The annual ESMO Breast Congress is a premier event in the healthcare calendar, bringing together leading oncologists, researchers, and patient advocates from around the world.
This year’s ESMO Breast 2024, held from May 15th to 17th, promised to be no different, focusing on the latest advancements and best practices in breast cancer diagnosis, treatment, and survivorship.
Capturing the full scope of a major conference like ESMO Breast 2024 can be complex. While the event fosters crucial in-person interactions, the true impact often extends far beyond the conference halls. Traditionally, measuring this broader engagement has proven difficult.
To truly understand the impact of ESMO Breast 2024 beyond the conference walls, we turned to the power of social listening. This approach involved leveraging a social listening platform to track and analyse online conversations happening on X (formally known as Twitter) in real-time. By focusing on the #ESMOBreast24 hashtag and other relevant keywords, we were able to:
- Gather real-time insights: Track the volume and sentiment of conversations surrounding the conference, allowing us to identify trending topics, gauge audience engagement, and address any emerging concerns.
- Identify key influencers: Pinpoint prominent figures (oncologists, researchers, patient advocates) actively participating in the discussion, providing valuable opportunities for future collaboration.
- Measure global reach: Go beyond physical attendees and understand the conference’s impact on a broader geographical scale.
- Analyse sentiment: Gain insights into the overall sentiment surrounding the conference topics, allowing for a more nuanced understanding of audience reception.
By harnessing the power of social listening, we were able to move beyond traditional metrics and capture the true essence of ESMO Breast 2024’s impact on a global scale.
Social listening on Twitter offered a window into the vibrant online conversation surrounding ESMO Breast 2024. Here’s a breakdown of the key findings:
- Total Buzz: The conference generated a significant buzz online, with a total of 333 mentions on X using #ESMOBreast24 and relevant keywords.
- Top Influencers: Several prominent figures significantly contributed to the conversation. Key influencers and organisations played a large role in online discussion around key areas, reaching over 524,100 impressions.
- Trending Topics: A word cloud visualisation revealed the most discussed topics. These included Enhertu®, life-extending drugs, and availability.
- Global Reach: The conference’s impact extended far beyond the physical location. Tweets mentioning #ESMOBreast24 reached an estimated audience reach of 11.8 million accounts, while the active conversation included mentions in multiple languages.
- Audience Sentiment: The overall sentiment surrounding the conference, primary keywords and related discussions was largely positive. 32.5% of tweets expressed a positive sentiment.
By analysing these data points, we were able to gain a comprehensive understanding of the online conversation surrounding ESMO Breast 2024.
Actionable Insights: Turning Social Listening into Success
The insights gleaned from social listening at ESMO Breast 2024 went beyond mere data points. They provided actionable takeaways that can be leveraged to enhance future conferences and marketing strategies. Here’s how:
- Future Session Planning: Analysing trending topics allows us to tailor future conference sessions to address the most pressing areas of interest within the breast cancer community.
- Engaging Digital Opinion Leaders (DOLs): Identifying DOLs with a strong online presence presents valuable opportunities for collaboration. This could involve inviting them to speak at future events.
- Addressing Audience Concerns: Overall analysis revealed a 22.8% negative sentiment. By delving deeper into these negative mentions, we can identify specific concerns and address them through targeted communication or future conference presentations.
Social listening empowers us to move beyond traditional metrics and truly understand the impact of a conference.