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The Social Insights Academy | Training webinar | Session 2

Understanding Key Focus Areas & Unmet Needs of HCPs

Our new interactive webinar series is designed to help in-house research and analysis teams stay ahead of the curve in marketing and social insights. Each training session offers expert advice, practical tricks, and hands-on guidance focused on a business domain with actionable insight into how to better social listening tools and digital research technologies.
Watch the replay and catch up on the Q&A from session 2 of the series, ‘Understanding Key Focus Areas & Unmet Needs of HCPs’.

Unlock the potential of social listening and gain a deeper understanding of healthcare professionals’ needs.

In today’s digital age, healthcare professionals (HCPs) are increasingly leveraging social media and online channels to share and access health-related information and experiences. How can you and your team equip yourselves with the knowledge and skills to harness this vast resource effectively?


By employing social listening, you can gain unbiased and cost-effective insights that go beyond the limitations of traditional research methods. Discover first-hand the invaluable potential of social listening when it comes to uncovering and interpreting conversational and engagement data generated by the HCP community.


During this session, Jackie Cuyvers addresses key questions, including how to leverage social listening to:


• Identify HCPs’ unmet needs, concerns and pain points related to specific treatment options or therapy areas

• Identify the HCP types engaging in specific conversations

• Uncover key emerging topics and trends within the healthcare industry

• Understand the perceptions of HCPs towards specific treatment options

Webinar Q&A

The engaging session generated lots of important questions from the attendees. Here are some of the key questions and answers from the webinar.

[Time stamp: 23 min 8 sec] Question 1: Can this data be used for persona development? 

Jackie’s answer: “Absolutely! Having this type of information you have the kind of quant-qual to be able to showcase the different kind of personalities to build those personas and the data to sit behind it to show you which is the larger kind of persona group.”


[23:38] Q2: What other data sources were used besides Twitter?

Jackie’s answer: “Other sources that were relevant were blogs, forums and some websites. The HCPs really were more prevalent on Twitter and that is because at medical conferences and congresses it’s one of the main communication channels. That being said, Twitter’s had so many changes. We have seen HCPs starting to migrate their their conversation around medical conferences and congresses to other kind of sites and platforms but they are trying to communicate with their peers so one of the places that they’re doing that still is Twitter. But increasingly we’re seeing more posts on places like LinkedIn. You can do HCP analysis on other platforms or closed groups, such as Sermo, which has conversations data as well as drugs rating data. But that’s at an extra cost and and all of the conversations may or may not be relevant so it’s worth taking a look and starting broad with the therapeutic area and then drilling down. But if you wanted to just ensure that you were only listening to HCPs then you could look at an HCP specific forum.”


[25:02] Q3: What are your thoughts about Threads?

Jackie’s answer: “So we have seen HCPs moving or at least setting up their profiles on Threads but we also saw them move to Mastodon as well so there is adoption by HCPs of these new social platforms but at this point I’m not sure how much access we’ll have to gathering the data from those different new and emerging social media platforms I believe they’re still working out API information with the different data providers and social listening platforms. There is more LinkedIn data access coming soon and so we’re quite excited about that. Because as I said we’re seeing this more and more HCP is also communicating and setting up information and sharing post-conference on LinkedIn at aesthetics and dermatology conferences and congresses. There’s also a large volume of conversation happening on Instagram.”


[27:23] Q5: How do conversations differ amongst HCPs on different platforms?

Jackie’s answer: “As you’d expect, Instagram is more visual so they [HCPs] are sharing photographs of themselves at medical conferences and congresses as well as sharing images of slides and presentations versus on Twitter they would be sharing a synopsis of key findings from a session or re-sharing trial and study results. So it’s it’s different types of conversations on different channels depending on kind of the the the objectives as well.”


[28:06] Q5: Can you narrow down HCPs by speciality?

Jackie’s answer: “Yes, you can narrow down the HCPs by specialty as they generally share that in their biographical information or other linked profile information.”


[28:23] Q6: Can you do this kind of analysis in multiple countries?

Jackie’s answer: “Yes. This isn’t just limited to the US or EU4 + UK. You can do this globally so that’s one of the benefits of social listening. You can do this in any market and language.”

More questions? Email them to!

Want to gain a deeper understanding of HCPs needs and opinions? Contact us today and we’ll help you out.