This story centers on adverse event reporting and social listening, and discusses how UCB embraces AEs during its listening programs (you don't have to, there are options -Ed.).
“…but you’re going to find things as you go through, and the intention we’ve taken is not to avoid adverse events but to rather embrace them as a point of understanding the landscape and getting insight from patients.”
– Greg Cohen, associate director, global strategic marketing (multichannel) at UCB
UCB runs the Epilepsy Advocate program and page on Facebook with almost 200,000 followers (yes, it’s “likes” on Facebook but that terminology simply doesn’t work -Ed.). They don’t look to social listening directly for ROI, instead they treat it as a deep insight activity:
“I’ll be the first to tell you I can’t prove we drive sales or derive revenue because that’s not the purpose of those communities,” Cohen said. But, “I can drive it back to really deep insights. I can drive it to really cool programs that we’re going to be able to do in the short term as well as some longer term.”
Also, some data from IMS was discussed at the talk:
- 8% of brand managers are planning or doing social engagement
- 46% (approximate) are listening but not participating
- 46% (approximate) are doing nothing with social
For other marketers the writing is on the wall: listening is available to gather insights, and engaging is where the real activity is.