44 Pharma Facebook Covers; Global and Canada

At the bottom of this post, you will find screenshots of 44 page Facebook covers from either global pharmaceutical organizations or pharma companies in Canada.  The screenshots were taken in June 2018, and a few of them have already been updated as of early July 2018.  The pharmaceutical Facebook covers are in alphabetical order of the pharma company’s name.

Pharmaceutical companies on Facebook

Pharma companies are increasingly communicating and sharing on social media, including Facebook.  Although there are some Canadian pharmaceutical subsidiaries that manage their own social media profiles, the majority still rely on their global headquarters to do the communications.

Most of the pharmaceutical Facebook pages that I have seen focus either on non-branded corporate activities, careers within the organization, news about their research or events that are hosted by either themselves or a related medical association.

Pharmaceutical Facebook Page Covers

Pharmaceutical companies on Facebook have the opportunity to visually highlight their page’s objective with their Facebook cover image, slide show or video.  They can also change their Facebook cover page image anytime.

The majority of the pharmaceutical Facebook covers that I found consist of still images, with a couple showcasing videos, a .gif file, or a slideshow. Their call-to-action buttons vary from ‘Learn more’, ‘Watch video’, ‘Contact us’, ‘Call us’, to ‘Sign up’.

Many of these pharma Facebook page covers depict happy people while others show happy or serious scientific researchers. They are well done and pleasing to the eye, but they really don’t differentiate themselves from one another.

Pharmaceutical Facebook Page Covers That Stand Out 

A few of the covers are innovative and self-explanatory such as the Allergan eye image, the Abbvie ‘gives back’ images,  and the Novo Nordisk‘s compilation of old photos including that of an old insulin bottle to celebrate their 95th year in diabetes research.  The cover by Pfizer global is a video which captures one’s attention as it presents its employees as regular people with personal lives and then show them dedicated to a common goal as Pfizer colleagues.

Most of the pharma Facebook covers don’t have any messages on them, but a few highlight their specialty, making it absolutely clear what they are all about, in particular the Leo Pharma, Novartis Cancer and Novo Nordisk covers.

Take a look and let us know what you think.

 

Abbott:

The 1st image of the Abbott Facebook page cover was taken in June 2018 whereas the 2nd image was taken in early July 2018. An image of the July 2018 Abbott Facebook page cover taken from a mobile device is also included to show you how the covers look differently depending on the platform that the visitor is using.

FB cover - Abbott

FB cover - Abbott - 2017 07

 

Below is what the Abbott Facebook page cover looks like on a mobile device.  Notice that the image size on mobile is not in the same ratio as it is on desktop.  You tend to lose a bit of the left side of the image on mobile, so whenever possible, give more weight to the right side of your image and leave a little space on the left so that you don’t lose part of your image or text as Abbott did on mobile.

Screenshot_2018-07-07-10-00-49.png

 

Abbvie Careers:

The 1st image of the Abbvie Careers Facebook page cover was taken in June 2018 whereas the 2nd image was taken in early July 2018.

FB cover - Abbvie careers

FB cover - Abbvie Careers - 2017 07

 

Abbvie Global:

The 1st image of the Abbvie Global Facebook page cover was taken in June 2018 whereas the 2nd image was taken in early July 2018.

FB cover - Abbvie

FB cover - Abbvie - 2017 07.png

 

Alcon:

FB cover - Alcon

 

Allergan:

FB cover - Allergan

 

Apotex:

This is an interesting situation.  The Apotex Facebook page was created on June 16, 2015.  Posts were published on this page until July 2, 2015.  Usually, I would assume that the page was started by a person or group that wants to discuss Apotex or its brand. This happens all the time and it is usually by people who are quite passionate about their stance on the company or brand, either positive or negative. However, if you look at some of the posts on the Apotex Facebook page, they appear to come from either the corporation itself or a representing agency.  Consumers do not typically write posts in this manner.

Obviously, the page has been abandoned. If Apotex did have anything to do with this page, they may want to consider making it invisible to the public or deleting it completely.

FB cover - Apotex - now defunct page - looks official

 

Astellas:

FB cover - Astellas

 

Bausch & Lomb (changed from Bausch & Lomb Canada in 2015):

 

 

 

Bayer:

FB cover - Bayer

 

Biogen:

FB cover - Biogen

 

Bristol-Myers Squibb:

FB cover - BMS

 

Celgene:

FB cover - Celgee

 

Eli Lilly:

FB cover - Eli Lilly

 

Genentech:

FB cover - Genentech

 

Gilead Sciences:

FB cover - Gilead Sciences

 

GSK:

The 1st image of the GSK Facebook page cover was taken in June 2018 whereas the video below it was taken in early July 2018.

FB cover - GSK

 

Ipsen:

FB cover - Ipsen

 

Johnson & Johnson Careers:

FB cover - J&J careers

 

Johnson & Johnson:

The Johnson & Johnson Facebook cover page is actually a .gif file where all you can see moving is the baby rattle.  The rest of the image remains still.

FB cover - J&J

 

Leo Pharma Canada:

FB cover - Leo Pharma Canada

 

Leo Pharma:

By including a clear and simple message on their Facebook cover page, Leo Pharma lets their visitors know exactly what their company is all about.  As far as I can tell, this is well within Canadian direct-to-consumer advertising regulations as well since none of the posts that I reviewed include information about a specific product.  Remember that in Canada, we can only promote product name, price and quantity to consumers.  Combining a product name with an indication goes against the guidelines.  The posts on Leo Pharma’s Facebook page focus on corporate activities and partnerships with investors.  Well done, Leo Pharma!

FB cover - Leo Pharma

 

Merck Careers:

FB cover - Merck careers

 

Merck for Mothers:

FB cover - Merck for Mothers

 

Merck:

FB cover - Merck

 

Novartis Cancer:

FB cover - Novartis Cancer

 

Novartis:

FB cover - Novartis

 

Novo Nordisk Canada:

FB cover - Novo Nordisk Canada - no posts just ads

 

Novo Nordisk:

FB cover - Novo Nordisk

 

Pfizer Canada:

FB cover - Pfizer Canada

 

Pfizer:

The Pfizer Facebook page cover is worth watching.  The message is clear that all of their employees are different, have their own unique personal lives, but when they go to work, they are all dedicated to one common goal.  Their ads (targeted to the U.S. audience) support this message as well.

 

 

 

Pharmascience:

FB cover - Pharmascience - Cdn page

 

Regeneron:

FB cover - Regeneron

 

Roche Careers:

The image and message on the Roche Careers Facebook page cover are well crafted to attract potential team players.

FB cover - Roche careers

 

Sandoz Global, A Novartis Division:

FB cover - Sandoz - 2017 07

 

Sanofi:

FB cover - Sanofi France - no posts

 

Sanofi US:

FB cover - Sanofi US

 

Sanofi Genzyme:

FB cover - Sanofi Genzyme - 2017 07

 

Sanofi Pasteur Centenary:

There are not many posts on this page, but the concept of celebrating their centenary on Facebook is fun.

FB cover - Sanofi Pasteur Centenary.png

 

Solvay:

FB cover - Solvay

 

Takeda:

FB cover - Takeda Oncology

 

I plan on updating this blog post from time to time.  Are there other Facebook page covers that you would like to see added to this list?

Social Media Page View Shares; Canada Compared to U.S. and Global

Here are the page view shares per key social media site for June 2018 for Canada, United States and global, comparing all platforms (mobile + desktop + tablet) vs. just mobile.

Statcounter - June 2018 page view shares - Canada US Global

Social media page view shares, June 2018.  Source: StatCounter

If you are more of the visual type, the following chart might be more helpful for you.  Note that due to lack of space, I did not include all the labels in the chart below.

Statcounter - June 2018 page view shares - Canada US Global - view 2

Source: Statcounter

It appears to be safe to say that the drop in page view share for Facebook is levelling off in Canada.  The drop in Facebook page view shares is still on a slight decline in the United States, but it appears as though it will level off very soon.  As for global, it is still on a moderate decline.  Note that the world as a whole did not experience the sharp decline that both Canada and the United States suffered right after the Cambridge Analytica scandal.

Below, you can see the progression of social media page view shares for Canada from July 2017 to June 2018.  The first chart consists of all platforms (desktop, mobile, tablets) whereas the second chart looks at only mobile data.

Despite the huge drop in Facebook page view share, it is still a giant compared to all other social networks.  Now is not the time to stop considering Facebook as a potential medium for reaching your clients, especially if you are targeting consumers or patients.  Healthcare physicians are humans, so yes, they are also hanging out on Facebook, but there might be more efficient options to reach this audience.

The growth of Pinterest page view share seems to be levelling off as well.

 

StatCounter-social_media-CA-monthly-201707-201806StatCounter-social_media-CA-monthly-201707-201806 (1)

 

Instagram, Twitter and YouTube page view shares are all on the upswing, but since they are still relatively small players, especially when compared to Facebook and Pinterest, it is difficult to see their progress without reducing the range of the chart.  The charts below look only at Instagram, Twitter and YouTube page view shares in Canada, from July 2017 to June 2018, on all platforms and then on mobile.  Many of the clients that I speak to are surprised to see that Instagram is still a relatively small player based on this statistics, but keep in mind that page view share does not measure how often a person visits a site or how their qualitative opinion of the site.  Instagram is a player to keep an eye on, especially if you are targeting young adults.

Page view share graph - smaller networks - Canada - all platforms

Source: StatCounter

 

Page view share graph - smaller networks - Canada - mobile

Source: StatCounter

 

Below are the graphs showing the progression of social media page view shares for the United States from July 2017 to June 2018.  The pattern is similar to that of the Canadian charts, except that the drop in Facebook page view shares does not seem to have stopped quite yet.

 

 

StatCounter-social_media-US-monthly-201707-201806StatCounter-social_media-US-monthly-201707-201806 (1)

 

Below are the worldwide social media page view shares from July 2017 to June 2018, all platforms (1st chart) as well as only mobile (2nd chart).

 

StatCounter-social_media-ww-monthly-201707-201806

StatCounter-social_media-ww-monthly-201707-201806 (1)

 

 

Data source:  Statcounter

Prescription Drug Promoted on LinkedIn

I don’t think I’ve ever seen a prescription product promoted on LinkedIn.  Now I’m sure there have been some and I’ve just missed them, but since this was my first time seeing one, I thought that perhaps there might be others who haven’t seen this and would be interested in seeing an example.

This month, I have seen ads for Ozempic(R) by Novo Nordisk on LinkedIn on several occasions. Ozempic is an injectable prescription product which is indicated for the once weekly treatment of adult patients with type 2 diabetes mellitus to improve glycemic control.  Here is the Canadian Ozempic product monograph by Novo Nordisk for those who would like more information about this product.

I have seen 2 versions of the Ozempic ad on LinkedIn. The wording and image (brand logo) are identical, except the layout is different.  You can see them below.  The ads are simple, but the mechanism used to communicate directly to healthcare professionals is creative:

Ozempic ad on LinkedIn v2

Ozempic ad on LinkedIn

Since LinkedIn is a public, non-gated site, any ads on this site would be considered direct-to-consumer advertising.  In Canada, when promoting a prescription product to the public in general, only the product name, price and quantity can be mentioned.  The Ozempic LinkedIn ads follow those regulations.

However, based on the verbiage of the ad, it is obvious that Novo Nordisk is not targeting consumers.  They are solely targeting Canadian physicians with this ad, but they still need to treat the ad as a direct-to-consumer ad since it could be viewed by consumers who could then click on the link.

The Ozempic website that one gets directed to when clicking on the ad is gated and can only be accessed by either a physician, nurse or pharmacist who can provide their licence number.  This is considered appropriate gating of a website by Health Canada.

Ozempic ad on LinkedIn - link to website ozempic.ca

I don’t have access to the views and clicks that Novo Nordisk is getting for these ads, but in general, most of us know that LinkedIn is a network for business people, and that includes healthcare professionals.  As such, I think it makes sense for Novo Nordisk to at least give LinkedIn a try for its advertising.  It is clearly an innovative means to get their message out to target healthcare professionals and the ad is implemented within the regulatory confines of the Canadian pharmaceutical industry.  Novo Nordisk may also be advertising on physician-specific sites such as Sermo and targeting Canadian physicians, but perhaps they are focusing on LinkedIn as a start since the advertising fees on Sermo are quite steep, however they can offer repetitive visibility to your specific target.

If you are managing a product that is targeted to healthcare professionals, don’t discard social media sites just because of regulatory restrictions.  You may have to test a few variations and different sites, but there is a way to communicate your message to your target audience.  Congratulations to Novo Nordisk for trying out a newer way of communicating directly with healthcare professionals.

Facebook drastic drop in view share in Canada since Cambridge Analytica fiasco

11817730 - concepts of quit facebook, by tearing the facebook sticker half.A couple of months ago, Mark Zuckerberg announced that major changes would be made to Facebook which would result in a substantial drop in amount of time spent on Facebook.  The intent was to make Facebook more personal again, and less about the pages.

Then there was the whole Cambridge Analytica fiasco, which understandably turned off a lot of people from Facebook.  Here is how Mark Zuckerberg responded about the Cambridge Analytica situation;

https://www.facebook.com/plugins/post.php?href=https%3A%2F%2Fwww.facebook.com%2Fzuck%2Fposts%2F10104712037900071&width=500

Angus Reid Institute (1) ran a survey with 1,256 Canadian Facebook users immediately after this story came out, and their results showed that;

  • 27% would make no changes on how they use Facebook
  • 41% would keep using Facebook but would check or change their privacy settings
  • 23% would use Facebook less in the future
  • 6% would suspend their account or take a break from Facebook
  • 4% would delete their Facebook account

From these results, only a small percentage of current Canadian Facebook users were planning on actually leaving Facebook, even if just for a temporary period.  But even the tiniest percentage of a massive base ends up being a very large number.

The question that this survey did not ask is what would substitute Facebook.  When a brand loses market share, another brand often benefits as a result.  The brand that swooped the share of page views in Canada was Pinterest! Careful how you interpret this!  The results are given as a percentage, so this does not mean that Pinterest took all of the lost page views by Facebook and added them to their total.  Not at all.  Although Pinterest would have liked that, I’m sure!  What this simply means is that Pinterest now has the lion share of page views, albeit from a smaller base now that the social media goliath Facebook has lost page views.  The total number of page views of all social media sites combined has probably dropped substantially as a result of the lost page views from Facebook.  But, now that Canadian social media users may have gained back a bit of time from when they left or reduced their usage of Facebook, this will allow them time to use other social sites instead.

Social media in Canada - March 2018

Statcounter. Social Media Stats Canada. March 2017 to March 2018. 

 

At its peak in December 2017, Facebook owned 80% of the social media page view share.  As of March 2018, that has dropped to 52%! (2)

Facebook drop in share

As for Pinterest, as of December 2017, it owned 13% of the social media page view share, whereas this increased to an astounding 30% in March 2018. (2)

Pinterest big win

It is quite unlikely that either social media platform could have predicted the circumstances that have led to such drastic changes.  It certainly changes a lot for Facebook.  They were facing their own problems before this.  It might not be changing all that much for Pinterest because although they gained share of a smaller pie, they may or may not have gained that many more page views.

Where is Instagram in all of this?  Well, if you look at the Statcounter mobile data, you will notice that Instagram has also increased in page view share, but minimally compared to Facebook.  I would keep an eye on Instagram over the next few months to see their growth.  This site is sure popular with all the younger mothers at my kids’ school!

Source (1):   Angus Reid Institute. Un-liking Facebook: 3-in-4 Canadian users say data mining scandal will change how they use the platform.  March 26, 2018.

Source (2): StatCounter Global Stats – Social Media Market Share

New Facebook ad transparency sample: Movember Canada ad review

The new Facebook ad transparency is live only in Canada for the next few months!  It will be rolled out to the United States this Summer, but the timing is unknown for other countries.  This may be unnerving for some advertisers because all of their ads running on the Facebook advertising platform are on display to anybody in Canada, regardless of whether or not they are part of the intended audience for that ad.  In reality, this is not much different than the ads that we see in magazines, on television or on the radio.  The bigger issue here is that all of an advertisers ads on Facebook will be on public display, including their test ads.  Those are the ones that we all would like to keep under wraps until we are certain that they are effective.

Since there are probably some people in other countries who would like to see how the new Facebook ad transparency works, I decided to share an example with you.  I chose to look at the currently running Facebook ads of Movember Foundation Canada in honour of men’s health month.

As a reminder, Facebook is requiring advertisers to connect their ad with a Facebook page.  Therefore, find the Facebook page that is of interest to you.  Once you are there, to find the ads that are running on that page, look at the left column of the page, also known as the left sidebar.  Somewhere in the left sidebar, you will see “Ads”.  The word “Ads” usually appears at the end of the list but it can appear somewhere at the top or in the middle depending on how the page is set up. Click on the word “Ads”.

pointing to ads

Movember Foundation Canada Facebook page screenshot. New Facebook ads transparency. November 15 2017.

 

Tada !!  This takes you to the pages’ current ads.  If there are no ads currently running, you will see the following message:

“No Ads Available to View. There are no ads currently running to view.”

Sample of no ads

Children’s Hospital of Philadelphia Facebook page screenshot.  New Facebook ads transparency.  November 15 2017.

If there are ads, you will have to scroll down to see them all.  At the top of this page, there is a a message from Facebook explaining what you are able to see and what you will not be able to see:

“These are ads that <Page Name> is currently showing to people through Facebook’s advertising platform. We’re making these ads available to you even if you’re not part of the intended audience, in order to give you more information about how this Page is using Facebook ads. We’re unable to show certain kinds of ads, such as some dynamic and offer ads, at this time.

You’ll see the Facebook News Feed versions of any ads. Advertisers may run ads across different products, sites and apps (such as Instagram or Messenger), so they may look different here than how they appear there.
Offers, special pricing and other details may not apply to you.”
Movember Canada - 2017 11 - 1

Movember Foundation Canada Facebook page screenshot. New Facebook ads transparency. November 15 2017.

Information about audience targeting and ad duration is not made visible to the public.
You can engage with the ad, but in a limited fashion.  By clicking on the “…” symbol at the top right corner of the ad, this allows you to report the ad if you find it offensive or inappropriate.  You can click on a link within the post or on the post’s call-to-action button and you will be brought to that page. However, you cannot like, comment or share the ad.  I did find a loophole for some of the ads.  Although I was not able to like, comment or share on the ads on the Facebook ads transparency for that page, I was able to click on the videos and get to the original post, at which point I was able to like, comment or share.  Could it be that these were posts that were boosted, therefore I was allowed to interact with them because I was brought to the original post?  Maybe, but I’m not sure.
engagement with reviewed ad

Movember Foundation Canada Facebook page screenshot. New Facebook ads transparency. November 15 2017.

link to video

Movember Foundation Canada Facebook page screenshot. New Facebook ads transparency. November 15 2017.

I was not able to do click and engage with any of the ads with still images though.  When I clicked on the ads with still images, I was either brought to the link that the advertiser wanted to promote with the ad, or I was brought to a screen that told me that the link had either expired or the page was only visible to an audience that I am not part of.  Interesting!  Is this perhaps a way for Facebook to protect the integrity of the ad by not allowing people who are not part of the intended audience to engage with the ad, even though they can see it?  Maybe, but when I reviewed the Movember Canada Facebook ads, many of those I had seen on my timeline on a few occasions, therefore I should be considered as part of their intended audience, yet I was not able to engage with any of them on the page that listed all of their ads.
some ads won't let me get details

Movember Foundation Canada Facebook page screenshot. New Facebook ads transparency. November 15 2017.

Here are a few samples of the Movember Canada Facebook currently running Facebook ads.  I found a total of 28 ads.  They consisted of some video ads and some photo ads, and although there were a few unique ones among them, the majority of them were a mix-and-match of images, messages and call-to-action.  Considering some of them were very similar to one another, it is possible that some of these were test ads, but they could have been developed as such simply to maintain brand consistency and recall.  This blog post was meant as an introduction and overview of the new Facebook ad transparency, but in a separate post that I will publish in a few days, I will include all of the Movember Canada Facebook ads so that we can talk about them.
Hello! My name is Nat and I am the founder of Marketing 4 Health Inc.  I write blog posts and manage the Social Media strategy and manage online communities for my clients in healthcare, education and non-profit industries.
If you would like a Facebook ad review for your market, please contact me at nat@marketing4health.net so that we can discuss your business needs.