understanding HCPs needs trough digital listening

Are we listening? ?

Updated: Sep 11, 2019

Active listening is one of the most important communication skills. Can active listening be applied to a digital client? The answer is yes. It is not only possible it is a must. How do you do it right? We summaries the main thing for digital “listening” , than, whether you are a digital administrator or a product manager, make sure that it is implemented at work.

Digital listening - Listening to results In F2F meeting , When we talk to a doctor or nurse, one of the challenges is to “understand” what the person who is sitting in front of us does, and not only what he thinks and says, and therefore we hear him but "read between the lines", listening to his intonation and examining his body language si we can navigate the conversation.

When we work in digital we do not “see and hear” our customers looking at our ad or received an email from us, but we can "listen" to the result - did they open the email or not , clicked or not and what stopped them , or what content they shared, .

Digital listening is listening to results; At the same time, from many customers, in real time – this gives us an advantage and enables us to act efficiently and quickly in response to insights.

From active listening to quick listening Market research (qualitative and quantitative), information from the field sales team, advisory board, etc. are used by all companies to gather wide information. But now, in an era when digital investment is growing, we must ask ourselves :Do these tools provide us with sufficient quality insights on our digital channel activity and frequency that enables us to meet the competition in the digital space? • How do these tools serve us to gain insight into digital activity? • What is the quality of the insights received from these tools? • Are we sufficiently active to bring insights and feedbacks? • Is the frequency with which insights from these tools come true and appropriate?

We must honestly answer these questions and act if the answers show that improvement is required

The marketing world is characterized by rapid activities, short time response, rapid adaptation to challenges is required. If we want to be competitive we must ensure that we have the knowledge and the ability to use tools that enable accurate and fast collection of quality data in real time. Using digital as a platform for marketing research and data collection and using it as tools for measurement can give us the advantage we need.

From identifying gaps to quick action

We will use an example of a product in launch to demonstrate the use of simple tools that enable fast and high-quality data collection. Before launching the drug we want to know, among other things, how competing products are perceived, what advantages and characteristics are important and how competitors use different media and platforms. At this stage data is collected from several sources throughout the launching preparation period.

At the product launching and entry stage, we want to monitor all activity accurately and get as much performance data as possible (KPIs) to know what changes we need to make if any.

First, we will improve and maximize data received from digital platforms in which we are already operating.

We will closely monitor the digital activity we have initiated: first we define what data we want to receive and how often (depending on the channel). We observe whether we need to be more active in order to obtain more quality data. For example, should we add a short and simple, though meaningful data-wise question in the description of a video?

At this point we add this additional tool, it does not have to be expensive or new technologies. Here are two easy-to-use ways for quickly collecting information in real-time: • Listening to social networks: Listening to social media can be an important source of information throughout the entire life cycle of pharmaceutical products and there is no need to be group managers on Facebook or a forum (and these are subjects that require an article in itself). There are enough platforms around the web that give space to the questions and opinions of medical staff or patients. tracking “Share of voice” tracking and feelings about the product can be early indicators of marketing. . • Search keywords: Search keyword research can help us better understand the audience by searching on Google. This enables us to identify concerns, objections and interests.

In conclusion Effective digital listening is a basic and necessary skill for effective action. It helps us identify the gaps in marketing and act quickly accordingly. This can be learned and implemented within a short time.

In order to do this effectively we must: • Define what to "listen" to - define what data we want to receive and monitor. • Use digital platforms that allow high quality data to be received quickly. • Be active in receiving data and encouraging feedback. • The activities results reports should become routine, and available to all, active, updated, and accessible to all.

This post has been translated from Hebrew

Consulting and project management for the healthcare sector.