4 reasons to monitor tweets, podcasts and more
With everything busy marketers and MSLs have to manage — attending conferences, meeting KOLs, planning campaigns, scheduling ad boards (more on that in a minute) — why bother with social media?
Today, we’ll share four reasons why you should follow HCPs on Twitter, YouTube and other platforms.
Let’s get to it.
1. Free insights
On social media, HCPs love to discuss exciting studies, treatment algorithms and more. Twitter polls can include 20+ replies from HCPs sharing their perspectives. Many of these replies represent insights.
As one medical director pointed out: "Social media gives you free insights. It’s like having an extra MSL."
Dr. Ben Derman at UChicago Medicine with a popular Twitter poll:
2. Unbiased market research
With conventional market research, HCPs are paid to share their opinions. On Twitter, they share their opinions freely and openly.
A medical director shared: "We expected our PIs to tweet about our study, but we also saw posts from other HCPs unaffiliated with our company. HCPs were genuinely excited about our data in an unbiased way."
Dr. Eleonora Teplinsky at Valley Health System posted live video from ASCO:
3. Virtual ad boards
Traditional ad boards have a start date and end date. In contrast, social media is a constant stream of information, one that ebbs and flows as new data is released.
An MSL director explained: "It’s like a virtual ad board, but you don’t know what the topics or questions are. With podcasts, you get the topics and comments all in one. Free guidance, with no payments."
Dr. Jack West at City of Hope and Dr. Vinay Prasad at UCSF enjoy a spirited discussion on ADAURA, KEYNOTE-189 and more:
4. Discover the unexpected
Social media can surprise us with an inspirational post or meme.
A VP medical affairs shared: "Amazing things can come from Twitter, but you can’t plan for it and you don’t know when it’s going to come. You just have to be there."
Dr. Melisa Wong at UCSF with a heartfelt post: