The brief
Given the nature of Medical Affairs, developing a content strategy for healthcare professional (HCP) engagement is always challenging. To best support our client in the development of their strategy and optimize engagement with their customers, we undertook a digital intelligence project to better understand the online conversation and identify core areas of interest to HCPs.
The challenge
The client’s focus on an effective digital engagement strategy required an unbiased, in-depth analysis of the conversation surrounding a niche therapy area to create benchmarks for their content architecture.
The solution
To establish a comprehensive overview of the digital landscape, we applied our unbiased topic modeling approach to uncover naturally occurring topics and themes in the online conversation and then combined the data with a social panel analysis to enable definition of key themes and preferences among HCPs within the relevant therapy area. We delivered a series of key themes and areas of interest, relevant opinion leaders and the most-utilized digital channels.
The value to the client
A rapid, thorough, data-supported narrative that included recommendations for content themes to pursue and best formats for delivery, allowing our client to build an effective communication strategy.