Having recently attended several rounds of market research, I am (once again) questioning what truths are revealed.  What I do find very revealing are the unsolicited opinions that are being voiced outside of market research facilities — and across social media.

One of the many ways that we immerse ourselves into a client’s business is by monitoring what people are saying about their company, their healthcare brands, and their competitors’ brands.  Social media search engines — including Social MentionOmgili, WhosTalkin, and Samepoint— are excellent resources to “hear” what consumers, patients, and healthcare professionals are thinking.  We also “listen” by monitoring relevant communities, message boards, and forums.

I am not saying that market research does not provide important insights.  It can.  But the level of honesty from people who share their emotions, desires, and frustrations on these social media networks often transcends what I hear from facilitated focus groups.  It’s also a reason why companies like Radian6ListenLogicSAS®, and others are staking their futures on providing healthcare marketers with in-depth, drilled-down social media analytics.

We at The Core Nation have always been driven by the search for truth, wherever it can be found.  Listening is a fluid process and requires being open to everything that we hear.  Because when brands speak honestly to people in ways that resonate from the head to the heart, you build enduring trust.

There is no greater truth than that.

 

SAS is a registered trademark of SAS Institute Inc.

Ken is a great deal more than just the president of a medical communications company. He is something of a hybrid. He’s part marketing manager, part creative director, and part copywriter. To the chagrin of his peers—but to the delight of his clients—Ken is a consummate perfectionist. As a former creative director for a high-end consumer agency, he challenged his creative teams to go beyond the mundane to produce work with real creative impact, something he’s just as fervent about today. From producing and directing TV commercials, to launching DTC and Rx-to-OTC switches, Ken brings his clients a world of experience in OTC pharmaceuticals as well as business, lifestyle, and high-end consumer products and services. Whether huddled with clients behind a mirror in a market research center in Houston, facilitating a strategic workshop in Madrid, or developing a global campaign either in the New Jersey or California office, Ken is always fully engaged, bringing “bestness” to all areas of his hectic but full life.