Medical’s Road Map for Social Media Success

Industries Profiled:
Pharmaceutical; Biotech; Medical Device; Manufacturing; Consumer Products; Diagnostic; Communications; Medical; Biopharmaceutical; Health Care; Consulting


Companies Profiled:
AbbVie; Avidity Biosciences; AstraZeneca; Baxter Healthcare; Bayer; BIAL; Boehringer Ingelheim; Boston Scientific; Complete HealthVizion | An IPG Health Company; Dompé; DURECT Corporation; Eisai; Elevation Oncology; EMD Serono; Ethicon Endo-Surgery Inc.; Gossamer Bio; Grifols; Hoya Vision Care; Janssen; LEO Pharma; MedVal Scientific Information Services; Merck KGaA; Merck Sharp & Dohme; Merz Pharma; Merz Aesthetics; Myovant Sciences; Nobel Biocare; Novartis; Novartis Oncology; Novo Nordisk; PRECISIONscientia; Servier; Supernus; Takeda Pharmaceuticals; Teva Pharmaceutical Industries Ltd; UCB Pharma

Study Snapshot

Best Practices, LLC engaged 48 Medical leaders from 36 biopharma companies in this benchmarking research using an integrated framework to examine current trends and future directions to construct the roadmap for social media success under Medical Affairs auspices across 21 therapeutic areas.

Key topics covered in this report include:

• Social Media Structure and Management
• Social Media Activities
• Social Media Omnichannel Integration
• Social Media Message Characteristics and Performance Measurement
• Social Media Innovation in Medical
• Social Media Content and Sharing Trends

• Impact of Structure on Social Function: It appears groups that prioritize social media activity -- through structure, clear roles and ownership, and growth of social media compliance teams in Medical -- evidence greater social collaboration, account innovation, and broad-reaching activities.

• Channel Agility: Social channels are used for different purposes to reach diverse stakeholders with different content. Clinical trials, new science, government affairs, PAG’s, and corporate scientific branding are innovation fronts.

• Social Listening and Data Sharing: Oncology and Immunology groups excel at social media listening, rare disease excels at raising awareness of clinical data against segments.

• Social media account quantity of benchmark organizations – Total benchmark class
• Social media account quantity of benchmark organizations – Oncology segment vs. others
• Social media account quantity of benchmark organizations – Immunology segment vs. others
• Social media account quantity of benchmark organizations – Rare disease segment vs. others
• Range of multiple social media accounts – Total benchmark class
• Separation of benchmark organizations’ social media accounts – Total benchmark class
• Separation of benchmark organizations’ social media accounts – Geography segments
• Separation of benchmark organizations’ social media accounts – Oncology segment vs. others
• Separation of benchmark organizations’ social media accounts – Immunology segment vs. others
• Separation of benchmark organizations’ social media accounts – Rare disease segment vs. others
• Share of social media account ownership – Total benchmark class
• Involvement of Medical Affairs in social media initiatives at benchmark organizations – Total benchmark class
• Involvement of Medical Affairs in social media initiatives at benchmark organizations – Geography segments
• Involvement of Medical Affairs in social media initiatives at benchmark organizations – Oncology segment vs. others
• Involvement of Medical Affairs in social media initiatives at benchmark organizations – Immunology segment vs. others
• Involvement of Medical Affairs in social media initiatives at benchmark organizations – Rare disease segment vs. others
• Medical Affairs’ vendor utilization for social media activities – Total benchmark class
• Medical Affairs’ vendor utilization for social media activities – Geography segments

• Most utilized social media platforms by Medical Affairs groups – Total benchmark class
• Most utilized social media platforms by Medical Affairs groups – Oncology segment vs. others
• Most utilized social media platforms by Medical Affairs groups – Immunology segment vs. others
• Most utilized social media platforms by Medical Affairs groups – Rare disease segment vs. others
• Target audiences for Medical’s social media activities – Total benchmark class
• Target audiences for Medical’s social media activities – Medical leads social media initiatives segment
• Target audiences for Medical’s social media activities – Geography segments
• Target audiences for Medical’s social media activities – Oncology segment vs. others
• Target audiences for Medical’s social media activities – Immunology segment vs. others
• Target audiences for Medical’s social media activities – Rare disease segment vs. others
• Goals for Medical Affairs group’s social media efforts – Total benchmark class
• Goals for Medical Affairs group’s social media efforts – Social media compliance team segment
• Goals for Medical Affairs group’s social media efforts – Medical leads social media initiatives segment
• Goals for Medical Affairs group’s social media efforts – Geography segments
• Goals for Medical Affairs group’s social media efforts – Oncology segment vs. others
• Goals for Medical Affairs group’s social media efforts – Immunology segment vs. others
• Goals for Medical Affairs group’s social media efforts – Rare disease segment vs. others
• Proactive vs. reactive social media interactions over time – Total benchmark class
• Proactive vs. reactive social media interactions over time – Medical leads social media initiatives segment
• Proactive vs. reactive social media interactions over time – Social media compliance team segment
• Proactive vs. reactive social media interactions over time – Oncology segment vs. others
• Proactive vs. reactive social media interactions over time – Immunology segment vs. others
• Effectiveness of social media platforms for conveying therapeutic/disease state information – Total benchmark class
• Effectiveness of social media platforms for communicating on-label clinical study data for a new or expanded indication – Total benchmark class
• Effectiveness of social media platforms for posting information on new scientific papers/abstracts – Total benchmark class
• Effectiveness of social media platforms for posting information on new scientific papers/abstracts – Oncology segment vs. others
• Effectiveness of social media platforms for posting information from KOLs/DOLs/thought leaders – Total benchmark class
• Effectiveness of social media platforms for industry commentary – Total benchmark class
• Effectiveness of social media platforms for community groups commentary – Total benchmark class
• Effectiveness of therapeutic/disease state information in engaging each target audience – Total benchmark class
• Effectiveness of communicating on-label clinical study data in engaging each target audience – Total benchmark class
• Effectiveness of communicating clinical study data for a new or expanded indication in engaging each target audience – Total benchmark class
• Effectiveness of posting information on new scientific papers/abstracts in engaging each target audience – Total benchmark class
• Effectiveness of posts from KOLs/DOLs/thought leaders in engaging each target audience – Total benchmark class
• Effectiveness of industry commentary in engaging each target audience – Total benchmark class
• Effectiveness of commentary from community groups in engaging each target audience – Total benchmark class

• Organizational structure used by Medical Affairs to engage in omnichannel activities – Total benchmark class
• Organizational structure used by Medical Affairs to engage in omnichannel activities – Oncology segment vs. others
• Organizational structure used by Medical Affairs to engage in omnichannel activities – Immunology segment vs. others
• Organizational structure used by Medical Affairs to engage in omnichannel activities – Rare disease segment vs. others
• Platforms on which Medical conducts omnichannel activities for social media
• Medical group’s strategy for handling misleading or non-compliant information on social media
• Medical’s content sharing policies on social media – Total benchmark class
• Medical’s content sharing policies on social media – Oncology segment vs. others
• Medical’s content sharing policies on social media – Immunology segment vs. others
• Medical’s content sharing policies on social media – Rare disease segment vs. others
• Types of content re-shared from other (unaffiliated) accounts by Medical Affairs

• Presence of committees for specifically reviewing social media content from a Medical compliance lens – Total benchmark class
• Presence of committees for specifically reviewing social media content from a Medical compliance lens – Medical leads social media initiatives segment
• Presence of committees for specifically reviewing social media content from a Medical compliance lens – Oncology segment vs. others
• Presence of committees for specifically reviewing social media content from a Medical compliance lens – Immunology segment vs. others
• Presence of committees for specifically reviewing social media content from a Medical compliance lens – Rare disease segment vs. others
• Percentage of brand-oriented, molecule-oriented, and disease state-oriented social media posts
• Percentage of Medical Affairs group’s social media posts which are primarily graphic, contain a mix of both graphics and text, and are primarily text – Total benchmark class
• Percentage of Medical Affairs group’s social media posts which are primarily graphic, contain a mix of both graphics and text, and are primarily text – Oncology segment vs. others
• Percentage of Medical Affairs group’s social media posts which are primarily graphic, contain a mix of both graphics and text, and are primarily text – Immunology segment vs. others
• Percentage of Medical Affairs group’s social media posts which are primarily graphic, contain a mix of both graphics and text, and are primarily text – Rare disease segment vs. others
• Effectiveness of each key performance indicator for measuring the success of Medical Affairs group’s social media engagements – Total benchmark class
• Effectiveness of each key performance indicator for measuring the success of Medical Affairs group’s social media engagements – Oncology segment vs. others
• Effectiveness of each key performance indicator for measuring the success of Medical Affairs group’s social media engagements – Immunology segment vs. others
• Effectiveness of each key performance indicator for measuring the success of Medical Affairs group’s social media engagements – Rare disease segment vs. others
• External stakeholders that contribute to the development of content for Medical Affairs group’s collaborative social media activities – Total benchmark class
• External stakeholders that contribute to the development of content for Medical Affairs group’s collaborative social media activities – Medical leads social media initiatives segment
• External stakeholders that contribute to the development of content for Medical Affairs group’s collaborative social media activities – Social media compliance team segment
• External stakeholders that contribute to the development of content for Medical Affairs group’s collaborative social media activities – Oncology segment vs. others
• External stakeholders that contribute to the development of content for Medical Affairs group’s collaborative social media activities – Rare disease segment vs. others
• External stakeholders that contribute to the development of content for Medical Affairs group’s collaborative social media activities – Immunology segment vs. others

• Geographic span of responsibility of benchmark partners
• Managing single vs. multiple social media account quantities – Global vs. US vs. Europe segment
• Multiple accounts range – Global vs. US vs. Europe segment
• Segmentation of social media accounts – Global vs. US vs. Europe segment
• Influence of Medical Affairs on the organization’s social media initiatives – Global vs. US vs. Europe segment
• Utilization of third-party vendors to support or drive social media activities – Global vs. US vs. Europe segment
• Social media platforms utilized by Medical Affairs groups – Global vs. US vs. Europe segment
• Geographic target audiences for Medical’s social media activities
• Goals for Medical Affairs’ social media efforts – Global vs. US vs. Europe segment
• Proactive vs. reactive social media interactions over time – Global vs. US vs. Europe segment
• Proactive social media activities for Medical – Global vs. US vs. Europe segment
• Social media audits in Medical Affairs – Global vs. US vs. Europe segment
• Medical’s content re-sharing policies on social media – Global vs. US vs. Europe segment
• Omnichannel social media structure – Global vs. US vs. Europe segment
• Social media committees for Medical Legal review – Global vs. US vs. Europe segment
• Medical Affairs group’s social media message orientation – Global vs. US vs. Europe segment
• Medical Affairs group’s social media content mix – Global vs. US vs. Europe segment
• Medical Affairs group’s external collaboration for social media content development – Global vs. US vs. Europe segment