Rank in 2013: 6th
Community Size: 3rd
Another growing social media connectivity master, Novartis ($NVS) climbed in Ogilvy's rankings with high scores across all the connected categories. With one of the bigger audiences in the industry, Novartis would seem to have an advantage, but Ogilvy's weighted system means even big audiences need to be active to count for engagement and virality.
Novartis is most active on Twitter and Facebook, including posting YouTube videos that include scientists sharing views, executives talking about financial results and patients discussing their conditions. Novartis often singles out on its social media one of the more than 40 rare diseases its scientists are working on. In the past year that has included the hormonal disease acromegaly, genetic tumor disease TSC (tuberous sclerosis complex), and blood cancer polycythemia vera, with patient views and stories on each.
Novartis uses different Twitter tactics to engage consumers there, including twitterviews, or interviews conducted on Twitter, such as interviewing the Women Heart organization on heart failure at #HFtwitterview. It's also done several tweetchats including one hashtagged #MYDCchat (Make Your Dialogue Count) encouraging advanced breast cancer patients to make conversations with their doctors count, and another on diabetes hashtagged #Time2DoMore. Time 2 Do More is the name of the marketing program to support Type 2 diabetes patients that also includes YouTube videos, custom surveys and a web-distributed infographic.
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