Rank in 2013: 2nd
Community Size: 9th
Boehringer Ingelheim landed at the top of Ogilvy's list again, this time taking over the No. 1 spot, despite its sporting a smaller-than-average community. That was especially true on Twitter, Ogivly noted, proving that a small group of loyal re-tweeters can be more powerful than a larger, less-engaged audience.
Boehringer's social strategy is led by two young millennial women--Patricia Alves and Jaclyn Fonteyne--with strong backing up the corporate chain. Both women began working at Boehringer in 2013, the same year the drugmaker began hosting tweetchats with specific topics and hashtags, including #COPDchat and #ChatAFib. The team created a playbook for the tweetchats; it's proprietary, but they published a white paper detailing much of the strategy, along with lessons learned along the way. The chats gained significant first-mover media attention--including a selected case study by Twitter itself, highlighting it as good business practice--and helped the team win a slew of awards for innovation.
Boehringer's overall social efforts are broad and engaged: It is active on 8 out of the 10 social networks, and Ogilvy rated the company "well-connected" on 7 of them, meaning the networks are featured on Boehringer's home page, and they are cross-linked with one another. Boehringer is exceptionally active on Pinterest (27 boards), Vine (714 followers) and Instagram (921 followers), possibly reflecting the Millennial bent of its chief strategists.
Boehringer Ingelheim unloads vet plant in Iowa to contract manufacturer
Boehringer gets respiratory boost with batch of Spiolto nods in EU
Boehringer charges ahead with sale of U.S. generics biz with bids from Hikma, Mallinckrodt
Can Boehringer's Stiolto beat the plague of payer arm-twisting on respiratory meds?
Boehringer faces uphill battle for Stiolto, thanks to payer arm-twisting