With the implementation of Meltwater's search operators, GSK saw a decrease in research turnaround time from 2 months to about 2-3 weeks. This report was formerly a time-intensive and bespoke process, which became more streamlined with the new operators. With less time spent on analysis, GSK was able to effectively reach 2.3K healthcare professionals.
Dentists and hygienists proactively post information for their followers and respond to individual questions, serving as the voice of reason for those inquiring about dental procedures. For this reason, positioning them as influencers provides people with a trustworthy source of healthcare knowledge.
The saved search library in Meltwater Explore was a vital tool that gave GSK precision data from an on-demand community of healthcare professionals on Twitter. It allowed for them to gather leading insights from young and more digitally-savvy professionals as they move from their healthcare training to become the next big players in the real world. The result was a blueprint that they’ve successfully applied across their 20+ US brands to help create groups of healthcare professionals for potential business partnership opportunities.
Source: Meltwater Explore, Jan 2020 - Feb 2021, retrieved March 2021.