Share of Voice (SoV)
A company’s share of relevant reach in the market relative to that of their competitors for a specific product.
Scientific share of voice
SSoV is a special case of share of voice with relevance to the pharmaceutical industry and specifically medical affairs.
One way to think about SSoV is as a way to measure how broad the reach of a company’s scientific message is compared to that of their competitors. Reach in this case is a composite of core scientific activities such as publications, talks, clinical studies and - more recently - the relevant social and digital media footprint as well as the number and strength of relationships with the healthcare provider and external expert community.
Why is SSoV important?
Measuring SSoV allows life science companies to gauge how they compare to their competitors, to generate insights about a competitors’ scientific dissemination strategy and to plan their own activities based on facts and data.