Medical’s Road Map for Social Media Success in Rare Disease Segment: Omnichannel Integration and Message Characteristics

Best Practices, LLC conducted benchmarking research to develop a roadmap for Medical Affairs’ social media success in the Rare Disease Segment. This study establishes industry-leading standards around social media omnichannel integration, social media message characteristics, and performance measurement.

KEY TOPICS

• Social Media Omnichannel Integration in Rare Disease
• Social Media Message Characteristics and Performance Measurement
• Social Media Innovation in Medical
• Social Media Content and Sharing Trends in Rare Disease

• Please indicate the platforms on which Medical performs different activities as part of the organization’s overall omnichannel engagement strategy
• Please indicate the strategy used by Medical Affairs to handle misleading or non-compliant information on social media
• Please indicate Medical group’s policy for sharing other content (e.g., retweeting other unaffiliated account’s tweets) on social media
• Please indicate the types of social media content which originate from unaffiliated accounts and are shared/retweeted by Medical groups
• Please indicate the organizational structure used by Medical Affairs to engage in omnichannel activities
• Do Rare Disease organizations have in place a committee specifically tasked with reviewing social media content from a Medical compliance lens?
• Please estimate the percentage of Medical Affairs group’s social media posts which are brand-oriented, molecule-oriented, and disease state-oriented
• Please estimate the 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
• Please indicate the effectiveness of each key performance indicator for measuring the success of Medical Affairs group’s social media engagements
• Please specify the external stakeholders who have been engaged to contribute to the development of content for Medical Affairs group’s collaborative social media activities

• Resharing Social Info: Nearly three quarters of Rare Disease Medical Groups prohibit resharing of social content from other information sources.

• Message Orientation: Disease state-oriented (45%) and molecule-oriented (30%) messaging predominates the content shared by Rare Disease groups.

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