Social media listening is an area with great untapped potential in the pharmaceutical industry. In this episode, Peg Crowley-Nowick, PhD, MBA, President of Medical Affairs Consulting at Lumanity, and Damian Eade, Managing Director, Social Analytics, Insight at Lumanity, discuss how a Medical Affairs team approaches social media listening differently than a commercial team. They review the differences between traditional key opinion leaders and digital thought leaders as well as discuss the impact these “digital influencers” have in the social media landscape. They talk through insight collection and learning about the patient experience through social media and how these insights can be leveraged for patient-focused drug development. Finally, Damian and Peg explore sentiment analysis and how it can be measured and used in social media.  With all of the advancements being made in the digital landscape, staying at the forefront of social media listening can be a powerful tool for Medical Affairs teams.