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Social listening in pharma: Taking the Pulse of Patients and Digital Stakeholders – Inspiring Approaches and Best Practices
November 16, 2021 @ 1:30 pm – 2:00 pm
Speaker: Yannick Rieder, Market Research & Competitive Intelligence Manager, Janssen-Cilag GmbH
Convenor: An-hwa Lee, Director at Research Partnership and member of the LDC
Social listening has become an important data source for pharma to better understand patients and key stakeholders as they turn to social media to express their thoughts, opinions and interact with peers. The webinar will showcase a patient case study run in open forums in Germany in the area of Inflammatory Bowel Disease (IBD) and a second study which explored key topics of interest of a range of digital pharma stakeholders. It will also discuss the outputs of the different target groups, their level of engagement with social media and considerations for the research. Using the case studies the presentation will demonstrate the type of insights that can be gained from this research approach as well as challenges and limitations of social listening. Market researchers, marketeers, and those responsible for digital communication alike will get an understanding of best practices and how pharma can best utilise findings from social media listening to inform their marketing strategy.