how pharma is using pinterest
DESCRIPTION
Although Pinterest does not list a category for health or health care, there are plenty of users with pinboards and pins attributed to health care. Overall, there are a surprising number of pins associated to a large number of disease states.TRANSCRIPT
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HOW PHARMAIS USING
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PINTEREST IS HUGE!It has become one of the top 10 largest social network services1 with 11.7 million unique users2.
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IF YOU HAVEN’T HEARDPinterest is a virtual pinboard that lets you pin things you find interesting on the web.
Users can browse pinboards created by other users to repin, like, and comment on their pins.
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WHAT’S BEING PINNED ON PINTEREST?Hint: It sounds like mittens.
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ALL KIDDING ASIDEThere are pins on just about everything.
So rather than looking at pins we're interested in, let's look at the numbers.
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TOP 5 PINBOARD CATEGORIES1
• Any pin must be assigned to a user's pinboard. Each pinboard must be associated to a category offered by Pinterest.
• The following are the top five used categories.
NOTEWORTHY:• Of these, food is the fastest-growing
category and receives the most reins.
1RJ Metrics in February 2012
Per
cent
age
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TOP 5 PIN SOURCES1
• Since pins are generated from any online source, it's of interest to see what sources are generating the most pins
NOTEWORTHY:• Etsy, a social commerce website
focused on handmade or vintage items, offers content that fit the top three pinboard categories.
• Where as Google links point to Google Image Search, which is technically misattributed content from other 3rd party domains.
1RJ Metrics in February 2012
Per
cent
age
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HEALTHCARE PINSThere’s a pin for just about every disease state.
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EVEN WITHOUT A CATEGORY• Although Pinterest
does not list a category for health or healthcare, there are plenty of users with pinboards and pins attributed to health care.
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BREAST CANCERSearching for breast cancer may return pins that are:
•Inspirational•Informative•Supportive
NOTEWORTHY:•The large number of pins within this search may be a result of the overwhelming number of female users. Depending on the source, female users could range from 58% to 97% of all Pinterest users.
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DIABETESSearching for diabetes may return pins on:
•Recipes•Literature•Devices
NOTEWORTHY:•With diet playing such a large role in a diabetic’s life, it’s no surprise that these users are pinning recipes within the fastest-growing category, food.
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HEALTHCARESearching for healthcare may return pins on:
•Healthcare reform•Productrecommendations
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PHARMA PINSIt’s true. Pharma is on Pinterest.
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PHARMA• In April, Bayer joined Pinterest
to share images and information about its activities in the US, as reported by PMLive1.
• While Novo Nordisk "depinned" (deleted) everything on its Pinterest boards, as reported by Pharma Guy2.
1 http://www.pmlive.com/digital_intelligence_blog/archive/2012/apr_2013/bayer_starts_using_pinterest2 http://pharmamkting.blogspot.com/2012/04/pharma-pinterest-update-bayer-us-pins.html
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BAYERBayer has created pinboards for:
•Bayer's Business•#Sustainabilty•#Innovation•#STEM Forum – April 18, 2012NOTEWORTHY:•Within their pinboard "Bayer's Business" they have pinned food items to discuss diabetes care, as well as, discuss their subsidiary working in crop science. Pins like this help to spur a conversation about their brand by including them in the fastest-growing category, food.
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PHARMA MARKETERS• In addition to Pharma, the
Pharma marketing community is also active on Pinterest.
• A search for Pharma will return pins from users like Pharma Guy, L2 Think Tank, and Paul Tunnah to name a few.
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PINBOARDS BY MARKETERSPharma marketers have created pinboards for:
•Pharma Marketing News•Pharma•Patient Perspectives
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CONVERSATIONS BY MARKETERSPharma marketers are also having conversations with Pharma, such as this conversation between Pharma Guy and Bayer.
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