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Jan 1

What you should do when HCPs don't mention your study

3 tips to get DOLs talking about your data release

Ever feel invisible at a party? Like everyone is happily talking with everyone else, but no one sees you? 


Sooner or later, this happens on social media. HCPs will excitedly post about another company's data release, but overlook your study. 🙁


Today, we'll share 3 things you should do when HCPs don't mention your product or study on social media.


Let's get to it.


1. Determine the underlying reason

Figure out why HCPs aren't posting about your study. How to do this? Just ask!


Reach out to your HCPs privately. Ask if they're open to a conversation.


If they agree, ask what drives their posting activity. Listen and show empathy. Try to understand their point of view and ask open-ended questions. Don’t comment on their answers unless you're asked.


Remember, digital opinion leaders are always looking for engaging content to share with their audience. Typically, this means new biomarkers, diagnostics or studies. Other options include disease education, patient education and other resources.


If it's relevant, share your organization's scientific updates with your DOLs. Let them decide whether to post (or not to post).


For more, see our post on How to work with digital opinion leaders.



2. Develop your relationships with DOLs

Continue building relationships with digital opinion leaders who are active in your disease area. Consider working with newer or emerging DOLs who can become influential in the future.


Most often, HCP posts are driven by data releases. Exciting or unexpected data generates the most social media activity, while uninspiring data generates less activity.


If you're planning a data release, reach out to your DOLs in advance. Ask what questions they have and what types of data might be interesting. Maybe your DOLs would like a different cut of the data? 


If you're not planning a data release, ask what their interests are. If it's appropriate, invite your DOLs to an ad board or CME program. 



3. Post from your Medical Affairs account 

Create social media accounts for your Medical Affairs team and post often.


In your posts, focus on disease and patient education. Don't forget to add hashtags for biomarkers and diseases like #EGFR and #NSCLC.


Why is this important? 


Everyone has a story to tell. By posting on social media, you can ensure that your scientific message is reaching the HCP community.


Remember, you want DOLs talking about your study. Let's go!



 

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