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

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.

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

• 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.
  

• 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.

• 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