Social Media Listening: Insights from Healthcare conferences

Healthcare conferences provide unique opportunities to gain first-hand insights from otherwise inactive HCPs on social media. Before, during, and immediately after large congresses, HCPs share their thoughts on the results of clinical trials, product usage, and more on Twitter and other social channels.

Using social media listening technology, AplusA analyze the conversations surrounding large healthcare events. We use our expertise in traditional analysis, to share relevant insights on products, topics, and, trends to healthcare marketers. 


Social media listening ESMO


What types of information about real life healthcare industry events is it possible to gain from social media research?

Combining social media listening software with our expertise in traditional market research we identified several different types of information around ESMO 2019 relevant to healthcare marketers. By analysing the conversations happening around the event, we are able to gain an overview of the most frequently discussed topics.

Share of voice

Social media listening software enables us to discover the share of voice around a brand, product, therapy area, or topic at a conference. 

For example, at ESMO 2019, the top three cancers discussed on social media during the conference were

  • Lung 21%

  • Prostate 19%

  • Breast 18%

HCP Tweets

"Promising results of #olarib in #ProstateCancer with #HRR mutations! Don't forget that #BRCA2 & #gene #mutations can be #germline with #family implications."

- Dr. Alvaro Pinto - Oncologist

via Twitter


"Olaparib, a new SOC in mCRPC with at least BRCA2 mutations? Is this the end of the sequencing therapy age in prostate cancer? #ESMO19 #Barcelona

- Dr. Sergio Vasquez - Oncologist, Head of Oncology at Lucus Augusti Hospital

via Twitter


"#esmo19 olaparib + bevacizumab + chemo should be a new standard of care in the first line treatment of ovarian cancer

Dr. Shannon Westin - Gynecologist Oncologist

via Twitter


Sentiment Analysis

Sentiment analysis gives an indication of whether the conversations surrounding an event, topic, or product are positive, negative, or neutral. In the case of ESMO 2019, the analysis we conducted showed that the sentiment was:

  • 23% positive
  • 76% neutral
  • 1% negative

Most mentioned clinical trials

Which trials are at the forefront of conversation at the biggest healthcare conferences? At last year's ESMO, these were the three most mentioned:

  • PROfound trial - phase III trial of olaparib vs enzalutamide or abiraterone for metastatic castration resistant prostate cancer.

  • PAOLA trial - phase III trial of laparib plus bevacizumab as maintenance therapy in patients with newly diagnosed cancer

  • Mediola trial - phase I/II trial of olaparib + durvalumab in patients with advanced solid tumors

Social media listening in the onco-hematology market 


For more in-depth examples of social media listening in the context of the onco-hematology market, download our latest eBook on the DLBCL market, including patient journey insights from social media analysis. 


Read the DLBCL eBook


For more information on our social media listening services, please contact us here.


Source: AplusA study 2019/2020