The Medical Affairs team had a clear ambition: to improve how they engage healthcare professionals in a digital-first world. While they were producing content regularly, it was not landing with impact. They lacked a structured understanding of what their audience was talking about online, which digital channels were most effective, and who was driving the conversation. Without this intelligence, content planning remained reactive and generic. They needed to move from guesswork to insight and build a scalable, data-driven strategy to guide engagement.
We began by applying our proprietary topic modeling methodology across a wide range of digital sources within the therapy area. This included social media platforms, blogs, forums, and online publications where clinicians were actively sharing perspectives and shaping peer-to-peer dialogue. Our approach revealed not just what was being said but how frequently, how sentiment evolved over time, and where clusters of interest were forming.
To build a complete picture, we layered in social panel analysis. This allowed us to segment the audience by role, geography, and level of influence, and to identify which formats and platforms were most effective for engaging different HCP profiles. We paid close attention to patterns of engagement, such as the types of posts that gained traction and the individuals consistently generating attention. We also identified digitally active clinicians who had not yet been engaged by the client but held potential as credible partners.
We delivered a tailored digital intelligence report designed specifically to support Medical Affairs content planning. It included:
All insights were structured around the client’s therapy area and communication goals, offering an actionable framework for building a more meaningful presence with their target audience.
The client moved from broad, general messaging to a strategy grounded in real-world insight. They gained clarity on the specific content topics that mattered most to HCPs, knew which formats to invest in, and understood which voices were worth engaging. This shift enabled them to plan with more confidence and deliver communications that aligned with the needs and habits of their audience.
We continue to provide quarterly refreshes to ensure their content plan evolves in line with the conversation. As new digital influencers emerge and topics shift, the client’s strategy stays agile and informed.
