Reach HCPs with Twitter’s Unique Database

Twitter is a very interactive social media channel. In addition to reading and sending information, Twitter users often engage in conversations with each other. For example, some HCPs share or comment on tweets from key opinion leaders, or ask questions to colleagues. As a company in the LSH sector, you can also be part of this conversation. Even if you do not have a large follower base yet. By advertising on Twitter you can still reach a big part of your target audience.

There are a couple of different ways to advertise on Twitter. Below, we will elaborate on three formats that are often used by LSH companies.

Promoted accounts

You can use this advertising format to generate new followers. This ad format provides suggestions to Twitter users to follow new, interesting accounts. If you choose this form of advertising, your account (in combination with a short description) will appear in the timeline of your target audience.

Promoted Tweets

Trend takeovers

The last format of advertising is trend takeovers. Contrary to the previously discussed advertising formats, trend takeovers are not displayed in a user’s timeline but on the Twitter homepage. This homepage shows the top 10 topics currently widely discussed on the platform, also called trending topics. Promoting trends makes it possible to “buy” such a trending topic. On a desktop, you will find the trending topics on the right side of your screen. Users who click on a trending topic will see many different tweets related to that topic. A sponsored tweet from an advertiser always appears at the top of the search results.

To keep ahead of new developments, healthcare professionals often follow companies or key opinion leaders (KOLs) in their industry. At Medical Digitals, we use a technique that allows us to map out which KOLs, companies or news media an HCP follows on Twitter. By applying this technique, we can determine with great certainty to which professional group a Twitter user belongs. We can explain this with an example:

● A user follows FDA Oncology, Society of Surgical Oncology and Oncology Advance; these are several news sites about oncology.

● In addition, this person follows two pharmaceutical companies active in the field of oncology.

● This person also follows Gordon Freeman and Paolo Ascierto, two leading oncologists.

Based on this data, we can conclude that this person is not just interested in oncology, but is very likely to work in this field. This way, lists of relevant persons are created, which we manually enter within the “advertising interface” of Twitter. We can also use the information we obtain via Twitter to reach HCPs on other social media channels.

Our experienced advertising specialists at Medical Digitals would be happy to help you set up or optimise Twitter advertising campaigns. Don’t hesitate to contact us. Mail to info@medicaldigitals.com or call 020-3080208.