Measuring Everything: Contextual Tagging Drives Success for Medical Technology Firm
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.
At a glance:
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.
Through process design and team training for industry context, Fullintel’s analysts were tasked with meeting the following objectives:
- Provide total brand measurement and comparison through Fullintel’s Media Impact Score (MIS) to help steer the client’s media planning.
- Provide insights related to both negative and positive coverage, dissecting volumes between both, around nine sub-brands.
- Evaluate executive voices to identify outsized reach and draw comparisons to spokespeople.
- Sentiment analysis to understand risk across each sub-brand.
- Evaluate regionality across four geographies (North America, APAC, EMEA, and LATAM).
Fullintel’s strategy combined human traditional and social media curation and monthly/quarterly reporting powered by a series of qualitative and quantitative metrics and insights, including MIS, sentiment, and reach by sub-brand.
This was augmented by a multi-tenant instance of the Fullintel Hub real-time intelligence platform, which allows users from each sub-brand to view granular data pertaining only to their region (along with receiving top-line analysis).
Fullintel’s strategy was underpinned by an analyst-curated campaign report, delivered monthly and quarterly, to compare owned and earned media coverage surrounding the company and its competitors. Fullintel also provided in-depth perspectives on influencers who affected the company’s communications efforts, and deployed our MIS score to benchmark coverage across all brands and competitors.
To avoid excess noise or missed content, all curation and analysis is conducted manually with some automated assistance. This hybrid approach is how we provide deep intelligence from LinkedIn and other social and traditional sites that cannot be monitored using SaaS tools alone.
Specific implementation elements and deliverables included:
- Multi-tenant tooling: Fullintel employed multi-tenant tooling in Fullintel Hub to provide greater data segmentation by audience. Each business group could access its data with more granularity than in the top-line reports.
- Tracking owned/earned traditional and social media: An overall analysis of owned and earned traditional and social media coverage, including from all influential social media channels.
- SOV analysis: Multiple layers of SOV analysis to compare client sub-brands in traditional and social media, in addition to competitive SOV from both top-line and sub-brand perspectives. This provides a greater depth of understanding of total brand performance and benchmarking for internal and external brand management.
- Media Impact Score: MIS was used to measure coverage quality. The metrics and their respective scores used for the calculation of MIS for traditional media included outlet tier, sentiment, prominence, and other metrics.
- Contextual tagging: Fullintel tagged content for a wide assortment of entities, including spokespeople, brands, issues, regions, competitor brands, authors, media type, and channel.
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.