IQVIA Social Media Intelligence utilizes a blend of an AI-based patient intelligence platform and human ingenuity to conduct in-depth social listening and social media monitoring for the life sciences industry.
The ubiquitous nature of social media makes it a prominent and easily accessible source of information for patients, caretakers, and physicians. Newer social media platforms such as Instagram and TikTok are being rapidly relied upon by Gen Z for not only obtaining healthcare information but also sharing their experiences. Besides being a means of sharing and consuming healthcare information, social media networks have acquired the power to influence the reputation of prescription drugs and OTC products.
Physicians who actively participate in content creation on social media often attain an influencer status, and consequently may have an impact on healthcare decisions made by their followers, including other physicians. Information consumed by physicians on social media is also found to influence their perceptions of treatments1. Life-sciences companies, which heavily rely on omnichannel HCP engagement for effectively launching drugs, routinely incorporate social media marketing in their mix.
Life sciences companies can take advantage of this knowledge network by actively monitoring and analyzing both sponsored and organic social media conversations of patients, physicians, and caretakers to gain insights regarding their informational needs, disease management challenges, and support requirements. These insights can have an important impact on product development, brand strategy, and commercialization.
Life sciences companies face four distinct challenges while conducting social listening -
An NLP-driven enterprise-wide social listening program can help life sciences companies effectively mitigate the above-mentioned challenges and realize the full potential of insights from social listening to inform patient-centric product development and customer / patient engagement.
The size and heterogeneity of format, content and sources of social media data pose a challenge in data collection, organization, and processing. The big data problem can be tackled using advanced NLP technology which enables the processing of large amounts of unstructured data into a meaningfully organized state. However, technology has limitations in analyzing non-textual formats such as video and images. Human intelligence can help not only solve the challenge of analyzing non-textual data formats but also provide actionable recommendations through insights consolidation from data in various formats and from varied sources. Finally, to ensure a holistic view of insights from diverse data sources beyond social media, combining the data and bringing it onto a single platform can help overcome the challenge of making partially informed data-driven decisions.
Enterprise-wide social listening can allow life sciences companies to create a consolidated and comprehensive social media and digital knowledge resource that can monitor the overall reputation of not just brands but also the company, and be leveraged across business units and functions. If conducted coherently enterprise-wide social listening can reduce technology subscription costs, drive efficiency in data processing, and effectively serve multiple internal clients. In addition, life sciences companies can also integrate social media insights with findings from other internal information assets, thus validating insights and driving better informed decisions.
For instance, audience analytics, HCP outreach and patient engagement teams can benefit from findings on social media user segments as well as the type of content shared by them. Insights regarding patient perspectives on disease and treatments, brand and company perception across user segments, online product reviews and ratings, and website and campaign analytics can be leveraged by the competitive intelligence, market research, brand management, corporate and R&D teams. Further, influencer identification can be immensely useful to HCP outreach and patient engagement teams looking to develop digital and social media outreach programs.
IQVIA’s advanced-NLP based social intelligence offering provides an optimum configuration of components needed to drive long term value, including:
Start with an internal audit of the organization’s current state of social listening. For instance, is your company monitoring social media conversations merely to identify and mitigate risks to reputation? Or is there a holistic program to proactively incorporate ‘voice of the customer’ into commercial programs. Next, identify areas where customer insights are insufficiently represented and what are the resulting potential loss of opportunities. Further, identify internal departments which could routinely benefit from consumer insights, followed by establishment of specific commercial and brand objectives. Lastly, design and implement a comprehensive social listening program optimally configured with the right set of information sources, technology, human skills, and processes.
IQVIA Social Media Intelligence utilizes a blend of an AI-based patient intelligence platform and human ingenuity to conduct in-depth social listening and social media monitoring for the life sciences industry.
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