What is digital activity?
Digital activity describes the online behaviors and engagements of healthcare stakeholders, including clinicians, researchers, patient advocates, and organizations. This can include social media posts, virtual panel participation, webinar hosting, content sharing, and contributions to digital congresses. Monitoring digital activity helps to identify emerging voices, track evolving interests, and assess the digital reach and influence of individuals or groups within a therapeutic area.
Why is digital activity important in pharmaceutical strategy?
Understanding stakeholder digital activity provides pharmaceutical teams with year-round insight into the conversations, content, and collaborations shaping their field. It complements traditional scientific and clinical engagement by highlighting real-time thought leadership, public sentiment, and peer interactions. During conferences, digital activity monitoring can reveal which data or sessions are generating buzz, while between events, it supports sustained engagement planning, digital opinion leader identification, and proactive field team strategy.
