Measuring Everything: Contextual Tagging Drives Success for Medical Technology Firm
The Client
A global leader in medical technology, vision care, and innovative surgical products. Through its operating companies, it delivers innovation that helps healthcare professionals to create better outcomes for patients with products and technologies that address key issues such as cancer care, orthopedics, and arthroplasty cataract surgery.
After an exponential increase in its media coverage during the past year, a major medical firm needed to accurately measure its coverage across various regions and sub-brands. It also needed to seamlessly navigate between top-line and sub-brand content in the same online platform.
The Challenge
The company increased its coverage from Q1 2022 to Q1 2023 by more than 1,320% in some sub-brand measurements. Fullintel’s role was to evaluate this coverage and use the Fullintel Hub real-time media intelligence platform to segment and dissect coverage by sub-brand and region for monthly and quarterly reports, which were used by the client to steer its program.
Total brand measurement
Provide total brand measurement and comparison through Fullintel's Media Impact Score (MIS), giving the client a single, consistent quality benchmark.
Sub-brand coverage insight
Provide insights related to both negative and positive coverage across nine distinct sub-brands, rather than one blended top-line view.
Executive voice evaluation
Evaluate executive spokespeople to identify outsized reach and draw comparisons between individual voices.
Sentiment & risk analysis
Conduct sentiment analysis to understand risk across each sub-brand as coverage volume climbed.
Regional evaluation
Evaluate regionality across four geographies — North America, APAC, EMEA, and LATAM — within one navigable platform.
The Solution
Fullintel's strategy combined human curation of traditional and social media with monthly and quarterly reporting powered by qualitative and quantitative metrics — delivered through a multi-tenant instance of the Fullintel Hub so business groups could move fluidly between top-line and sub-brand data.
- One blended, top-line coverage view
- No way to isolate nine sub-brands
- Coverage volume climbing 1,320%+ with no quality lens
- No structured executive or regional comparison
- Multi-tenant Hub with granular access by group
- Sub-brand and regional segmentation built in
- Media Impact Score on every story
- Contextual tagging across spokespeople, brands & regions
Hybrid human-and-automated curation of traditional and social media, including LinkedIn and other sources that can't be fully captured by SaaS tools alone, keeping accuracy high as volume surged.
Multi-tenant Fullintel Hub instance giving business groups granular, self-serve access to regional and sub-brand data beyond the top-line report.
Contextual tagging applied to every piece of content — spokespeople, brands, issues, regions, competitor brands, authors, media type, and channel.
Analyst-curated campaign reports delivered monthly and quarterly, comparing owned and earned media performance.
In-depth perspectives on influencers affecting the company's communications efforts, benchmarked alongside owned and earned media performance.
The Deliverables
Fullintel primarily analyzes online news coverage to provide a thorough understanding of the coverage impact of the company and its competitors across multiple global regions and languages, to deliver a series of monthly, and quarterly analysis reports.
Fullintel evaluated the following factors, through a combination of quantitative and qualitative analysis techniques, to determine the following:
Value was measured by the core metrics of reach, sentiment, and MIS across nine sub-brands, using Fullintel Hub to segment coverage into each contextual bucket combined with human scoring.
Specific implementation elements and deliverables included:
Platform & tracking
- Multi-tenant tooling for granular data segmentation by business group
- Tracking of owned and earned traditional and social media from influential channels
- Contextual tagging for spokespeople, brands, issues, regions, competitor brands, authors, media type, and channel
Qualitative analysis
- Media Impact Score measuring coverage quality via outlet tier, sentiment, prominence, and other metrics
- Share-of-voice analysis comparing sub-brands and competitors, top-line and sub-brand
- Analyst-curated campaign reports comparing owned and earned media, delivered monthly and quarterly
The Result
Fullintel used its human curation and analysis technology – specifically a multi-tenant instance of the Fullintel Hub real-time monitoring platform – combined with measurement best practices to provide a meaningful and accurate representation of human-curated coverage.
The combination of qualitative and quantitative metrics, including MIS, provided an end-to-end brand measurement and comparison to help inform the medical company’s media planning. Clients could use Fullintel Hub’s advanced measurement dashboards to view overall coverage impact or drill down into coverage impact by sub-brand.
Executive voices were analyzed to identify those with the most reach, along with a full sentiment analysis across each sub-brand to better understand risk.
Coverage was also evaluated by region to give the client an accurate view of which regions performed best, and which required improvements.
This approach helped the client identify its brand’s visibility, the quality of the coverage it received (via MIS), the potential audience, the impact of coverage compared with competitors, key coverage drivers, consumer insights, and any news items garnering the most media coverage.
The firm is now able to use this competitive sub-brand intelligence to make better decisions around campaigns, product launches, and other business activities.
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