Building Deep Competitive Analysis Across Traditional and Social Media for Medical Device Maker
This methodology focused only on the company's performance, limiting its ability to gauge its relative standing among competitors.From the case study — on the limits of the client's original reporting approach
The Client
A global medical device company with a mission to drive scientific innovation to address specific healthcare needs, including various specialty medical devices for orthopedics, interventional solutions, surgery, and vision.
The medical device company needed to understand the impact of its public relations and communication efforts, benchmarked both against its past performance and that of its competitors. Fullintel suggested an array of human-curated evaluation and measurement methodologies, including competitive analysis, to solve this issue.
The Challenge
Impact of media coverage
Fullintel initially provided quarterly media analysis reports driven by our proprietary Media Impact Score (MIS), enabling the company to quantify and evaluate the impact of media coverage on its reputation and brand.
Client’s media measurement program
This methodology focused only on the company’s performance, limiting its ability to gauge its relative standing among competitors. As the client’s media measurement program matured and its team required deeper insights Fullintel recommended expanding the analysis to competitor coverage and social media to allow for a direct comparison.
Deeper performance assessment
This new approach would provide a deeper performance assessment, facilitating better decision-making and strategy based on a clearer understanding of long-term trends and patterns, while eliminating the potential influence of seasonal and market fluctuations.
Daily media briefings
Fullintel’s quarterly reports were to be supplemented by daily media briefings and our Fullintel Hub monitoring platform with advanced media coverage dashboards, providing near-real-time access to up-to-date metrics across all business lines within a unified platform.
The Solution
Fullintel expanded the client's existing quarterly measurement program to add the competitive context and cross-channel visibility it was missing.
- Own-performance-only MIS reporting
- No competitive comparison
- Traditional media measured in isolation
- Quarterly-only cadence
- Competitive MIS benchmarking vs. direct competitors
- Apples-to-apples consistent methodology
- Social + traditional media integrated
- Daily briefings plus quarterly deep analysis
Performance benchmarking through competitive Media Impact Score analysis, weighing prominence, headline visibility, sentiment, publication tier, spokesperson quotes, and social handle reach.
Daily executive media briefings covering the client, its competitors, and broader medtech industry trends.
Quarterly performance analysis reports with regional volume, reach, and MIS breakdowns.
The Fullintel Hub platform provides an always-on measurement dashboard spanning all business lines, letting team members view a human-curated news feed alongside an automated feed for real-time intelligence.
The Deliverables
Fullintel's reporting combines granular coverage tracking with global, cross-division visibility.
Coverage tracking
- Categorization and prominence rankings for traditional and social media content
- Spokesperson quote tracking, measuring both frequency and quality
- Manual monitoring of hard-to-find, paywalled outlets, including Korean-language media
- Fullintel’s measurement approach emphasizes relevance and meticulousness, ensuring the exclusion of irrelevant content and weeding out fake news and misinformation.
Global & unified reporting
- Earned media monitoring across traditional and social platforms — LinkedIn, Twitter, Facebook, YouTube — spanning North America, Europe, the Middle East, Africa, Asia-Pacific, and Latin America in multiple languages
- Issue timeline analysis tracking how specific challenges evolve across monitoring periods
- Unified reporting across all divisions, with individual insights broken out by business line
The Result
Fullintel’s rollout of a full traditional and social media competitive analysis – while still providing quarter-over-quarter comparisons for benchmarking and context – has delivered deep insights to the client on how its communications initiatives have performed.
A repeatable, predictable, and unified methodology across all business units and competitors means the team now benchmarks against its own and competitor results from previous quarters, as well as that of its competitors. Adding competitive social media analysis driven by MIS provides an additional element of situational awareness for the client’s comms team, with the entire approach providing a much more comprehensive view of the media, key opinion leader, and influencer landscape.
Fullintel’s combination of quarterly reports supplemented by daily media briefings and a near-real-time online dashboard provides the most up-to-date, highly contextual benchmarks and metrics across all business lines within a unified platform.
The medical device maker now uses this competitive intelligence to make better decisions around PR and communications campaigns, product launches, and other business activities.
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