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» Products & Services » » Medical Affairs » Medical Affairs Excellence

Medical’s Road Map for Social Media Success: Omnichannel Integration and Message Characteristics

ID: 5752


Features:

14 Info Graphics

40 Data Graphics

580+ Metrics

10 Narratives


Pages/Slides: 61


Published: 2023


Delivery Format: Online PDF Document


 

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  • STUDY OVERVIEW
  • BENCHMARK CLASS
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Non-members: Click here to review a complimentary excerpt from “Medical’s Road Map for Social Media Success: Omnichannel Integration and Message Characteristics”

STUDY OVERVIEW

As Medical Affairs is turning to social media for stakeholder engagement, it is important to develop an omnichannel strategy to provide a consistent, personalized experience to stakeholders across key channels. However, it is also important that Medical Affairs leaders identify the right content mix, integrate social media with omnichannel, and establish key performance indicators to assess effectiveness.

Best Practices, LLC undertook benchmarking research to construct a roadmap for Medical Affairs’ social media success. The study delivers benchmarks around social media omnichannel integration, social media message characteristics, and performance measurement.

Insights in this study are further segmented by Therapeutic area (Oncology – n=17, Immunology – n=11, and Rare Disease segment – n=8) and Geographic area (Global – n=32, U.S. Only – n=11, and Europe Only – n=5) to provide deeper understanding.

KEY TOPICS

  • Omnichannel Social Media Structure
  • Medical’s Omnichannel Activities for Social Media
  • Medical’s Content Re-sharing Policies
  • Social Media Committees for Medical Legal Review
  • Message Content and Orientation
  • Engagement KPIs
  • External Collaboration

KEY METRICS

  • Please indicate the organizational structure used by Medical Affairs to engage in omnichannel activities
  • Please indicate the platforms on which Medical performs different activities as part of the organization’s overall omnichannel engagement strategy
  • Please indicate the strategies 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
  • Do benchmark 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

SAMPLE KEY FINDINGS

  • Message Priorities: Social messaging prioritizes disease state posts first and foremost – followed by molecule, brand and miscellaneous topics.
  • Resharing Social Info: Three quarters of Medical Groups prohibit resharing of social content from other information sources.

METHODOLOGY

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

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

If you purchase Best Practice Database document(s), you will have 30 days from the date of purchase to apply some or all of the cost of the document(s) toward the cost of a Full Access Individual, Pharma, Group or University Membership. Write us at DatabaseTeam@bestpracticesllc.com or call David Guinn at 919-767-9179 if you have any questions.