Social media radar. Life science industry.
Who are the leaders in social media?
Merkle tested 14 companies
Whether chemistry, pharmaceuticals or medical technology – the life science industry offers exciting stories. We have investigated how corporations use social media channels and which brands perform best. The companies evaluated were:
- Pharmaceutical industry: Boehringer Ingelheim, Grünenthal, Merck and Stada Pharmaceuticals
- Chemical industry: BASF, Bayer, Covestro, Henkel and Linde
- Medical Technology: B. Braun, Drägerwerk, Fresenius Medical Care, Paul Hartmann and Siemens Healthineers
Chemical companies are leading
Chemical companies emerge as the leaders of our analysis, closely followed by companies from the medical technology and pharmaceutical industries.
However, all the companies surveyed only performed averagely across all sectors. Currently, representatives of the pharmaceutical companies with the highest sales are very rarely or not at all to be found on the usual social media channels.
In regards to the searchability of company profiles, the micro-blogger service Twitter is considered the most relevant channel for the life science industry, followed by the video platform YouTube and the big player Facebook. The performance on Instagram leaves great room for improvement: Very few companies are active here.
