Understanding the Patient Journey by Leveraging Social Insights

Introduction

RILA GLOBAL CONSULTING, a boutique social listening agency, collaborated with the Anti-infectives team of the world's largest pharmaceutical company to leverage social listening and gain insights into the patient journey surrounding antimicrobial therapy in the Gulf region.

Objectives

The pharmaceutical client aimed to comprehend how the topic of anti-infectives was discussed on social media in the Gulf region, gaining insights into patient and public perceptions of antimicrobial therapy. They also sought to identify patient support groups actively engaged in conversations related to antimicrobials.

Solution

RILA GLOBAL CONSULTING, in collaboration with the pharmaceutical client, implemented a comprehensive social listening solution tailored to their specific needs.

• Social Listening Monitors: We created social listening monitors in both English and Arabic to capture relevant discussions surrounding anti-infectives originating from the Gulf region. These monitors were designed to gather data from various social media platforms, enabling comprehensive coverage of patient conversations and perceptions.

• Data Analysis and Reporting: The social listening monitors continuously crawled and collected the relevant information, providing a wealth of patient insights. RILA's team analyzed the collected data to identify trends, sentiments, and key themes related to antimicrobial therapy. This analysis formed the basis for actionable insights, which were compiled into PowerPoint reports.

• Recommendations and Training: The PowerPoint reports encompassing data analysis were delivered to the larger global Anti-infectives team. RILA provided strategic recommendations based on the insights gained from social listening. Additionally, RILA's partners in the Gulf region received training on how to independently utilize social media monitors to continuously gather and analyze patient insights.

Outcome

• In-depth Patient Insights: Social listening allowed the pharmaceutical company to access patient experiences and sentiments that are often not openly discussed. By analyzing anonymized profiles and online conversations, the company gained a deeper understanding of the patient journey, including their challenges, treatment preferences, and perceptions of antimicrobial therapy.

• Identification of Patient Support Groups: The social listening data helped identify patient support groups actively engaged in discussions related to antimicrobials. This information was valuable for the pharmaceutical company to foster partnerships, provide resources, and engage with these groups to better support patients on their treatment journey.

• Publication and Recognition: The insights gained from social listening and the subsequent analysis were utilized to create a medical paper. This paper was successfully accepted and presented at the ECMID2022 conference, enhancing the company's reputation as a thought leader in the field.

• Continued Innovation: The Anti-infectives team continues to leverage the social listening monitors and the insights gathered to drive ongoing innovation. By monitoring conversations and staying updated on patient perceptions and emerging trends, the team can adapt its strategies, develop tailored solutions, and improve patient outcomes.

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