06 / Professional casePharma Reputation & Risk Intelligence
Being talked about a lot doesn’t mean it matters.
Every day I follow AstraZeneca’s digital reputation in the media and on social: what’s being said, where and what really deserves attention.
Personal reconstruction. Fictional, generic signals and examples. It doesn’t describe incidents, products or internal processes, nor any medical or pharmacovigilance decisions.
01 / Practical caseFictional example
Sort by volume. Then by relevance.
Eight signals from an ordinary day. If you only count mentions, the noisiest ends up on top. If you ask who’s saying it, where, about what and whether it’s new, what needs looking at ends up on top.
By volume, a meme ends up on top. Lots of noise, nothing to do.
Social media · relevance 4 of 4
Who Where Topic New
Little volume so far, but someone with reach is saying something incorrect, and it’s new. This gets looked at today.
02 / The challenge
In health, a mention can be noise or something that needs looking at today. The difference is rarely in how often it’s repeated.
It’s in who says it, where, about what and whether it’s new. And in saying clearly what we don’t know yet.
What makes a signal worth attention, beyond its volume?
03 / Methodology
Every day, with the same judgement.
Listen
Brandwatch and automated alerts across media and social. Every day.
Understand
Each mention with its context: who, where, about what and whether it’s new.
Decide
What deserves attention and what’s noise. And what we don’t know yet.
Build
Daily reporting and a monthly analysis of the conversation about products.
04 / Criteria
Four questions before interpreting. And a fifth, always.
01
Who’s saying it?
An anonymous profile doesn’t weigh the same as a news outlet or an industry professional.
Fictional exampleA comment from a user with no followers versus the same comment from a health journalist.
05 / My role
My part is spotting and giving context.
What I do
- I monitor media and social every day with Brandwatch and alerts.
- I log relevant mentions and prepare client reporting.
- Every month I analyse the conversation about products.
- I spot signals that are sensitive for reputation.
What I don’t claim
- The medical or pharmacovigilance assessment of those signals.
- Management or crisis decisions.
06 / Decision value
So what matters doesn’t get lost in what’s loud. And what we don’t know gets said.
Learning
Caution is judgement too.