Everyone gets information from different channels full to the brim with news competing for attention. Repurposing all materials (from news releases and bylines to white papers and webinar decks) across a variety of channels (from websites and social media platforms to intranet and e-newsletters) only makes sense.
There are a lot of tools out there of varying capabilities and price stickers that can track placements in publications and on social media, as well as to measure the share of voice, reach, and exposure. Whichever metrics you select, it pays to use them consistently to track progress over time. Sometimes, the best metric can be as simple as the coveted healthcare publication’s readership, particularly when they are key decision-makers and influencers in a purchase.