Medical’s Road Map for Social Media Success in Rare Disease Segment

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 Medical's roadmap for social media success in Rare Disease segment. For Rare Disease therapeutic area-specific insights, two specific segments were investigated in this study: Responses from 11 social media leaders at 8 Rare Disease organizations were analyzed against the rest of the total benchmark class.

Key topics covered in this report include:

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

• Preferred Social Media Platforms: LinkedIn (100%) and Twitter (80%) overwhelmingly predominate in Rare Disease Medical Affairs at moderately higher rates than in the rest of the benchmark class.

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

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

• Most utilized social media platforms by Medical Affairs groups – Rare Disease segment vs. Rest of the benchmark class
• Target audiences for Medical’s social media activities – Rare Disease segment vs. Rest of the benchmark class
• Goals for Medical Affairs group’s social media efforts – Rare Disease segment vs. Rest of the benchmark class
• Proactive vs. reactive social media interactions over time
• Proactive social media activities for Medical – Rare Disease 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 – Rare Disease 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 – Rare Disease 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 – Rare Disease 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 – Rare Disease 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 – Rare Disease segment vs. Rest of the benchmark class