Trending: using social media to understand your pharma market
July 4, 2018 | Brand Teams, Campaign management, Competitor landscaping, Customer Engagement, Key Opinion Leader, Measurement and optimisation, Metrics, Multichannel, Pharma, Social Listening, digital marketing, insight, social media
Blue Latitude Health Senior Associate Consultant Jiayi Chen explains how you can use social media to get under the skin of customers and your competition.
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:
Key topics
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.
Competitive intelligence
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.
Digital opinion leaders
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.
How to drive a product launch with social media
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 simon.young@bluelatitude.com
This content was provided by Blue Latitude Health