In the pharmaceutical ecosystem, innovation and efficiency are very important for the successful marketing and selling of products. In such an environment, SSoV (Scientific Share of Voice) has emerged as a Key Performance Indicator (KPI). SoV Share of voice, helps one quantify the reach of a brand and its product and marketing strategies that have been created solely to get reach. But, the dynamic age of innovation has forced the pharma industry to shift to Share of Mind. 

Though the shift was a need of the hour does not mean that we have completely let go of Share of Voice, because it is still efficient in the initial stages of product marketing.

What is Scientific Share of Voice and How does it become a Key Performance Indicator? 

It also holds a significant hold on decisions that affect communication strategies. SSoV is a specificity of SoV, it measures a company’s voice within scientific rubrics, like publications and discussions, in comparison to its opponents. It looks into the company/brand visibility within the scientific community. It also holds a pivotal role in strategic decisions and engagement initiatives particularly targeted towards HCPs and medical researchers. 

An efficient Scientific Share of Voice strategy includes various factors like the frequency of publication, citation, social media engagement(especially since we live in the era of SNS), etc. A meticulous analysis of these data will help brands gain insight into their position in the scientific community, and based on this position they can tailor-make marketing strategies to increase or maintain the position. 

Once you figure out, what went wrong and how you can get onto fixing it by tailoring content based on the data gathered like HCP preference, industry trends, competitor data, etc. The opinion of KOLs (Key Opinion Leaders) holds weight in a health field, or any field for that matter. So, connect with KOLs through social media.

The data insights will also provide information on the area of weakness and provide opportunities for improvement, strategically. As the world is getting more competitive and companies are trying to maximize their impact in the pharma industry the role of KPIs, like SSoV, become very important. 

How do Digital tools play a role in SSoV? 

But, understanding and efficiently making use of Scientific Share of Voice is not an easy task, for this purpose companies can make use of platforms like Multiplier AI which offers digital tools and AI-powered solutions that help analyse a wide variety of data, including journals, online discussions, social media, etc. The analysed data is used to identify trends and create insights, which can be easily assessed. These insights are further used for personalised and targeted communication strategies. If AI-powered solutions are not available, this process becomes extremely time-consuming, if not impossible.

In conclusion, SSoV and AI-driven digital tools allow pharma companies/brands to get insight into their reach in the scientific community, and thus help create better engagement strategies.