Medical’s Road Map for Social Media Success in Oncology

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 in Oncology under Medical Affairs auspices. For therapeutic area-specific insights, two specific segments were investigated in this study: Responses from 19 social media leaders at 14 Oncology organizations were analyzed against the rest of the total benchmark class.

Key topics covered in this report include:

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

• Social Media Accounts: The consensus is that multiple avenues of outreach are most effective: The social scorecard shows multiple accounts maintained by 84% of Oncology segment and 68% of rest of the benchmark class.

• Resharing Social Info: Most medical groups prohibit info resharing from other parties; however, Oncology is far more proactive – with over half of the teams regularly re-sharing other’s content on social media.

• Geographic span of responsibility of Oncology organizations
• Social media account quantity of organizations – Oncology segment vs. Rest of the benchmark class
• Range of multiple social media accounts
• Separation of social media accounts – Oncology segment vs. Rest of the benchmark class
• Involvement of Medical Affairs in social media initiatives – Oncology segment vs. Rest of the benchmark class
• Share of social media account ownership
• Medical Affairs’ vendor utilization for social media activities – Oncology segment vs. Rest of the benchmark class

• Most utilized social media platforms by Medical Affairs groups – Oncology segment vs. Rest of the benchmark class
• Target audiences for Medical’s social media activities – Oncology segment vs. Rest of the benchmark class
• Goals for Medical Affairs group’s social media efforts – Oncology segment vs. Rest of the benchmark class
• Proactive vs. reactive social media interactions over time
• Proactive social media activities for Medical – Oncology segment vs. Rest of the benchmark class
• Effectiveness of social media platforms for conveying therapeutic/disease state information, on-label clinical study data, and clinical study data for a new or expanded indication
• Effectiveness of social media platforms for posting information on new scientific papers/abstracts, sharing posts from KOLs/DOLs/thought leaders, and sharing industry commentary
• Effectiveness of social media platforms for sharing commentary from groups such as patient advocacy groups
• Effectiveness of conveying therapeutic/disease state information, on-label clinical study data, and clinical study data for a new or expanded indication in engaging each target audience
• Effectiveness of posting information on new scientific papers/abstracts, sharing posts from KOLs/DOLs/thought leaders, and sharing industry commentary in engaging each target audience
• Effectiveness of commentary from community groups in engaging each target audience

• 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 re-sharing policies on social media – Oncology segment vs. Rest of the benchmark class
• Types of content re-shared from other (unaffiliated) accounts by Medical Affairs
• Organizational structure used by Medical Affairs to engage in omnichannel activities

• Presence of committees for specifically reviewing social media content from a Medical compliance lens – Oncology segment vs. Rest of the benchmark class
• 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 – Oncology segment vs. Rest of the benchmark class
• Effectiveness of each key performance indicator for measuring the success of Medical Affairs group’s social media engagements – Oncology segment vs. Rest of the benchmark class
• External stakeholders that contribute to the development of content for Medical Affairs group’s collaborative social media activities – Oncology segment vs. Rest of the benchmark class