Talking Medicines has examined how healthcare professionals’ (HCPs) views, clinical experience and treatment considerations influence their willingness to prescribe medicines, highlighting the need for pharmaceutical companies to understand more than campaign reach and engagement.
The company’s September 2026 article explains that prescribing decisions are shaped by a combination of clinical evidence, patient needs, treatment options, tolerability, administration, monitoring requirements, local guidelines and practical considerations. These factors can influence how healthcare professionals assess a medicine and whether they consider it appropriate for particular patients.
For pharmaceutical companies, measuring how many healthcare professionals see or interact with a marketing message does not necessarily reveal whether it changes their perception of a treatment. Engagement figures alone may not explain whether a message addresses clinical concerns, improves understanding or strengthens confidence in a medicine.
Talking Medicines highlights the value of analysing real-world conversations between healthcare professionals and patients to identify the issues influencing treatment perceptions. These discussions can reveal concerns about side effects, questions about clinical evidence, comparisons with existing treatments and views on a medicine’s suitability for particular patient groups.
The company uses its DrugVoice platform to analyse unstructured healthcare conversations through artificial intelligence, natural language processing and data science. The technology identifies recurring themes, sentiment and associations within discussions, helping pharmaceutical teams understand how medicines and brands are being discussed.
This approach is intended to help companies assess whether their messaging reflects the questions and concerns raised by healthcare professionals. It can also identify differences between the messages a brand intends to communicate and the themes emerging in real-world discussions.
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