The democratization of social media listening in healthcare has been accelerated by the availability of relatively cheap tools that allow pharmaceutical and biotechnology marketers the ability to garner more data . . . but that’s all it is – DATA!
Marketers need information that is by definition ‘interpreted data.’ At ROF our focus with our Sentiment Analysis service is consistent with our level of evidence philosophy and is designed to elevate social media listening to marketing application. The ROF Engagement-Voyeurship Matrix is just one illustration of how we elevate social media listening to marketing application.
The matrix examines two core components. First, the Engagement Index looks at the volume of discussion relative to the prevalence of the condition. Second, the Voyeurship rate looks at the ratio of post views to the number of actual posters. By plotting these two indices on a grid, brand marketers are able to objectively examine the opportunity within their particular disease state.
This is just one of the ways that Return on Focus elevates social media monitoring to actual marketing application. If you’re a pharmaceutical or biotechnology marketer looking to get more than just data from your current monitoring work, let me show you how we can put the data to work for you, so that you have information to feed, support, and augment your marketing investments.