|25th June 2018
Social listening is a powerful tool for generating valuable insights into your customers from social media conversations. Stakeholders for pharmaceutical companies, such as HCPs, patients and payers, are becoming more present on social media and this gives us new data for understanding their needs and preferences.
At Blue Latitude Health, we identify the role of social media in the overall brand or communications strategy. We do this by finding the right social platforms and clarifying the specific objectives for each of those platforms. Within each social listening project, we utilise tools that crawl through large amounts of data on social media sites such as Facebook and Twitter. Then we analyse this data to reveal insights that can be translated into actions. The top insights revealed through social listening are:
By monitoring the topics driving customer conversations, we gain a better understanding of customer needs, pain points and trends.
Result: We can develop differentiated content in response to these needs, pain points and trends.
Through social listening, we gain valuable insights into competitor activities. By monitoring conversation volume and sentiment, we can better understand customers’ opinions about our brands and our competitors across the globe.
Result: This helps us make informed decisions on brand management.
Social listening helps identify relevant digital opinion leaders, their backgrounds, and interests.
Result: These insights provide further opportunities to target relevant opinion leaders and leverage their influence in the social media space. It is important to make sure these insights are meaningful. This can be achieved by validating them with existing or further market research, cross-referencing with internal sources of information and liaising with the insights department or brand teams.
Through social listening, pharmaceutical companies can make use of additional data sources and generate insights. Organisations also have more opportunities to engage with stakeholders online and offline, which informs tactical multichannel marketing planning. Social listening is becoming a source of competitive edge in pharmaceutical marketing – make sure you’re a step ahead.
In a recent project, we conducted social listening for a product that was about to be launched. Having monitored a large volume of online conversations, we found that topics around efficacy had the highest number of retweets, and content focusing on a specific piece of data, which showed the superior efficacy of the product, was popular.
As a result, we gained the insight that content about trial studies results on a specific aspect of efficacy are more likely to engage customers. We could immediately and precisely use this information, giving us huge benefits in the hyper-competitive environment and saving us substantial time and effort in conducting primary research. We worked closely with the brand managers to apply the insights to brand planning, this helped us shape the messaging of the launch strategy.
At Blue Latitude Health we are experts in digital marketing in healthcare and pharma. To find out how we can help you contact email@example.com
|9th July 2018
Pharma marketers are now spending more on data analysis than ever before. However, many are struggling to see a return on investment. BLH sits down with four BOBI Analyst of the Year 2018 finalists to find out how they turn data into insights that make a real difference to the success of pharma brands.
|4th July 2018
Blue Latitude Health speaks to Dr Ivan Wall, Reader in Cell & Gene Therapy Bioprocessing at University College London, to find out about the future of cell and gene therapy, the impact of Brexit, and how the next generation is paving the way for innovation.