Digital culture insights: the signal pharma strategy can't ignore
About the Rising Stars Connect Group
The Rising Stars Connect Group supports emerging talent across healthcare business intelligence. Open to members with up to five years’ experience in the industry, the group provides opportunities to connect with peers, build professional networks, share ideas and develop knowledge in a welcoming and collaborative environment.
Focus of the session:
Today's patients don't just visit their doctor - they search, scroll, post and connect. Digital spaces are now a primary hub of healthcare conversation, spanning patient communities, medfluencers, digital search behaviour and a vast media landscape. Yet despite the central role digital culture plays in the patient journey, pharma is only just beginning to tap into it.
This session explores digital culture insight and why it's rapidly becoming an indispensable layer of understanding within pharmaceutical research.
Attendees will leave with a clear understanding of what digital culture insight is, how it's generated, and how it can be applied to provide strategic insight across the product lifecycle and patient journey, using a relevant case study for context.
There will be time, either during or at the end of the session, for Q&A.
Speakers
In this session, we are delighted to welcome our guest speakers from Unwritten; Claire Mottershead (Research Director) and Kate Reeve (Account Director).
Claire specialises in pharmaceutical and healthcare strategy. She is dedicated to broadening the use of digital culture insight across the pharmaceutical industry, drawing rich, unfiltered perspectives from a wider population than traditional methods reach.
Claire brings almost two decades of agency-side experience in primary market research and consultancy. She helps pharmaceutical brands build strategy and tackle their business challenges head-on, driving successful brand adoption.
Kate plays a central role in healthcare research projects and thought leadership. With extensive agency-side research experience and five years in-house at a media agency, she has spent the last six years specialising in social insights.
Passionate about pushing the boundaries of traditional research, Kate advocates for greater integration of digital culture understanding within the pharmaceutical sector.
A brief opening discussion on DE&I
The first 15 minutes of this session will be led by Xavier Fonder of Ronin and Lucy Snowball of Chiesi on behalf of the BHBIA DE&I Committee. They will introduce a new initiative to better understand what the next generation expects from the industry, both in how insights are generated and how organisations approach DE&I.
Online booking
BHBIA Rising Stars Connect Group meetings are free for members to attend. Please note you must be logged in as a member to book online. If you belong to a BHBIA member company but don't yet have a login, please register now to join your company's membership.