New DOL partnerships
The challenge
They wanted to ensure a true understand of HCP opinions, discussion and attitudes around the event, as well as emerging clinical trial & data releases. Our client was interested in conducting this exercise across five key therapy areas, in which they were either developing a new drug or competing with their drug against many other pharma players.
The approach
We developed a data rich, multi-tool approach to measure social media engagement for the congress, enabling our client to understand the most influential and high impact conversations and unmet needs for Neurologists.
Insights included:
Key performance Real-World metrics:
- Social channel popularity: dominated by Twitter, with an overview of the total mentions, average mentions per day and unique twitter authors.
- Social media engagement: Top keywords, top entities, top hashtags, top social authors by following and top countries by social activity to gain insights in the conversational topics and sentiment.
High impact Real-World insights:
- Top tweets: based on the number of retweets and analysis of the content to identify unmet needs.
- Identification of the pharma companies with the most influential social content and analysis of their social content
Digital Opinion Leader insights:
- Reach, level of engagement and influence on clinical opinion of key digital opinion leaders by country and each of the 7 therapy areas.
Results
Our client has now engaged with 15 of the identified DOLs, across international and national markets, involving each in a series of virtual medical education programmes, advisory boards and social media based clinical programmes.