Fullintel helps Global Pharmaceutical Company Track and Engage Influencers on Twitter, Facebook, and LinkedIn
The client has operations across four continents and markets more than 20 products across a range of therapeutic areas, including HIV, inflammatory diseases, and oncology.
At a glance:
Our client, a global pharmaceutical company, is heavily impacted by commentary on social media, but its communications team didn’t have an easy-to-digest report it could use to track key opinion leaders, advocacy groups, and influencers.
Fullintel stepped in to provide a monthly social media and key opinion leaders analysis report to help the client’s communications team meet its goals.
Like most pharmaceutical and healthcare businesses, the company is heavily impacted by commentary on social media. But its communications team didn’t have an easy-to-digest report it could use to track and analyze the impact of key opinion leaders, advocacy groups, and influencers talking about the company and relevant pharmaceutical topics.
The communications team’s goal was to develop the ability to track its most impactful influencers, key opinion leaders, and advocacy groups on Twitter, Facebook, and LinkedIn.
In response, Fullintel recommended a monthly social media analysis reporting strategy with the following objectives:
- Understand public sentiment around the company and related issues through manual media monitoring of all required social media channels, to ensure noise-free and relevant content.
- Understand and measure the impact of influencers in the healthcare and pharma sectors, while allowing the communications team to stay up-to-date on new developments in the industry.
- Understand the impact of patient advocacy groups and relevant NGOs.
Fullintel’s strategy combined a monthly reporting cadence with a series of qualitative and quantitative metrics and insights, including engagement, sentiment, and reach. To avoid excess noise (or missed posts), monitoring was to be conducted manually with some automated assistance. Indeed, Fullintel’s human curation-led approach is how we can provide such deep intelligence from LinkedIn, which cannot be monitored using SaaS tools.
The monthly reporting strategy would include two reports: A social media influencers analysis report, plus a media impact report combining social and traditional media to illustrate 360-degree impact.
Social Media Influencers Report – Based on posts mentioning the company and its products from LinkedIn, Facebook, and Twitter, the analysis report is designed to help the communications team understand stakeholder opinions and reactions towards the client’s products and services. The report also assists the company in making informed decisions, as it highlights healthcare trends and other important developments. Stakeholders are divided into key opinion leaders, top influencers, and emerging influencers based on profession, and top posts from nearly 20 patient advocacy groups are also included.
Media Impact Report: An analyst-curated daily report highlighting business performance, corporate activities, and environmental, social, and governance (ESG) data for the client and its competitors. This report is based on company and competitor mentions in traditional and social media.
A major element of Fullintel’s implementation is the use of manual monitoring with semi-automated assistance and human curation, which provides a far more accurate, relevant, and reliable dataset than fully automated monitoring. This approach also allows for much more thorough sentiment and influencer analysis, and typically saves organizations significant time and effort, since far less time is spent second-guessing results or adding/removing content.
Because we also track drug brands by their chemical or generic names, mentions of the client’s products are never missed – even when mentioned on the social media accounts of advanced scientific journals, or by medical experts and scientists.
Additionally, because some advocacy groups and key opinion leaders/influencers communicate on social media in French, bilingual monitoring and analysis was required.
Other specific implementation elements of the monthly social media influencer report include:
- Engagement tracking: Engagements on each post such as reactions, comments, shares, and views are tracked to understand impact. When examining influencer activity, only original posts are included (not their retweets of others’ content) for a more accurate representation. Engagement is calculated by consolidating likes/reactions, comments, and shares/retweets of original posts.
- Influencer identification: Fullintel continually analyzes the social media landscape to identify new key opinion leaders, influencers, or advocacy groups making a significant impact on the conversation.
- Influencer categorization: To provide an even more nuanced picture of the social conversation, influencers are separated into key opinion leaders, top influencers, and emerging influencers based on profession. Patient advocacy groups have their own category.
- Innovative data points: Along with social media engagement and reach metrics, Fullintel also provides key topic data around each influencer and opinion leader, along with biographical data and clickable phone and email contact information for easy engagement. While the monthly report only shows details on the top five key opinion leaders, an appendix provides information on an extended list of the top 25 key opinion leaders.
Fullintel’s human-driven content collection, curation, and analysis – combined with a unique reporting approach, including classifying influencers by type and providing contact information – now provides a clear view of the nature of social conversations about the company and relevant subjects.
Not only does human curation and analysis allow the inclusion of important LinkedIn content – a platform not readily available on SaaS platforms – but it helps separate relevant information from noise and helps detect and highlight industry patterns and trends. Fullintel’s approach combines supervised automation for certain processes overseen by full human curation and analysis by media analysts to ensure relevance and accuracy.
The client’s communications team now has an easy-to-digest report it can use to track and analyze the impact of key opinion leaders, advocacy groups, and influencers talking about the client and relevant pharmaceutical topics. Thanks to Fullintel’s reporting schedule, the communications team met its goal of developing the ability to track its most impactful influencers, key opinion leaders, and advocacy groups on Twitter, Facebook, and LinkedIn.
This data is now used by the company’s communications and executive teams to evaluate key influencer sentiment and trends, allowing the team to quickly make adjustments or invest in areas providing the most value.