Share of Voice in Medical Affairs | Acceleration Point | Resources

Key Takeaways

Share of Voice (SoV) in Medical Affairs social monitoring is the percentage of social contributions within an indication that mention a specific treatment.
For example, if 100 contributions in an indication mention a treatment and 20 of those mention Treatment A, then Treatment A’s Share of Voice is 20%.
SoV shows which treatments are most present in the online conversation, and how that presence shifts over time.
It can be viewed by treatment, by profile or source (such as congresses, publications, and individual accounts), and month over month.
SoV is non-promotional. It measures a conversation that is already happening, helping Medical Affairs understand the landscape rather than influence it.
Acceleration Point provides Share of Voice through Kwello, its medical social monitoring platform.

Share of Voice (SoV) in Medical Affairs is the percentage of social contributions within an indication that mention a specific treatment, used to understand how present each treatment is in the online scientific conversation.

Medical Affairs teams increasingly need to understand where and how the science in their field is being discussed in public. Social listening has become a core way to do that, and Share of Voice is one of its most useful measures. It answers a simple question: of all the social conversation happening in an indication, how much of it mentions a given treatment?

What Is Share of Voice?

The idea is adapted from marketing, where “share of voice” describes how much of the conversation in a market belongs to one brand. In a Medical Affairs context, the intent is analytical rather than promotional: the goal is to read the scientific conversation, not to drive it.

Share of Voice measures the portion of social contributions in an indication that mention a particular treatment. It gives Medical Affairs a way to see which treatments are most present in the public conversation, and to track how that changes.

How Share of Voice Is Calculated

Share of Voice is the share of treatment-related social contributions that mention a specific treatment.

Take an example. Suppose an indication has 120 social contributions over a period, and 100 of those are tagged as mentioning a treatment. If 20 of those 100 mention Treatment A, then Treatment A has a Share of Voice of 20 percent. Do the same across every treatment and you can see how the conversation is distributed.

What Share of Voice Shows You

A single percentage is a starting point. The value comes from breaking it down:

By treatment: see how the conversation is split across the treatments in an indication, and which ones dominate.
By profile or source: see which accounts and sources are driving the conversation, such as congresses, publications, and individual Key and Digital Opinion Leaders (KOLs and DOLs).
Over time: track how a treatment’s share rises or falls month over month, which can flag an emerging shift worth understanding.

Read together, these views help Medical Affairs see where the scientific conversation is concentrated, where it is moving, and who is shaping it.

Share of Voice also sits alongside other signals, including sentiment, reach, and influence, so a share figure can be read in context rather than on its own. Because the data is tracked in real time, it is especially useful during medical congresses, where it can surface the presentations making an impact and the topics beginning to trend.

Share of Voice and Compliance

Because Share of Voice measures a conversation that is already taking place in public, it sits comfortably within Medical Affairs’ non-promotional remit. It is a tool for understanding the landscape, identifying where scientific discussion is happening, and informing engagement and strategy, not for promoting a product or influencing its share. Used this way, it keeps a clear line between Medical and Commercial.

How Acceleration Point Measures Share of Voice

Acceleration Point provides Share of Voice through Kwello, its medical social monitoring platform. Kwello Social draws on digital channels, including social media, digital news, and blogs, with a focus on the owned and earned content of Key and Digital Opinion Leaders. Within it, teams can filter by indication and region, select the treatments they want to follow, and view Share of Voice by treatment, by profile, and over time, alongside sentiment, reach, and influence, the underlying social feed, and the themes emerging in the conversation.

Want to see how Share of Voice looks for your indication? Let’s talk.

Frequently Asked Questions

What is Share of Voice in Medical Affairs?
Share of Voice (SoV) is the percentage of social contributions within an indication that mention a specific treatment. It helps Medical Affairs understand how present each treatment is in the online scientific conversation, measured across the discussion that is already happening in public.

How is Share of Voice calculated?
Share of Voice is the number of social contributions mentioning a specific treatment divided by the total treatment-related contributions in that indication. For example, if 100 contributions mention a treatment and 20 of them mention Treatment A, Treatment A’s Share of Voice is 20 percent.

Is Share of Voice the same as Share of Scientific Voice?
No. Share of Voice measures the social and digital conversation: how much of the online discussion in an indication mentions a treatment, and it lives in Kwello Social. Share of Scientific Voice is a distinct, publication-based measure that looks at publication volumes and meeting abstracts; that kind of publication intelligence is handled separately, alongside Kwello’s field insights. The two answer different questions, one about the conversation and one about the literature.

How can Medical Affairs use Share of Voice?
Medical Affairs can use Share of Voice to see which treatments dominate the conversation in an indication, track how that shifts over time, and identify the sources and voices shaping the discussion. That understanding can inform scientific engagement and strategy, while staying non-promotional.

Share of Voice in Medical Affairs: Reading the Conversation Around Treatments