Social Media and Healthcare: Canada

Part
01
of four
Part
01

Social Media: Canada

Two of the most popular social media channels in Canada are Facebook and LinkedIn.

Facebook

  • According to a publication by the Canadian Internet Registration Authority (CIRA), Facebook is regarded as the most popular social media network in Canada, with a 77% penetration among social media users.
  • A social media analysis of Canada conducted by StatCounter, a web analytics company, Facebook constituted 52.29% of Canada's social media usage from May 2018 to May 2019.
  • The social media report by Socialscape found that Facebook constitutes 80% of social media usage in Canada.
  • Also, the report suggests that "87% of online Canadians on Facebook read or search for information, content, posts, or comments from others at least once per week, while 39% of online Canadians post comments or content at least once per week.
  • 37% of Canadians who use Facebook repost or share the content of other people or organizations at least once per week.
  • In Canada, 88% of Millennials, 83% of Generation X, and 79% of Baby Boomers use Facebook weekly.
  • 59% of Canadians follow a business on Facebook. Also, 29% of Canadians shop on Facebook.
  • As of February 2020, 45.9% of social media usage in Canada is on Facebook.

LinkedIn

  • According to a publication by the Canadian Internet Registration Authority (CIRA), LinkedIn is regarded as the second most popular social media network in Canada, with a 35% penetration among social media users.
  • Canada had 16.570 million LinkedIn users as of September 2019, which represents 44.1% of the country's population.
  • Canadian between 25 to 34 years were the largest user group constituting 9.6 million users.
  • The social media report by Socialscape found that LinkedIn constitutes 45% of social media usage in Canada.
  • Also, the report suggests that "44% of online Canadians on Facebook read or search for information, content, posts, or comments from others at least once per week, while 13% of online Canadians post comments or content at least once per week.
  • 10% of Canadians who use Facebook repost or share the content of other people or organizations at least once per week.

Social Media Platforms Popular With Healthcare Providers

Research Strategy

To identify the most popular social media channels in Canada, we scoured through the public domain for a pre-compiled list of the most popular social media channels used in the country. Our search was fruitful as we identified a list of the most popular social media channel in Canada published by Online Business Canada and a corroborative source by the Digital Marketing Institute. The information is based on a 2018 survey conducted by the Canadian Internet Registration Authority (CIRA), Canada internet registration authority, on the number of users of the different social media channels in the different provinces of Canada.
Part
02
of four
Part
02

AztraZeneca: Social Media

AstraZeneca is present on five social media channels, namely Facebook, Instagram, Twitter, LinkedIn, and YouTube. We have provided an overview of the frequency of posts and a description of the different types of contents posted by AstraZeneca on each social media channel below.

Facebook

Instagram

Twitter

LinkedIn

YouTube

Research Strategy

To obtain the frequency of posts on each of AstraZeneca on Facebook, YouTube, and LinkedIn, we manually reviewed and counted the posts made by the company over the past three months in order to establish the trend and pattern of posts made on each channel. For the company's frequency of posts on Twitter and Instagram, we leveraged the information provided by a social media analytics source, Social Blade.
Part
03
of four
Part
03

AbbVie: Social Media

AbbVie is present on five social media channels, namely Facebook, Instagram, Twitter, LinkedIn, and YouTube. We have provided an overview of the frequency of posts and a description of the different types of contents posted by AbbVie on each social media channel below.

Facebook

Instagram

Twitter

LinkedIn

YouTube

Part
04
of four
Part
04

Local Pharmaceutical Companies: Canada

Canada's pharmaceutical industry is made up of both local and multinational organizations. There are various local Canadian healthcare brands, and two of the largest are Apotex and Pharmascience. This report outlines their social media presence below.

The Canadian Healthcare Market

Apotex

  • This is a leading Canadian manufacturer of generic drugs.
  • It has more than 300 generic brands in its portfolio.
  • It recently reported $2.65M in sales.

Twitter

  • There are 420 posts on the site., approximately 5 media uploads per week.
  • Posts mainly discuss company news, company awards, and the achievements of specific employees.

YouTube

LinkedIn

FaceBook

  • There have only been 133 visits to the site.
  • The content involves employee posts about personal and company events.

Instagram

  • There were only 6 posts on the site between 2017 and 2019. This was an average of 2 posts per year.
  • The content included personal employee pictures, funny pictures, and a picture of company awards.

Pharmascience

  • This is a privately-owned Canadian pharmaceutical company that is expanding its production capabilities around the globe.
  • The company is a leading manufacturer and marketer of prescription drugs and injectables that generate approximately $497.39M.
  • Twitter

  • There are 2,476 tweets.
  • Many are posted several times in a day.
  • There are approximately 6 media uploads per week.
  • The content mainly consists of company news, presentations, and upcoming events.
  • Recent news was focused on the COVID-19 crisis.

YouTube

  • There are 127 subscribers and 61,041 views on the site.
  • Most of the content is based on company news.
  • Posts are uploaded at least three times a year.

Instagram

  • Pharmascience has 442 posts on its page.
  • Posts revolve around company content such as awards, events and products.
  • Frequency of posts is approximately once a week.

Facebook

  • The content is diverse and includes company operations and events, community programs, consumer information, employee refresher events, and seminars.
  • The frequency of posts is approximately twice a day.

LinkedIn

  • The page has 29,038 followers.
  • The content is based on the recent COVID-19 crisis, company events, and corporate events.



Sources
Sources

From Part 02
From Part 03