Social Media Listening (SML) Report For Pharma Industry

STUDY OVERVIEW
BENCHMARK CLASS
STUDY SNAPSHOT
KEY FINDINGS
VIEW TOC AND LIST OF EXHIBITS

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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

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

ID: PSM-303A

Pages: 56

Published: Pre-2019

Delivery Format: Online

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