New platform allows pharma to tap into collective intelligence of millions of HCPs on social media in major therapy areas

A leading digital insights consultancy has unveiled a new platform that offers pharmaceutical companies a window into the real-time online conversations of healthcare professionals worldwide across any and all disease areas.

HCP Voice, an all-new database developed by Creation Healthcare, distils the social media conversations of millions of online HCPs in individual therapy areas, allowing users to assess - in real time - how HCPs are discussing major new treatments, clinical trials, evolving practices, individual pharmaceutical companies, and global congresses.

The platform is aimed at enabling the largest healthcare players to optimise their HCP engagement strategies, tailor their marketing delivery, and develop a deeper understanding of where HCPs stand on key developments and challenges in healthcare.

Launched in a recent webinar demonstration in the type 2 diabetes therapy area, Daniel Ghinn, CEO of Creation Healthcare, said the platform will show users “what matters right now to HCPs all over the world.”

Conversation Overview

The platform offers users a suite of tools with which to explore HCP conversation across any and all therapy areas.

It begins with a broad overview of HCP conversation: the total number of HCP posts, the number of authors, and the number of product and manufacturer mentions over the previous 12 months. The platform is updated monthly, and also allows users to filter to shorter time periods within that window.

HCP Voice enables users to examine the peaks and troughs in HCP conversation, with summaries highlighting the key discussion topics online in each given month - such as treatment, awareness and education, and research and data.

It also further refines insights by filtering conversations according to HCP specialisms, offering pharmaceutical companies the opportunity to see which roles are particularly active on social media. For each HCP specialty, conversation is again filtered by the key topics in discussion.

In the live demonstration in the type 2 diabetes therapy area, HCP Voice revealed that endocrinologists were the most active in social media discussions - found to post most commonly about treatment, followed by research and data, and then awareness and education. 

The platform also includes a global heatmap visualising where HCP discussions are most concentrated, along with linguistic analysis that identifies frequently used terminology and the languages in which conversations are taking place.

Products & Manufacturers

HCP Voice gives pharmaceutical companies a powerful lens into how their brands, treatments and competitors are being discussed by healthcare professionals on social media. The platform enables users to track the volume of conversation mentioning their organisation, assess underlying sentiment towards specific treatments, analyse which HCP specialties and roles are most engaged in discussions, and explore the geographical distribution of HCP discourse.

Beyond individual products, HCP Voice also provides a broader, high level view of which drug classes are attracting the most HCP conversation in a given time period. In the platform’s type 2 diabetes demo, GLP-1 and SGLT2 inhibitors were far and away the most mentioned.

Trials & Congresses

For pharmaceutical companies, HCP Voice also offers a deep dive into how HCPs on social media are digesting the results of major clinical trials. It not only reveals which trials are attracting the most engagement, but also offers a glimpse into HCP sentiment towards each, and the specific themes of conversation - whether its whether it’s research more widely, the risks associated with new treatments, or its implications for patient experience.

In the demonstration, between January 2024 and January 2025 the FLOW, STEP and SELECT trials drew the most attention in the type 2 diabetes space.

HCP Voice also highlights the congresses which drew the most conversation - a key insight for pharmaceutical companies looking for the most effective ways to market new products and connect with digital opinion leaders. As with each of its other areas of analysis, users can filter ‘congress mentions’ data by HCP role, by region, and by language.

HCP Voice’s flexibility in enabling users to track conversation levels over specific time periods - such as in the build-up to a product launch or the aftermath of a major congress - provides another tool with which pharma companies can measure current - and plan for future - HCP engagement strategies.

Digital Behaviours

HCP Voice’s broader analysis allows users to uncover the most-shared websites and most-mentioned organisations, an insight into where HCPs are sourcing and disseminating information. It also reveals the most amplified and referenced social media accounts and the most-used hashtags.

Commenting on the platform’s launch, Daniel Ghinn, CEO of Creation Healthcare, said:

“HCP Voice provides direct access to Creation’s comprehensive HCP social media intelligence platform, which we have built and refined over the last twelve years. For years, clients have asked when they could tap directly into our data, and with this launch, we’re making that a reality - providing powerful, real-time insights that testify to the importance of social media to healthcare professionals worldwide.”

“With HCP Voice and our recent launch of DOL Finder, we’re equipping users with the tools to explore our extensive data, uncover emerging trends, and better understand how HCPs are engaging with therapy areas, trials, congresses, and broader healthcare discussions.

“We hope that in the long term HCP Voice and DOL Finder can positively contribute to improving health outcomes worldwide.”