SOCIAL MEDIA MONITORING

The Social Verdict: Real-Time
Insights for Growth

In a groundbreaking Social Media Monitoring initiative, a leading biopharmaceutical company leveraged key performance metrics from LinkedIn and X to collate real-time data on obesity and type-2 diabetes related content.

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The Challenge

Leveraging Influencer Networks to
Map Business Strategies

Limited View on
Expert Opinions

The client operated across the obesity and T2D therapeutic landscape, however, only had partial insights on real-time expert interpretation of clinical / scientific data release. This made it difficult to prioritize engagement strategies and messaging that mattered most across the broader HCP community.

Challenges in Competitive
Product Positioning

Given the limited insights into how HCPs perceived competitors' therapies and approaches on social media, the client could not identify upcoming clinical trends and areas of scientific debate. This led to hindrance in product positioning aspects, such as clinical relevance, patient outcomes and engagement strategies.

Unclear Insights on HCP
Influence on Products

The client did not have a structured way to quantify HCP influence, sentiment and engagement risk at the influencer level, or to link these metrics to revenue, pipeline impact and market access.

The Roots Way

How Roots Helped?

Roots Analysis designed a Social Media Monitoring program focused on real-time collation and analysis of posts and activities from key healthcare professionals actively involved in obesity and T2D across different, relevant channels.

Shortlisted Relevant Platforms: Based on the client's requirements, the team identified professional platforms where scientific exchange related to obesity and T2D take place publicly. These included channels such as LinkedIn, X (formerly twitter), ObesityHelp and Diabetes Daily.

Data Collation and Scoring: Once the relevant channels were shortlisted, we utilized our internal tools to identify vocal HCPs and capture their feed data, including relevant posts made on the topic and other details. Subsequently, a proprietary scoring criteria was employed to benchmark the HCPs and type of post content.

Analysis and Insight Generation: Finally, the team processed the data to draw insights in the form of a sentiment analysis, highlighting key unmet needs and featuring insights on relevant discussion themes.

Change We Created

Results You Can Quantify & Impact
Our Clients Can Count On

20%

Engagement Rate Surge

The client reported a 20% improvement in successful engagements with strategic HCPs in key regions using relevant discussion themes. Moreover, outreach frequency within existing high-value profiles grew by almost 15%.

18%

Better Conference Coverage

By aligning real-time healthcare professional-level insights and messaging, the client proactively managed and improved its conference coverage initiatives by 18% to gather insights into competitors' portfolio and provide internal updates.

25%

Budget Reallocation

Gap identification and engagement strategy improvement was prioritized based on HCP insights, allowing the client to reallocate 25% of its planned marketing investment into quick wins.