In the digital age, traditional market research is still an important tool in gaining insights into your healthcare professional (HCP) customer base. There is a lot you can get from focus groups, interviews and surveys. Having in-depth conversations with HCPs and getting them to answer your burning questions will always be important.

However, it is important to remember that nowadays we are also able to learn from the conversations HCPs are having online and these conversations provide insights which can really enhance your market research.

Here are 4 reasons why you should be using HCP social media market research:

  1. If you want a true, honest and emotional look at what is being said about your brand, competitor brands or your therapy area then use social media market research to hear what is being said online. This is a place where your customers are interacting without the “unnatural” setting of a focus group. It’s as close to unbiased as you can get.
  2. Conversation in focus groups and interviews is led by the interviewer/group leader, online the conversation takes place organically. You are getting to see what is important to customers and what they are talking about amongst themselves without Pharma’s interference
  3. Traditional market research can be a slow process. It takes time to organise focus groups and analyse data. Social media monitoring shows you what’s being discussed in real time. It’s your way of having your finger firmly on the pulse. If a doctor is spreading incorrect information about your brand then you can correct them immediately. If you want to know the impact of your latest campaign, you can listen into the conversation and see what is being said. If you need to know how HCPs are responding to a change in policy listening to their online conversation will tell you.
  4. You can listen to thousands of HCP voices all at once. CREATION Pinpoint, our unique technology, provides our analysts with access to a database of over 350,000 healthcare professional public social media profiles, sites and blogs. How many focus groups would you need to organise to reach an audience that wide?

Physicians are using social media to have open, honest discussions about particular drugs and therapy areas. These conversations are potentially different to the ones you are having in the managed interviews and focus groups. The key is not to forget traditional market research but to think about the additional value we can get from adding social media monitoring to the mix.

Want to know more about how Pharma are benefiting from HCP social media market research? Join our webinar.

Want to know what the most common questions are that we are asked to answer using HCP social media market research ? Read this post.