan du 1er trimestre 2022 de la twittosph\u00e8re Pharma"},"content":{"rendered":"<p><strong>Rendez-vous trimestriel lanc\u00e9 par Buzz E-sant\u00e9 et LauMa Communication, #BeyondTheScore est le premier barom\u00e8tre d\u00e9cryptant de mani\u00e8re quantitative et qualitative l\u2019activit\u00e9 des principales entreprises du m\u00e9dicament sur Twitter. D\u00e9couverte des r\u00e9sultats de ce 1er trimestre 2022.<\/strong><\/p>\n<p><img decoding=\"async\" data-attachment-id=\"19018\" data-permalink=\"https:\/\/buzz-esante.fr\/beyondthescore-bilan-du-1er-trimestre-2022-de-la-twittosphere-pharma\/btst12022\/\" data-orig-file=\"https:\/\/buzz-esante.fr\/wp-content\/uploads\/2022\/04\/BTST12022.png\" data-orig-size=\"1500,1030\" data-comments-opened=\"0\" data-image-meta=\"{&quot;aperture&quot;:&quot;0&quot;,&quot;credit&quot;:&quot;&quot;,&quot;camera&quot;:&quot;&quot;,&quot;caption&quot;:&quot;&quot;,&quot;created_timestamp&quot;:&quot;0&quot;,&quot;copyright&quot;:&quot;&quot;,&quot;focal_length&quot;:&quot;0&quot;,&quot;iso&quot;:&quot;0&quot;,&quot;shutter_speed&quot;:&quot;0&quot;,&quot;title&quot;:&quot;&quot;,&quot;orientation&quot;:&quot;0&quot;}\" data-image-title=\"BTST12022\" data-image-description=\"\" data-image-caption=\"\" data-medium-file=\"https:\/\/buzz-esante.fr\/wp-content\/uploads\/2022\/04\/BTST12022.png\" data-large-file=\"https:\/\/buzz-esante.fr\/wp-content\/uploads\/2022\/04\/BTST12022.png\" class=\"aligncenter size-large wp-image-19018\" src=\"https:\/\/buzz-esante.fr\/wp-content\/uploads\/2022\/04\/BTST12022.png\" alt=\"\" width=\"1024\" height=\"703\" srcset=\"https:\/\/buzz-esante.fr\/wp-content\/uploads\/2022\/04\/BTST12022.png 300w, https:\/\/buzz-esante.fr\/wp-content\/uploads\/2022\/04\/BTST12022.png 1024w, https:\/\/buzz-esante.fr\/wp-content\/uploads\/2022\/04\/BTST12022.png 768w, https:\/\/buzz-esante.fr\/wp-content\/uploads\/2022\/04\/BTST12022.png 1170w, https:\/\/buzz-esante.fr\/wp-content\/uploads\/2022\/04\/BTST12022.png 585w, https:\/\/buzz-esante.fr\/wp-content\/uploads\/2022\/04\/BTST12022.png 250w, https:\/\/buzz-esante.fr\/wp-content\/uploads\/2022\/04\/BTST12022.png 1500w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/p>\n<h2>Une \u00e9volution des positions<\/h2>\n<p>Concernant le nombre d&rsquo;abonn\u00e9s, un TOP 5 qui change pour la premi\u00e8re fois depuis la mise en place #BeyondTheScore, AbbVie France montant sur la 3e place du podium.<\/p>\n<h2><img decoding=\"async\" data-attachment-id=\"19019\" data-permalink=\"https:\/\/buzz-esante.fr\/beyondthescore-bilan-du-1er-trimestre-2022-de-la-twittosphere-pharma\/t12022-abonnes\/\" data-orig-file=\"https:\/\/buzz-esante.fr\/wp-content\/uploads\/2022\/04\/T12022-abonnes.png\" data-orig-size=\"769,717\" data-comments-opened=\"0\" data-image-meta=\"{&quot;aperture&quot;:&quot;0&quot;,&quot;credit&quot;:&quot;&quot;,&quot;camera&quot;:&quot;&quot;,&quot;caption&quot;:&quot;&quot;,&quot;created_timestamp&quot;:&quot;0&quot;,&quot;copyright&quot;:&quot;&quot;,&quot;focal_length&quot;:&quot;0&quot;,&quot;iso&quot;:&quot;0&quot;,&quot;shutter_speed&quot;:&quot;0&quot;,&quot;title&quot;:&quot;&quot;,&quot;orientation&quot;:&quot;0&quot;}\" data-image-title=\"T12022-abonnes\" data-image-description=\"\" data-image-caption=\"\" data-medium-file=\"https:\/\/buzz-esante.fr\/wp-content\/uploads\/2022\/04\/T12022-abonnes.png\" data-large-file=\"https:\/\/buzz-esante.fr\/wp-content\/uploads\/2022\/04\/T12022-abonnes.png\" class=\"aligncenter size-full wp-image-19019\" src=\"https:\/\/buzz-esante.fr\/wp-content\/uploads\/2022\/04\/T12022-abonnes.png\" alt=\"\" width=\"769\" height=\"717\" srcset=\"https:\/\/buzz-esante.fr\/wp-content\/uploads\/2022\/04\/T12022-abonnes.png 300w, https:\/\/buzz-esante.fr\/wp-content\/uploads\/2022\/04\/T12022-abonnes.png 585w, https:\/\/buzz-esante.fr\/wp-content\/uploads\/2022\/04\/T12022-abonnes.png 250w, https:\/\/buzz-esante.fr\/wp-content\/uploads\/2022\/04\/T12022-abonnes.png 769w\" sizes=\"(max-width: 769px) 100vw, 769px\" \/><\/h2>\n<p>En terme d&rsquo;activit\u00e9, le volume moyen mensuel de tweets &amp; retweets est en baisse par rapport au trimestre pr\u00e9c\u00e9dent pour atteindre le m\u00eame niveau qu&rsquo;au 3\u00e8me trimestre 2021. Avec 0,85 tweet ou retweet par compte et par jour en moyenne courant T1 2022 et une m\u00e9diane situ\u00e9e entre 0,76 et 0,71 tweet ou retweet quotidien, la pharma reste peu active\u2026<br \/>\nBiogaran, Sanofi et Pfizer constituent le podium des laboratoires les plus actifs.<\/p>\n<p>Sur les meilleurs tweets selon le taux d&rsquo;interaction, le 1er trimestre 2022 est marqu\u00e9 par la tr\u00e8s bonne place de MSD France qui grimpe en 3e position du podium malgr\u00e9 la taille relativement importante de son compte en nombre d\u2019abonn\u00e9s (6 436).<\/p>\n<p>Un taux d\u2019interactions moyen mensuel qui remonte fortement ce trimestre, 0,69 % versus 0,16 % lors du T4 2021, avec l\u2019arriv\u00e9e de @NovoNordsikFR. Un effet similaire \u00e0 celui connu lors du T1 2021 avec l\u2019arriv\u00e9e de @GSK_FR.<\/p>\n<p>Des \u00e9volutions aussi au niveau du social score avec un classement modifi\u00e9 par rapport au dernier trimestre :<\/p>\n<p><img decoding=\"async\" data-attachment-id=\"19020\" data-permalink=\"https:\/\/buzz-esante.fr\/beyondthescore-bilan-du-1er-trimestre-2022-de-la-twittosphere-pharma\/t12022-socialscore\/\" data-orig-file=\"https:\/\/buzz-esante.fr\/wp-content\/uploads\/2022\/04\/T12022-socialscore.png\" data-orig-size=\"711,789\" data-comments-opened=\"0\" data-image-meta=\"{&quot;aperture&quot;:&quot;0&quot;,&quot;credit&quot;:&quot;&quot;,&quot;camera&quot;:&quot;&quot;,&quot;caption&quot;:&quot;&quot;,&quot;created_timestamp&quot;:&quot;0&quot;,&quot;copyright&quot;:&quot;&quot;,&quot;focal_length&quot;:&quot;0&quot;,&quot;iso&quot;:&quot;0&quot;,&quot;shutter_speed&quot;:&quot;0&quot;,&quot;title&quot;:&quot;&quot;,&quot;orientation&quot;:&quot;0&quot;}\" data-image-title=\"T12022-socialscore\" data-image-description=\"\" data-image-caption=\"\" data-medium-file=\"https:\/\/buzz-esante.fr\/wp-content\/uploads\/2022\/04\/T12022-socialscore.png\" data-large-file=\"https:\/\/buzz-esante.fr\/wp-content\/uploads\/2022\/04\/T12022-socialscore.png\" class=\"aligncenter size-full wp-image-19020\" src=\"https:\/\/buzz-esante.fr\/wp-content\/uploads\/2022\/04\/T12022-socialscore.png\" alt=\"\" width=\"711\" height=\"789\" srcset=\"https:\/\/buzz-esante.fr\/wp-content\/uploads\/2022\/04\/T12022-socialscore.png 270w, https:\/\/buzz-esante.fr\/wp-content\/uploads\/2022\/04\/T12022-socialscore.png 585w, https:\/\/buzz-esante.fr\/wp-content\/uploads\/2022\/04\/T12022-socialscore.png 225w, https:\/\/buzz-esante.fr\/wp-content\/uploads\/2022\/04\/T12022-socialscore.png 711w\" sizes=\"(max-width: 711px) 100vw, 711px\" \/><\/p>\n<p>Pour rappel, le social score ou score d\u2019engagement\u00a0 est une note traduisant un score composite permettant de comparer un compte Twitter \u00e0 des comptes Twitter de taille approchante et reposant sur 4 crit\u00e8res :<\/p>\n<ul>\n<li>La moyenne de RT (40 % de la note)<\/li>\n<li>La moyenne des Likes (30 %)<\/li>\n<li>Le nombre de tweets natifs par semaine (20 %)<\/li>\n<li>Le ratio abonnement \/ abonn\u00e9s (10 %)<\/li>\n<\/ul>\n<h2>Des tendances marqu\u00e9es au cours de ce trimestre<\/h2>\n<p>La pr\u00e9vention et sensibilisation autour du cancer a \u00e9t\u00e9 tr\u00e8s pr\u00e9sente au cours de ce 1<sup>er<\/sup> trimestre notamment autour de la Journ\u00e9e Mondiale contre le Cancer et de Mars Bleu, mois de sensibilisation au cancer colorectal. Plusieurs laboratoires comme MSD, Amgen, Pierre Fabre, Pfizer ou Sanofi ont multipli\u00e9 les publications avec des prises de paroles de collaborateurs ou le lancement de campagnes d\u00e9di\u00e9es comme #MonHistoireAvecLeCancer (MSD), #AVivreOuvert (Sanofi) ou #Cestquoivotrestyle (Pierre Fabre).<\/p>\n<p>La Journ\u00e9e internationale des Maladies Rares a \u00e9galement \u00e9t\u00e9 l\u2019occasion pour plusieurs laboratoires de communiquer autour de ces pathologies dont l\u2019errance diagnostique est tr\u00e8s pr\u00e9sente.<\/p>\n<p>Pour sensibiliser le grand public et accompagner les patients dans la vie avec la maladie, plusieurs laboratoires donnent r\u00e9guli\u00e8rement la parole aux patients et aidants pour partager leur v\u00e9cu et exp\u00e9riences du quotidien.<\/p>\n<p>Le sujet de la diversit\u00e9 et de l\u2019\u00e9galit\u00e9 homme\/femme reste tr\u00e8s pr\u00e9sent dans les lignes \u00e9ditoriales au cours de ce 1<sup>er<\/sup> trimestre, marqu\u00e9 notamment par la Journ\u00e9e des Femmes en Science (11 f\u00e9vrier) et la Journ\u00e9e Internationale des droits des femmes (8 mars).<\/p>\n<p>La transformation digitale est amorc\u00e9e au sein des laboratoires avec le d\u00e9ploiement de projets ou de partenariats d\u2019open innovation. Des appels \u00e0 projets, programmes d\u2019innovation ou initiatives digitales ont aliment\u00e9 les lignes \u00e9ditoriales.<\/p>\n<hr \/>\n<div style=\"text-align:center\"><a href='https:\/\/mailchi.mp\/lauma-communication\/o513vnq274' class='pencisc-button pencisc-button__55843266 pencisc-align-center pencisc-large' target='_blank' style='color:#FFFFFF;'>T\u00e9l\u00e9charger le barom\u00e8tre T1 2022<\/a><\/div>\n<p>&nbsp;<\/p>\n<hr \/>\n<p>#BeyondTheScore est un barom\u00e8tre suivant mensuellement 10 grands indicateurs (plus leur d\u00e9clinaison) et leur moyenne ou scores trimestriels. Il int\u00e8gre \u00e9galement un suivi des principaux hashtags utilis\u00e9s par les laboratoires pharmaceutiques et un d\u00e9cryptage des tendances de contenus.<\/p>\n<p>Sa synth\u00e8se est mise \u00e0 disposition gratuitement\u00a0sur simple demande.\u00a0Des pr\u00e9sentations sp\u00e9cifiques, avec pr\u00e9sentation du classement int\u00e9gral et position exacte de chaque compte, peuvent \u00eatre r\u00e9alis\u00e9es sur demande.<\/p>\n<p>Rendez-vous en juillet 2022 pour les r\u00e9sultats du 2<sup>e\u00a0<\/sup>trimestre 2022 !<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Rendez-vous trimestriel lanc\u00e9 par Buzz E-sant\u00e9 et LauMa Communication, #BeyondTheScore est le premier barom\u00e8tre&hellip;<\/p>\n","protected":false},"author":2,"featured_media":19018,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_lmt_disableupdate":"","_lmt_disable":"","jetpack_post_was_ever_published":false,"footnotes":"","jetpack_publicize_message":"#BeyondTheScore : bilan du 1er trimestre 2022 de la twittosph\u00e8re Pharma","jetpack_publicize_feature_enabled":true,"jetpack_social_post_already_shared":true,"jetpack_social_options":{"image_generator_settings":{"template":"highway","enabled":false},"version":2}},"categories":[3419,2,6797,4041],"tags":[6905,946,1042,890,5,6904,59],"class_list":["post-19016","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-a-la-une","category-du-cote-des-labos","category-focus","category-laboratoires","tag-beyondthescore","tag-digital-pharma","tag-digital-sante","tag-medias-sociaux-sante","tag-pharma","tag-twitter-pharma","tag-web-sante"],"jetpack_publicize_connections":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v24.7 - 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