Picture this: A major medical congress is underway, and thousands of healthcare professionals (HCPs), researchers, and industry leaders are gathered—both in person and online. Scientific breakthroughs are being unveiled, data is flying across presentation slides, and important conversations are unfolding in real time. But here’s the catch: if you’re only relying on what’s happening inside the conference hall, you’re missing a huge piece of the puzzle.
That’s where social listening comes in.
Why social listening matters at medical congresses
Medical congresses aren’t just about what happens in person—they’re also about the unfiltered, real-time reactions happening online. Think of it as the virtual hallway chatter that gives you a pulse on how the scientific community is actually feeling about new research, treatment updates, and competitive data.
Caroline Schaffrath Demarco, director of Insights Strategy and Innovation at Within3, knows just how valuable this is.
“Congress audiences use digital platforms to share their real-time opinions, reactions, and key takeaways. Companies that tune into those discussions gain an unprompted, unscripted view of how their data is being received,” she says.
And that’s the goldmine. Instead of relying solely on official sessions and media coverage, social listening allows pharma teams to capture authentic scientific exchange in real-time.
What pharma can learn from digital chatter
So what exactly are pharma teams discovering when they engage in social listening? Here are a few big takeaways:
- Immediate reactions to data presentations – Whether it’s excitement about a promising new therapy or skepticism about a study’s methodology, you’ll hear it all. HCPs and researchers don’t hold back on platforms like Twitter (now X), LinkedIn, or even Reddit.
- Competitive intelligence – What’s being said about your competitors? Are their announcements getting more traction than yours? Social listening helps you benchmark your impact.
- Evolving trends – Which topics are dominating the conversation? What are HCPs and patient advocates most engaged with? These insights help pharma teams fine-tune messaging and strategy—not just for the congress, but for the months ahead.
- Emerging KOLs and digital influencers – It’s not just about the usual keynote speakers. Social listening can highlight rising voices in the field—new thought leaders whose opinions are shaping the discourse.
Congress FOMO? We got you.
Medical congresses are intense. With so much happening at once, no team can physically attend every session, roundtable, and networking event. And if your team is only following a handful of key sessions, you might miss game-changing discussions happening elsewhere.
That’s why Within3 emphasizes the power of social listening to bridge the gap:
“Social listening helps pharma teams reduce the ‘fear of missing out.’ Instead of relying solely on boots on the ground, they can track online discussions, analyze key takeaways, and make data-informed decisions even if they can’t be everywhere at once,” Demarco says.
It’s like having a real-time highlight reel of the congress, with an added layer of analysis.
Turning insights into action
Of course, gathering social listening data is just the first step. The real value comes from turning those insights into action. Here’s how pharma teams can make the most of their findings:
- Adjust in real time – If certain topics are gaining traction, pivot your engagement strategy to join the conversation. Maybe a particular piece of data is sparking debate—this could be an opportunity for your team to provide clarity.
- Refine post-congress strategy – The insights don’t stop when the event ends. Pharma teams can analyze which topics had the most engagement, what messages resonated (or fell flat), and which KOLs drove the most conversation.
- Strengthen future congress planning – By understanding what worked and what didn’t, teams can optimize their presence at the next big event, ensuring they bring the right messaging, content, and engagement strategy to the table.
Listen, learn, lead
Medical congresses aren’t just about presenting data—they’re about understanding how that data is received. Social listening gives pharma teams a competitive advantage by helping them capture real-time sentiment, track emerging trends, and ensure their messages land with the right audiences.
“By engaging in social listening, pharma teams can make more informed decisions and maximize their impact—not just during the event, but long after it’s over,” Demarco says.
The bottom line? If you’re not tuning into the digital conversation, you’re missing half the story. And in today’s fast-moving, competitive pharma landscape, that’s a risk no company can afford to take.
Learn more about how Within3 can revolutionize how you gather intelligence from congress events.
