What is share of voice?
Share of voice (SOV) refers to the percentage of total conversation, coverage, or presence that a particular brand, product, or organization holds compared to competitors within a specific topic, therapeutic area, or market. It is commonly measured using digital listening, media tracking, and publication analysis tools, capturing metrics such as mentions, impressions, citations, or engagement across online and offline channels.
Why is share of voice important in pharmaceutical strategy?
Monitoring share of voice helps pharmaceutical companies understand how prominently their data, messaging, and brand are represented within key scientific and stakeholder conversations. A strong or growing SOV may indicate effective scientific engagement, data impact, or campaign performance, while a declining SOV may highlight the need for increased visibility or repositioning. When combined with sentiment analysis and stakeholder mapping, SOV offers strategic insights into competitive positioning, thought leader influence, and opportunities to enhance scientific communication and field engagement.
