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Watch on-demand: Understanding HCPs

Historically, there has always been a disconnect in the way that healthcare professionals and non-HCPs talk, and think about everything – from medical conditions and diseases, to drugs and clinical treatments to side-effects, and so by understanding these differences, pharmaceutical organisations can adjust the way they communicate with these people.

So, on June 30, we were proud to launch the first of Relative Insight’s Spotlight Series webinar events, hosted by healthcare expert, Alex Sotherton with guests James Serginson from Chameleon Communications and Ipsos‘ Reena Sangar.

The event delved into a whole host of insights we’ve discovered about how to better understand HCPs, by investigating how they speak around a wide-ranging variety of topics.

Additional supporting materials:
Case study: How patients and HCPs talk about non-adherence
Case study: How radiotherapy practitioners talk vs their patients
Blog: Comparing how the top five US pharmas use Twitter to communicate
Download the slides from the webinar

Topics covered:

  • How do HCPs in different specialisms discuss the same disease?
    A new treatment option for a chronic disease was launching which could be prescribed by HCPs of various specialisms. We were interested to find out how each set of HCPs talk about the condition, and if there is a linguistic trait that distinguishes them?
  • Who are the new key opinion leaders in a rare disease and how do they engage professionals online?
    A pharmaceutical brand had created a new treatment for a rare genetic disease and needed to identify KOLs in similar fields to raise awareness and become advocates. By analysing online voices, we were able to identify new advocates and specifically profile them for specific roles.
  • How do HCPs and patients talk about non-adherence?
    In order to create a strategy encouraging patients to remain on their prescribed medication, we needed to understand the factors that were causing them to be nonadherent. These themes were crucial to shape messaging for HCPs, and comms for pharmaceutical companies.