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Pharma Social Media Listening: Benchmarking Innovative Practices in the Healthcare Industry

ID: PSM-303


Features:

4 Info Graphics

16 Data Graphics

41 Metrics

38 Narratives


Pages: 56


Published: 2014


Delivery Format: Shipped


 

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Sitewide: Authorizes use of the report for a geographic site. All people at site can view the report for a year and copies can be printed.

Corporate: Authorizes use for the entire company for a year and copies can be printed. No limitations for usage inside the company.




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919-403-0251

  • STUDY OVERVIEW
  • BENCHMARK CLASS
  • STUDY SNAPSHOT
  • KEY FINDINGS
  • VIEW TOC AND LIST OF EXHIBITS
Online disease state discussion among patients, physicians, caregivers and other key customer groups is flourishing across both established and emerging online channels. Recognizing the value potential of this online activity, savvy healthcare companies have launched innovative Social Media Listening programs to capture critical market insights.


Best Practices, LLC conducted this study to help healthcare companies improve their Social Media Listening (SML) programs to capture maximum patient and market insights while maintaining strict compliance. The study delivers crucial benchmarks from industry-leading companies on key Listening activities, platforms, websites monitored, data gathered, approval processes, and Adverse Events reporting and management. Market Research, Digital/Social, Multi-Channel and other Marketing leaders can use this research to enhance the value delivered to brands via online Listening.


Industries Profiled:
Biotech; Professional Services; Pharmaceutical; Health Care; Medical Device; Biopharmaceutical; Clinical Research; Laboratories


Companies Profiled:
CSL Behring; Straumann; Pfizer; Boston Scientific; Astellas; Johnson & Johnson; Novartis; Shire; Amgen; Sanofi; EMD Serono; GlaxoSmithKline ; Abbvie


Study Snapshot

Fifteen Digital & Social Marketing and Market Research leaders at 15 large global healthcare organizations participated in this study.

Key topics include:
  • High-Performing Social Media Listening Programs
  • Program Governance & Ownership
  • Websites Monitored
  • Data Types Gathered
  • Evaluating Program Benefits
  • Use of Outsourcing & 3rd-party Vendors
  • Gaining Social Media Listening Approval
  • Adverse Events Management & Compliance
  • Innovative Strategies & Tactics

Sample Key Findings

Industry Snapshot: Social Media Listening
  • Market Research or Digital Groups Lead Listening: The SML program is generally owned by either the Market Research function (at 58% of total organizations) or by a Digital / IT group (42%). Large Pharma organizations are much more likely to task Market Research with SML management responsibility, while a Digital group is more likely to lead Listening at Mid-Cap Pharma, Biotech or Medical Device organizations.
Listening Tactics & Goals
  • Patient Forums & Prominent Social Media Websites Are Most Heavily Monitored: Listening programs tend to monitor both Patient Forums (100% of companies) as well as major Social Media websites like Facebook (91%) and Twitter (82%). Most companies do not limit the total number of websites its Listening group can monitor.
Table of Contents

Executive Summary
    • Research Overview
    • Participating Companies
    • Key Findings & Insights
  • Detailed Research Findings
    • Pharma Social Media Listening Programs & Practices
      • Program Ownership
      • Websites Monitored & Data Types Gathered
      • Vendors & Outsourcing
      • Evaluating Program Benefits
    • Key Insights into Program Approval & Effective Monitoring
      • Approval Groups & Framework
      • Adverse Events Tracking & Reporting
      • Steps for Gaining Listening Approval
  • About Best Practices, LLC