By Katie Kennedy 2024 was a great year of collaboration for CREATION.co and the pharmaceutical industry helping many teams to better understand their healthcare professional stakeholders by listening to their online discussions. By tapping into the unprompted conversations of HCPs online, our clients learned new insights into their customers which helped shape future engagement tactics. It has also been great to see the continuing building of Digital Opinion Leader relationships and the innovative collaborations coming from those relationships. Here are some of the ways the industry embraced HCP social media insights last year. Hopefully it might inspire some ideas!
Congress tracking
We analysed the HCP online conversations during a number of scientific congress meetings, such as ASCO and SABCS, to help teams understand the impact of their congress tactics and HCP response to data being released. Our clients were able to use this information to shape HCP engagement post-congress and improve plans for future congress.
For more information on HCP insights to support congress watch our on-demand webinar: Unlocking hidden HCP influence at congress or read our latest article: Tracking data dissemination during medical congress.
Digital Opinion Leader engagement.
We helped many teams identify their key Digital Opinion Leaders; HCPs who are active online, trusted by their peers and align with the clients objectives. Great outcomes of this work resulted in roundtable discussions over congress and increased collaborations with HCPs beyond the normal KOL. Some teams already had an idea of what the perfect Digital Opinion Leader would look like for them and used our services to find DOLs that matched their requirements, whilst others wanted to first understand the online discussions and then identify DOLs who could help tackle some of the challenges/opportunities they had discovered.
We also saw teams starting to implement our new tool, DOL Finder, and use it to find Digital Opinion Leaders to partner with at a global and local level.
To learn more about Digital Opinion Leaders, read our white paper: Activating Digital Opinion Leaders
HCP social media landscape analysis
We supported a number of teams who wanted to understand the baseline conversation of HCPs online within their therapy area. It was important for teams to learn how different HCP role types were part of the online HCP community and their specific needs and concerns. By doing this, they were able to discover topics they could engage their HCPs on, understand how to address any barriers to prescription, know what digital channels they should be using and discover what messaging would connect best. We worked across therapy areas from neurology, rare diseases, oncology, dermatology, vaccines, diabetes and multiple myeloma.
For more information on understanding the online conversations of your HCPs, watch the demo of our new tool: HCP Voice.
Across the globe
Over the last decade of working in this space, we have seen teams from various countries outside of their companies’ core markets begin to realise the potential for HCP social media intelligence within their region. Last year, we worked with clients from global teams as well as carrying out HCP research in many individual markets (including the United States, India, Brazil, Ireland, UK, Italy, Japan, China, Canada, Spain, Germany, Poland, Australia, Pakistan, Turkey, Israel, Saudi Arabia and UAE). It was great to see companies across the globe learning from the online discussions of their HCPs.
We look forward to supporting clients in 2025 to bring that added extra intelligence into their HCP engagement strategies.
To speak to us about congress tracking, Digital Opinion Leader profiling/engagement or HCP social media analysis contact us now.
