People like to share things on social media and data analytics from social media listening helps #bigpharma, and companies in general, understand the consumer better. But has there been a breach of trust?
Is #bigpharma listening to what you are saying online?
Yes
- On native platforms
- Through a third-party tool, to analyze large volumes of data
- Through agencies, if #bigpharma lacks the tools needed to scale monitoring efforts
What does #bigpharma usually monitor?
- Brand, product, and company mentions
- Hashtags that are medical, disease, pharma related
- Pharmaceutical news
- Conference updates
- Awareness campaigns
- Customer Service (for example @GSK_ResponseCTR)
- Drug Adverse events
Is there a difference between listening and understanding?
- Think of it less of a big brother and more about understanding brand perception
- Listening allows for understanding valuable business insights
- Listening allows for understanding and uncovering trends
- Listening allows for understanding views of patients, healthcare professional, and consumers
- Listening also can enhance online engagement, which is what social media is all about
Outcomes of social media listening?
- Can identify demographics of reach on different social media platforms
- Can identify most effective platform, time and format for content
- Can identify the characteristics of a customer
- Can identify online behaviors and patient journey
All right the elephant in the room, is it all ethical?
- All social media platforms have a set of Terms and Conditions that detail their data protection regulations
- Data that is analyzed is aggregated, users kept anonymous, mostly numbers, statistics, but no names
- Platforms and uses evolve, so regulations need to be updated: EU Laws GDPR May 25, 2018
