3 tips to help you activate and engage HCPs
After our post on creating social media reports at ASCO, some of you asked how marketers can use Medical.watch. We've got ideas. 🙂
Let’s get to it.
1. Refine your marketing strategy
Social media gives you a window into HCPs’ attitudes and perceptions. These insights can help you optimize your strategy and communications by surfacing issues that could impact your efforts. With social media insights, you can run better campaigns.
"Social media insights can help inform your media strategy. For example, if there's a new approach to dosing or biomarker, this can inform our key messages and tactics." – global marketer, Sanofi
You can also use HCP posts to improve your message journeys. With luck, you may even see your messaging reflected in your HCPs' posts!
"We’re seeing engagement in some segments but not in others. I'm always looking for content to help drive engagement for certain segments." – associate marketing director, Merck
2. Develop your HCP engagement strategy
Social media insights can help you profile and target your HCPs. When HCPs mention your product, you can see if they're advocates or detractors. You can also see who liked, retweeted or replied to their posts.
Sometimes, you'll discover HCPs with high influence and many followers. These HCPs can amplify your messages and sometimes drive referrals. To take action, you can share a link to the HCP’s profile via email.
"A key goal is to profile and reach our growth audience. We're always trying to figure out how to unlock this group of doctors." – senior marketer, Janssen
3. Enhance your patient strategy
Social media insights can improve your patient strategy. If you're creating tools to help patients manage their disease, you can review HCP insights to understand key challenges and potential barriers, as well as optimal outcomes.
You can also use insights to develop campaigns based on a patient case.
"When we see an interesting patient case, we can work with the doctor to create an advertising campaign around the case." – global marketer, Menarini
Bonus tips:
To improve your message journeys, use real-time data on which HCPs mentioned your products or competitive products.
If HCPs won’t meet F2F, try to engage through another channel like social media.
If HCPs are interested in your product and potentially able to prescribe, they may be early adopters. Reach out and let them know about access.
If you see questions or concerns from HCPs, you can run studies to validate (or invalidate) the concerns.