MARKETING
Case Studies in Social Media Listening Major companies are improving performance through what they hear By Greg Cohen, Associate Director, Global Marketing, UCB and Siva Nadarajah, GM Social Media, IMS Health
The rapid spread of social media has created rich opportunities for pharmaceutical companies to access unfiltered, organic insights into how patients and other stakeholders perceive and interact with brands, or experience and manage associated diseases. It also provides a new channel for engagement with the industry’s fast-expanding customer base. While some social media dialogue may appear to privilege a vocal minority, companies can ill afford to ignore inputs that may have rapid and far-reaching consequences for brand and corporate integrity, targeted investment, and competitive advantage.
39 | HS&M OCTOBER/NOVEMBER 2016
