If you're already following HCPs on Twitter, what should you look for? How do you find insights? Read on for suggestions...

First, search Twitter for key words or phrases based on your brand strategy. For example, if your disease category is lung cancer, try searching for "EGFR," "NSCLC," "PD-1" or your product name.

Since HCPs typically use the generic names of products, make sure to use the generic name and not the brand name.

You can also search for a study such as "ALEX" or "KEAPSAKE."

Next, scan the tweets and replies matching your search term. Look for positive terms such as "exciting," "impressive," "interesting," "practice changing" or "standard of care."

If an HCP uses these terms, he or she may be a potential advocate.

Here's an example from Dr. Duilio Rocha Filho, a medical oncologist specializing in breast cancer:

Duilio Rocha Filho @duiliorocha_onc

Ph 3 KEYNOTE-811: Chemo + Trast + Pembro vs Chemo + Trast + Placebo for HER2 +ve gastric/GEJ cancer ⬆️ORR: 74% vs 51%, P = 0.00006 ❗️Practice changing study 🤔Survival data needed 🤔What if PD-L1 negative? #ASCO21

5:48 PM ∙ Jun 4, 2021

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Viewing positive tweets can also help you determine whether HCPs are considering a change in practice. For example, if a competitor announces similar (or stronger) efficacy but with safety concerns, will HCPs continue to use your product? Or switch to the new competitor?

If you find tweets, retweets or replies indicating that HCPs may switch to the new competitor, you can quickly implement new tactics or a change in strategy.

Also, you can look for negative terms such as "did not improve OS," "did not meet primary endpoint," "failed" or "not superior."

Here’s an example from Dr. Leticia De Mattos-Arruda, a medical oncologist specializing in breast cancer:

Leticia De Mattos-Ar @demattosarruda

👆Adjuvant Escalation: Kaitlin (TDM1 not sup to THP in HER2+high risk); SYSCCU-001 (capecitabine better than observation in TNBC) 👇Adjuvant DEscalation: TRAIN-2 (anthracycline no benefit in HER2+ neoadj) #breast cancer @ASCO #ASCO20 #bcsm @OncoAlert

3:35 PM ∙ May 30, 2020

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How to share tweets with your team

If you find a positive tweet from your HCP, copy a link to the tweet. Share the link with your team and include potential implications and recommended actions such as consulting, speaking or other partnership opportunities.

If you find a negative tweet, consider reaching out to the HCP to address his or her concerns.

Tip: when sharing tweets, use the HCP's full name so you can easily search for and find it later (for example, "Here's a tweet from Dr. Solange Peters…").

Got a suggestion for finding insights? Please share!

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