ABSTRACT
This chapter explores the definitions of passive and active listening and shows how passive listening can be far more action-oriented and intent-filled than it sounds. It presents the type of analysis one need to leverage and possible applications for both passive and active listening. The chapter reveals how managers gain insights into patient's needs and how companies develop and manage information about important health system elements: patients, competitors, products, and communication programs. Patients are actively seeking information online and reaching out to social networks. Social media has created more valuable forms of both passive and active listening, resulting in a better understanding of the patient. Since 2010, UCB as a company has embraced social media as a new way to reach its audiences, from healthcare providers to patients. Listening gives UCB the opportunity to learn about the problem and proactively deliver that solution on YouTube and point folks to that.
