A recent social listening report from Capstone-Intel Corporation, which aims to gauge the social media presence of Mercury Drug, one of the country’s pharmaceutical giants, revealed that although it garnered considerable positive social media reactions, its presence across social and non-social media platforms is lacking.
Capstone-Intel is a high-impact research company that uses innovative research technologies, tools, and methods to convert data and information into breakthrough insights and actionable intelligence outputs. It is committed to helping its clients solve problems, find solutions, grow markets and constituencies, build reputations, navigate risks, manage crises, and be the country’s leading private research and intelligence agency.
Background
The Mercury Drug Corporation, also referred to as Mercury Drug, is a drugstore chain based in the Philippines. Headquartered in Bagumbayan, Quezon City, the aforementioned entity is a subsidiary of the Mercury Group of Companies.
The establishment of the chain took place in 1945 in Santa Cruz, Manila, rendering it the second most ancient drugstore chain in the Philippines, following Southstar Drug by a margin of eight years. As of 2017, Mercury Drug boasts a statewide presence with a network of more than 1,000 branches, thereby capturing a significant market share of over 50 percent in the pharmaceutical retail industry in the Philippines.
Methodology
Capstone-Intel examined the online presence of Mercury Drug for one year, from November 22, 2022, to November 22, 2023, by utilizing all publicly accessible posts from social and non-social media platforms in order to gather the sentiments of the public about the drug chain.
Facebook Performance
Capstone-Intel found that the Mercury Drug garnered a 581,055.4 engagement score for its 7,752 total post count, which yielded over 500,170 total reaction count. When broken down, “Facebook like” accounts for 52.3 percent of the total reactions, with 261,451. Followed by “Facebook love” with 217,097 reactions (43.4 percent), “Facebook wow” with 9,963 (2 percent), “Facebook haha” with 5,612 (1.1 percent), “Facebook sad” with 5,305 (1.1 percent), and “Facebook angry” with 742 (0.1 percent).
This shows that for over a year, there was a majority of positive reception for the Mercury Drug.
Online reach
Capstone-Intel likewise revealed that Mercury Drug received a total of 1 million social media reach and 122,000 non-social media reach. Meanwhile, the drug chain reported only 5,235 interactions among social media users during the duration of the study.
This data suggests that even though there was quite a number the Mercury Drug reached for the past year, it only yielded a small number of interactions across these social and non-social media platforms.
Top posts
In terms of top posts, the top post for Mercury Drug was a post from the official Facebook page of Mercury Drug Corporation, inviting social media users to join the Mercury Drug TikTok Dance challenge, receiving an 845.4 engagement score.
This was followed by another social media post from Mercury Drug Corporation featuring promo content for its Halloween promo. This post yielded a total of 786.9.
Meanwhile, the remaining top posts for Mercury Drug are technology-related content, mentioning the drug chain as a landmark to find these tech business stores.
This shows that even though the one-year presence of Mercury Drug is impressive and positive, its presence, mainly focused on its branding, remains lacking as most of the content discussing Mercury Drug are mostly topics that are not related to pharmaceuticals.
