Are you listening? blulava’s EARS Platform

The EARS (Engagement, Amplification, Reach, Sentiment) platform from blulava is a powerful tool that can help you understand how key opinion leaders (KOLs) and healthcare professionals (HCPs) are perceiving therapeutic area challenges.

Using artificial intelligence (AI) and machine learning algorithms, blulava’s EARS platform utilizes historical and current social data aggregated with other content (publications, congresses, and clinical trials). Our in-house medical experts analyze these data to understand how KOLs and HCPs perceive therapeutic area challenges.

This social listening platform is key to understanding what KOLs and HCPs are saying about your product and therapeutic area on social media channels like Twitter, LinkedIn, Reddit, and Instagram. We will work with you to determine your strategic imperatives (SI) and identify related higher-level trends and subsets of messages that tie back to your key objectives.

We take a rigorous approach to match the messages with the appropriate SIs and determine what topics are being spoken about. The platform also allows users to monitor, measure, and analyze social media performance as well as that of their competitors.

Our proprietary approach consists of 4 critical stages:

  • Engagement—understand how KOLs are engaging with your core topics

  • Amplification—understand which KOLs are retweeting versus posting original content, which can be useful for determining future KOL engagement opportunities like congresses

  • Reach—understand the size and scope of the audience interacting with the posts/articles

  • Sentiment—understand the positive, neutral, or negative context of how the message is being written

This process allows us to identify and track online conversations, assess the unmet needs of KOLs, and generate insights to help our clients make more informed decisions. We use EARS to analyze social media data, publications, congresses, and clinical trials. The platform enables us to:

    • Identify educational topics and needs that are misunderstood or missing from current conversations
    • Pressure-test ideas and concepts with real-time feedback and gain a thorough understanding of our target audience’s interests and opinions
    • Assess the sentiment and relevance of newly created medical content
    • Update the educational and tactical approaches that were tested based on how they were received by audiences of interest
    • Create a list of influential digital opinion leaders (DOLs) who are outside of our traditional KOL universe

The EARS platform from blulava is a powerful tool that can help you understand how KOLs and HCPs are perceiving therapeutic area challenges. By monitoring social media data and other content, our experts can provide you with valuable insights that will help you make better decisions about your marketing strategy. If you’re looking for a way to stay ahead of the competition, look no further than blulava’s EARS platform. Are you listening?

by Michelle Wolfson

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SCOTT REESE

Vice President, Digital Strategy and Customer Engagement

Scott is fortunate to bring 25 years of digital expertise to the blulava team. Scott has broad global executive leadership experience ranging from serving as the Executive Creative Director for the world’s largest digital agency to Managing Director of a Microsoft and Accenture joint venture focused on advanced analytics and artificial intelligence solutions for global clients. He has also worked with some of the worlds biggest rock acts to bring to life immersive entertainment experiences. Scott has been awarded numerous patents for his analytical technology inventions. He has also been recognized widely for his creative work including Webbys, Cannes Lion, Clio, MM&M, DTC Awards and many others.

When not working to build creative technology solutions for clients, Scott is typically found in the company of musicians, artists and athletes. A highly avid skier, Scott is former PSIA ski coach in Winter Park Colorado. He is a former completive distance runner and triathlete. Scott’s artwork is in several private and public collections. He performed alongside of Mikhail Baryshnikov in the White Oak Dance Company at the Kennedy Center. He is a pianist and guitar player. Any given night you may find Scott in various rock venues or music festivals.

Carl Napolitano

Vice President, Creative Director

Carl is an award-winning creative director with a distinguished career in healthcare communications, design, and marketing. Over the past 20 years, Carl has cultivated a seasoned intuition for compelling creative by showcasing the nuances of a brand’s value proposition. His artistic energy supports both the brands he develops as well as the team he leads.

From innovative digital tactics to integrated media campaigns to corporate identity branding, Carl’s creative work and dynamic leadership have been recognized with industry awards from the RX Club and the OMNI Awards.

When not at work, you can find Carl on the golf course with his son or at the beach with his family.

BETH MICKELBERG

Group Account Director, Digital Solutions

Beth is a successful marketing veteran with 20 years driving groundbreaking omnichannel programs for Fortune 500 companies. She loves to uncover the deeply felt customer insights that bring your brand from ideas to actions. Beth has won multiple industry awards, from Best Website at DTC Pharma Awards to Most Innovative Programs at the Webby Awards.

In her free time, Beth loves to spend time with her niece and nephews, and tries to stay balanced between the gym, the beach and the runway.

JON ALFISI

Vice President, Technology and Software Development

Jon is responsible for all aspects of product delivery and technology development at blulava. Over the past 25 years, he has built best-in-class, innovative technology solutions for global brands within in the medical communications industry. Jon’s visionary leadership is driven by his passion for helping clients understand their particular business needs.

In his free time, Jon loves exploring different cuisines, listening to music, and traveling. He also enjoys gardening and working on home improvement projects.

SCOTT REESE

Vice President, Digital Strategy and Customer Engagement

Scott brings 25 years of digital expertise to the blulava team. His executive leadership experience ranges from serving as the Executive Creative Director for one of the world’s largest digital agencies to Managing Director of a Microsoft/Accenture advanced analytics venture, focusing on AI solutions for global clients. Scott’s work has spanned industries from entertainment, retail, financial services with a heavy dose of pharmaceutical experience.

Scott has been granted numerous patents for his analytical technology inventions. He has been recognized widely for his creative work, winning awards at the Webbys, Cannes Lion, CLIO, and the MM&M Awards, to name a few.

When not working, Scott can usually be found in the company of musicians, artists, and athletes.

LEO FRANCIS, PhD

Chief Operating Officer,
Chief Medical Officer

Leo is an award-winning industry leader, twice recognized as one of PharmaVOICE’s 100 most inspiring people in the life-sciences industry. His driving focus is to frame science in a context that creates meaning and relevance for healthcare professionals and their patients across all aspects of therapeutic commercialization.

Leo is a skilled communicator and visionary, operationally robust in translating scientific ideas into organizational value. He is a consummate team worker, customer-focused, organizationally agile, and committed to improving patient care.

JEFFREY FREEDMAN

Executive Vice President

Jeff is an insights−driven marketing and communications strategist dedicated to helping companies grow, build brands, and deliver differentiated, multichannel customer experiences. He has served 15+ years on agency leadership teams, where he has headed up communications, strategy, technology, creative, and analytics groups. As a digital marketing veteran, he has helped brands navigate the fascinating and rapid convergence of omnichannel communications and technology.

To unplug, Jeff loves to cook and entertain for family and friends, as well as listen to and live music and travel to concerts.

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