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16.09.2022

If you already have a healthcare social listening tool, why implement another one?

By Katie Kennedy

Why is investment in social listening by pharma important?

What is the best way for you to hear the expectations of your healthcare professional (HCP) customers and know what they really want? Well, the answer lies in social media listening. 

In this digital age, HCPs are jumping onto social media to not only share information with the public but to also connect and start discussions with their peers. Thus, the key to making the most of social media is to listen to what they have to say about you, your competitors, and the market. In other words, social listening in pharma gives access to unprompted conversations in the medical community. Investment by pharma in social listening tools can provide a wealth of valuable information – by providing insights that can aid in improving targeted marketing strategies and brand recognition, as well as help efforts being made in research and patient treatment options.

Which tools are used for social listening in pharma?

CREATION.co works with many of the world’s top pharma companies helping them understand the voice of their HCP customer online. Lots of these companies have already implemented standard pharma social listening tools, e.g. Synthesio and Brandwatch. These standard pharma social listening tools are great at picking up general conversations taking place on social media. For example, if you looked at discussions around diabetes online over the last year your standard social media listening service would capture millions of tweets, comments, posts and blogs on the subject from a whole range of contributors: patients, support groups, doctors, pharma, students, professors etc.

However, what happens if you want to separate out the opinions of HCPs from other stakeholders? Typically, only 2–5% of the conversation on a disease area will be made by healthcare professionals. Standard social listening tools used by pharma are unable to filter the data in a way that will quickly separate all HCP conversations from everything else. They work by using keywords to try and filter out a workable list of potential HCPs, but this can be unreliable and time-consuming.

But what if you want tailored data-led insights specifically for your HCP marketing strategy? That is where we can help.

What does CREATION.co offer?

At CREATION.co we can track billions of HCP conversations worldwide in both public and private social media networks using our unique technology CREATION Pinpoint®. It is the world’s largest and only artificial intelligence-powered global database of more than 3 million human-verified HCP online profiles. By using CREATION Pinpoint®.We can help you cut through the noise and find in real-time, relevant insights from HCP social media conversations regarding their beliefs, needs, and concerns on any topic you choose.

What are the benefits of using CREATION Pinpoint®.

There are a number of benefits to implementing an award-winning pharma social listening tool like,CREATION Pinpoint® including:

1. Better HCP audience segmentation

When we add an HCP to our pool of over 3 million we capture publicly accessible information on role and location. This enables our Insight Analysts to easily access HCP specific conversations and find out each HCP customer groups’ thoughts, opinions and online behaviours within specified regions/countries.

2. Identify HCP Digital Opinion Leaders – your online influencers

Since we capture the roles and geographic locations of our HCPs we can help you identify which HCPs are your digital opinion leaders (DOLs) based on both the topics they are engaging with peers on, the HCP role types they are influencing, and the geographic regions they are most influential in.

Our data sources include public social media posts from sites like Twitter, Instagram, Weibo and HCP blogs/forums (among others) and doctor’s conversations from within Sermo, one of the leading private social media networks, to help you understand the conversations taking place on both public and private networks.

With over 20 years of experience working with the pharmaceutical industry, we understand the complexities of this market. We believe that automatic sentiment analysis is not yet reliable enough for a complex industry like the pharmaceutical industry and so all data is examined by our team of highly-skilled Insight Analysts. They transform our unique data into an easily digestible report complete with advice on how to use our insights to make practical improvements to your HCP marketing strategy.

[case study] So, when a top 20 pharmaceutical client wanted to understand more about the online conversations HCPs were having around a certain disease and map the global DOL network, we were able to help. Using CREATION Pinpoint®.We classified and filtered the conversation, and then identified global digital scientific leaders (DSLs) they could engage with for their various business objectives. 

3. Discover the regional difference in online conversation

With CREATION Pinpoint® we helped a top 10 pharmaceutical client who was about to launch a campaign across a number of different markets. We were able to provide a deeper understanding of local HCP views, and identify key market-specific customer digital personas by analysing their conversations in each local language and developing various digital attributes.

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Meet the Author

Katie Kennedy

Katie has a background working within health organisations and continues to champion the work we do at CREATION.co amongst our current and future clients.

When not at work Katie enjoys being a mother to her two little girls, a dog, a cat, and a tortoise.

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