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BHBIA Combining Search Analysis and Social Listening to provide a 360-degree view of information needs

via Zoom
Friday 05 November 2021, 12.30 - 1.30pm

When it comes to online content, there is a general rule of thumb. 90% of users are consuming content online, 9% of users are sharing content and only 1% of stakeholders are generating content. 

In this session discover how to put traditional Social Listening Analysis in the context of Search Analysis data to unlock both the expressed and underlying information needs of Patients, to create better educational programmes or more focused omnichannel content. 

When trying to understand the information needs of patients, the answer isn't always clearly presented in online content. While social listening provides us with the expressed information needs of patients and caregivers, not all are actively articulating or expressing their questions and need for information. During a typical social media listening project, we are only able to identify a representative sample of the specified stakeholder information needs. The use of search analysis provides an additional layer of information to understand the underlying needs. 

Putting traditional Social Listening Analysis in the context of Search Analysis data provides a holistic view of the types of questions stakeholders have, either shared publicly on sites such as patient forums or social media or searched for different on Google. This enables both the expressed and the underlying information needs to be seen as well as the areas where we can add in more insight and create rich user-profiles and personas.


Jackie is Co-Founder and CEO of Convosphere, a London based firm which provides businesses and their agency partners real and actionable social Insights on their target audiences and markets from across the world using in-country analysts who understand the language, culture and business sector. Convosphere works with many agencies in pharma to harness the value of social media insight within healthcare research.

She has a background in Digital Marketing and Social Media Intelligence which spans over 15 years and 2 continents. She has an MBA in International Marketing and worked at Marketing Agencies and Management Consultancies before founding Convosphere.

Jackie advises businesses on how to create better customer and partner relationships by using social intelligence. Jackie has advised businesses of all sizes on how to apply social thinking to delivering improved and more effective relationships with a wide range of stakeholders, become more customer-centric, and help the organization make data-driven decisions with local and global insights.

We are very grateful to Jackie and Convosphere for sharing their time and expertise for the benefit of BHBIA members.

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