Insights

Hyper segmentation: Reach HCPs with Twitter’s unique database

Like LinkedIn, Twitter is a powerful social media channel for reaching healthcare professionals. The fact that HCPs are well represented on both channels is perhaps the only similarity between Twitter and LinkedIn. Twitter is characterized as a short, concise and fast channel, while it is very common on LinkedIn to share extensive content. Twitter differs from other channels because of its real-time character. When something happens in the world, a lot of people check Twitter first, before other media. Twitter is therefore a perfect medium for companies to respond to current events or to bring out company news, for example.

Why Twitter advertising?

Twitter is a very interactive social media channel. In addition to reading and sending information, users on Twitter 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. Tweets spread quickly to the target audience if you have a large audience. Unfortunately, it often takes a long time to build a large community and to have HCPs see you as an authority. Therefore, use advertising and immediately reach a large audience. Essentially, there are three ways in which you can expand your follower count or generate greater reach through Twitter advertising.

Reach your target audience with hyper segmentation

Healthcare professionals like to use Twitter to obtain information in their own field. To keep abreast of new developments, they often follow, for example, companies or Key Opinion Leaders (KOLs) within 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 only interested in oncology but is very likely to work within this profession. In 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.

Experienced advertising specialists work at Medical Digitals who are happy to help you set up or optimize Twitter advertising campaigns. Don’t hesitate to contact us. Mail to info@medicaldigitals.com or call 020-3080208.

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