Top market research questions you can answer with HCP social listening

23.01.2025 | Insight

Top market research questions you can answer with HCP social listening

At CREATION.co, our clients understand that millions of healthcare professionals are online right now talking about their therapy area. Listening to their organic conversations on social media provides fresh insights that may not come from traditional market research.

Here are some of the most popular questions our clients have been able to answer thanks to our HCP social media market research:

HCP insights

  • What topics are most discussed by my HCPs? What unmet needs or concerns are they raising?
  • What questions do HCPs have about my product? Is there a lack of educational material I need to address?
  • What causes conversation around certain topics to fluctuate through the year?
  • What effect is congress activity having on online conversations?
  • How are HCPs discussing and comparing competitor products? Do they understand our areas of differentiation?
  • How are HCPs responding to a new competitor in the market? How will this affect us?
  • How have HCP views around my brands or competitors changed over time and why?
  • How are HCPs comparing different administration methods? 
  • What barriers to prescription are HCPs discussing? Is this something we need to address?
  • What are HCPs saying about data being released by me/my competitors?
  • What terminology do HCPs use? How can we connect with HCPs in the most relevant language?
  • How are HCPs responding to changing policies?
  • Is there any misinformation being shared relating to my therapy area or product?
  • How does patient conversation compare to HCP conversation?

Digital Behavior

  • What are the typical digital behaviors of each of my key HCP role types?
  • What social media channels are my HCPs using and do their behaviors differ across channels?
  • How are HCPs in my therapy area connected online? Is there a strong community across role types or are they quite separate? 
  • What content do my HCPs engage with most? What sources of information are they sharing?
  • What hashtags are my HCPs using?

Digital Opinion Leaders (DOLs)

  • Which HCPs are influential online in my therapy area? Who are they influencing?
  • What do both my KOLs and DOLs talk about online?
  • Which DOLs care about topics that align with our business objectives? 
  • How are DOLs connected with each other as well as the wider HCP community?
  • Are any influential HCPs advocates or critics of our product and why?

Tracking

  • How are HCPs responding to our messaging/campaigns? Are we seeing the results we want?
  • How impactful are my paid and organic online campaigns on social media?
  • How are HCPs responding to my product’s or competitor’s data as it is released?
  • How are HCPs responding to my label update? Are there any issues we need to address?
  • How are HCPs interacting online during congress events? What insights can we gather to improve future events?
  • Are my DOLs shifting HCP online conversations on topics we collaborate on? Are we seeing results from our work with them?

Listening to the natural, unprompted conversations of tens of thousands of healthcare professionals about your brand, competitors, and therapy area provides valuable market research. This can help improve your online and offline engagement with HCPs.

To find out more about HCP market research using social media register for our free webinar or meet with CREATION.co to discuss your needs and how we can help you.

 

Share this article

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.