Analytics: Social insight

Share this article:
Analytics: Social insight
Analytics: Social insight
“When it comes to gaining insight, the first place to start is with a social conversation audit. ”
Shwen Gwee, VP, ­digital health, Edelman

When Peter Frishauf founded Medscape in the mid-1990s, few pharma companies had a website. “Even those that liked the idea and wanted to support us had nowhere to bring it back to,” he says.

Understandably, there were many doubters. “We were at Abbott, just after the antibiotic Biaxin launched,” Frishauf recalls, “and the brand team had been told by Abbott executives: ‘Be wary of the web, it's a dangerous, scary place.'” So Frishauf suggested a web search. The message that appeared most frequently among the results was that “Biaxin makes your stomach queasy and you will eat less,” which was “the last thing that Abbott wanted to see and hear.”

Frishauf's early demonstration of the risks of not embracing the digital realm is valid today. But tomorrow's big story will not be about how we connect with and find data. It will be about our ability to decipher data, and provide actionable insight therein.

 “When it comes to gaining insight, the first place to start is with a social conversation audit,” says ­Shwen Gwee, VP, digital health, Edelman. “The more famous ones are Salesforces' Radian6 and other conversation tools. In the past, it was more syndicated and traditional research—now it's just a lot easier to do it yourself.” And the do-it-yourself route is a popular one—companies like Treato and Salesforces' Radian6  can offer drugmakers a snapshot of their brand's presence online or who the patient opinion leaders are in a given disease space.

“Everyone right now is trying to listen to try and figure out the sentiment, what people are saying about a drug, and who the influencers are and who's got the most likes,” says Yaron Landow, VP, US Sales and Business Development for Treato. “Treato Pharma helps organize discussion data so they can see what patients are really talking about when it comes to their experiences.”

 With data from 23 million patients, and over a ­billion posts which are talking about over 11,000 ­different medications, this is what we mean when say Big Data. While Treato analyzes healthcare blogs, posts and bulletin boards—then Symplur is its Twitter, West Coast complement.

California-based Symplur has a special agreement with Twitter that allows them access to millions upon millions of tweets regarding healthcare topics.

“We have what Twitter calls elevated API privileges, which allows us to track conversations on certain topics,” explains Audun Utengen, partner at Symplur, “we're listening for keywords, and when they're mentioned, we basically are given that whole tweet and meta data by Twitter. We can then link this with other databases like U.S. doctors' Twitter accounts, and so see what they're saying and who they're talking to. For example, last month, what did all the pulmonologists tweet about—what they did they mention most frequently—we can answer those questions.”

Share this article:
You must be a registered member of MMM to post a comment.

Email Newsletters

MM&M Future Leaders


Register now

Early bird $1,950 before 31 October 2014

*Group discounts available on request 

MM&M EBOOK: PATIENT ACCESS

Patient access to pharmaceuticals is a tale of two worlds—affordability has improved for the majority, while the minority is hampered by cost, distribution and red tape. To provide marketers with a well-rounded perspective, MM&M presents this e-book chock full of key insights. Click here to access it.

More in Features

Read the complete October 2014 Digital Edition

Read the complete October 2014 Digital Edition

Click the above link to access the complete Digital Edition of the October 2014 issue of MM&M, with all text, charts and pictures.

Predicting your pink slip

Predicting your pink slip

Any time a firm needs to save money, high-salaried executives are targets

Private View: New ways to engage with customers

Private View: New ways to engage with customers

These healthcare social media campaigns successfully use emotion, altruism and the human desire to "brand" oneself to get customers engaged.