Continuing our discourse from Tuesday, let’s review another real use case.
Today, we will focus on the Dental Health Care Provider (DHCP) audience.
Business Objective
Identify and categorize online stakeholders who are Dentists or Hygienists into communities to better understand how they advise their clients and followership
Context
What you’ll see below is our first take at setting up the DHCP query. The community we found has been a significant source of insight for our expert team and, as a result of our findings, we’ll be updating the set up. More of that later but this is your reminder to keep reviewing and refinding your queries - markets, preferences and consumer behaviors change - we need to stay on top of it!
Our key task in this instance was to understand what role the DHCP plays online, and are they driving the preventative care conversation online.
Step 1 - Building the query & categorizing the tribe members
Using the same bio: operator technique as with the Hispanic Trendsetters, we set out to identify our audience of interest.
To start, more obvious keywords, including “dentist”, and less obvious ones like “DDS” or “RDH” helped us isolate the community members. Knowing our process to categorize audience works, we followed the same steps again to enable an ongoing stream of data and insights from this audience.
You’ll notice the inclusion of “mobile app” and “health app” keywords. This is where context is hugely important. We know that telehealth and DIY wellness (or at-home care) were huge during COVID, and continue to be prominent today. Consumers access information from their phones constantly and I wanted to see if our professional tribe were picking up on this trend.
Step 2 - Identifying topics of interests
Once the tribes are built, sky (and the technology to an extent) are the limit when it comes to what you can learn. For us, it’s important to understand topics of interest, as well as potential trends forming.
Depending on the brand team’s priorities, we investigate specialty topics, including telehealth or 3D printing (yes, very relevant to this audience!) - to see how we can improve our relevance. Other themes our target consumer actively engage with include:
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Frequency of check ups
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Managing plaque build up
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Mouthwash recommendations
These, and more, sync directly with our product offerings, and provide wealth of information when it comes to increasing audience engagement, both online and offline.
Step 3 - Identifying brand advocates and boosting sales
At the beginning of this journey, our key focus was on dentists and oral surgeons. Our hypothesis was that these individuals would be best to promote and advocate for brands such as Sensodyne, Parodontax or Pronamel. As the results kept coming in, and my team dived deeper into relevant conversations, we uncovered a new, specific cohort we should prioritize - hygienists. Whilst dentists, in majority, center their online activity on promoting their own businesses, hygienists engage in meaningful conversations with patients, offer advice and bring comfort! We are revising our query to capture that nuance and influence our social strategy.
Whilst we don’t really use dentist-led conversation to improve our brand and social strategies, this tribe proves to be beneficial in a different way.
All of the insights we’re pulling inform our salesforce - a huge win for the team! As the makers of Sensodyne and Pronamel, we’re key influencers ourselves when it comes to oral health and a big chunk of sales comes from dentist recommendations. Identifying those best suited for our brands is how we can directly impact financial growth.
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What do you think about our approach?
As a key takeaway today, I’d stress the importance of reviewing results and refining your queries if a new trend pops up. Remember the point of building trust within the organization? This is how - by ensuring you stay relevant and provide insight that truly represents the consumer.
