As “brand listening” has now become standard practice, it’s time to go deeper to unlock the value, passion and insight hidden inside the everyday chatter happening outside the context of your brand.

Moms control 85% of household spending, and are worth more than $2 trillion to U.S. brands. But are marketers really listening? It is time to move beyond creating messaging for moms and start listening to moms.

Jessica Hogue
My colleague Melissa Davies published findings earlier this year on the role of the Internet in healthcare, which found that while doctors are still the primary source for healthcare information, the Internet is a close second. In this new era of collaborative care, patients have access to an array of online tools to arm them with more detailed information about their conditions and treatments than ever before. Specifically, social media vehicles are expanding and accelerating the pace at which patients and caregivers can gain access to drug treatment ratings. …