Having started analyzing healthcare social media discussion, particularly on discussion boards and blogs, in early 2003 for listening and learning purposes, share of voice (SOV) has always been an interesting metric to evaluate.
Clients tend to live in a brand-centric world and expect that conversations for any particular disease state revolve around pharmaceutical treatments. More often than not the volume of disease state discussion dwarfs actual treatment discussion, regardless of brand.
However, this is not a hard and fast rule. I recently completed a Sentiment Analysis for a Brand that had a tremendous SOV compared to the overall category discussion. The Brand Social Media SOV was 15%. This means that for every 100 messages within the disease state, the Brand was mentioned in 15 of those 100 messages.
To truly appreciate the magnitude of this statistic, you would need to know what the average is for this metric across a number of disease states. In addition, you’d have to then layer in the sentiment of the Brand SOV to start to complete the picture. If you want to know more about your Brand SOV, post back or drop me an email. What you find out just might surprise you.