relevance of digital intelligence derives from the fact that patients are more likely to go onlinethan calling or
visiting their GP. They consume, engage and are influenced by digital content,
and patients bring their opinion to the consultation, ultimately driving
prescriptions through patient requests. The question is how we activate this
digitally proficient patient behavior in terms of defining a digital strategy?
we do that through our methodology called Digital IQ. The methodology structures
what people say, what people search for, and translates the findings
into a digital voice of the customer.
Next, we evaluate what content is offered to match the voice of the customer.
This allows us to make a gap analysis and define specific digital opportunities
which can be written into digital strategy.
social media it is crucial to identify conversations between patients, rather
than those stemming from a recirculation of PR messages, top line news stories
or financial news. At Vertic we call the former conversations User Driven and
the later type of conversations Media Driven. By analyzing User Driven
conversations, we can drill down on patient experiences and perceptions, e.g.
those related to symptoms of a specific disease, unmet needs, variation between
product understanding, and much more. By looking at the fabric of search
behavior, we can supplement our understanding of those patients how do not engage
directly in social media, but rather browse and consume social media content.
above, being the foundation for a digital strategy, the Digital IQ can help us in
the following areas:
In the pre-launch:
Unmet needs (payers)
Perception of existing products
Patient opinion leaders/KOLs
of pre-launch com.
- Product perception
Share of Voice
Impact of communication
Calibration of messaging strategy
Questions and comments are always welcome. Please contact Mikkel Arnoldi at email@example.com