What are the favourite health brands of the French? This is a difficult question to answer because patients and clients have an ambivalent relationship with the drugs, care and health products they use. However, several studies have been carried out that allow us to consider medical and pharmaceutical companies according to their engagement on social networks and from the point of view of their employees.
Sanofi, Pfizer and Roche: opinion leaderships
Communications agency Ultramedia publishes the 3rd edition of its 2019 health brand barometer. She collected millions of data from the web and social networks of seven pharmaceutical groups. This data was analyzed through eight indicators that count the weight of the communities and their commitments. These figures are used to give the brand a score based on their power of authority over their audiences and opinion leadership.
On the podium, the following pharmaceutical companies stand out:
- Sanofi, with a score of 86 out of 100. With more than 24,000 followers on Twitter, the company is far ahead of the others and its community continues to grow (+6% at the time of the study). It generates many interactions (4 times more on Twitter than its competitors) and also has a higher engagement rate (0.05%). Sanofi is a frequent speaker, which involves many mentions (about 15,000). The pharmaceutical giant also has a very good referencing on the web.
- Pfizer, with 73 out of 100. Pfizer France is third in terms of number of followers on Twitter with more than 8,000 followers. Between 2019 and 2018, the community grew by 25%. Her audience and mentions are the best balanced and she has the highest mention record.
- Roche, 70 out of 100. The company is second in followers and new follower growth. The company has a lower than average number of mentions (4804) due to a lower production of content. However, it has an average commitment of 0.04%.
Employees’ favourite brands
Capital reveals the 2020 ranking of the companies preferred by employees in partnership with Statista. This portal, based in Germany, provides statistics and figures that are always useful for business strategies.
Sanofi, first since 2015, is dethroned in 2019. Its new CEO has presented his recovery plan, which does not seem to have convinced all employees. Two questions were asked online to 20,000 employees of companies with more than 500 employees:
- “On a scale of 0 to 10, how well would you recommend your employer to an acquaintance or family member?”
- “Based on everything you know about the following employers in your industry, would you recommend them to an acquaintance or family member?”
With the weighted results, an average was calculated to provide a score out of ten for each health brand. Here are the Top 5 companies preferred by employees in the health and pharmaceutical sector:
- Roche
- EssilorLuxottica
- Sanofi
- Pierre Fabr
- Groupe URGO
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