Innovative Social Media Listening programs launched to boost performance of pharmaceutical industry

Online disease state discussions among patients, physicians, caregivers and other key customer groups is flourishing across both established and emerging online channels. Recognizing the potential value of these online discussions, savvy healthcare companies have launched innovative Social Media Listening programs to capture critical market insights.

Best Practices, LLC conducted this benchmarking 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 also examines how organizations approach approval of Social Media Listening programs and handle adverse event reporting.

The 56-page report, "Pharma Social Media Listening: Benchmarking Innovative Practices in the Healthcare Industry," produced reliable industry insights around listening tactics and goals, benefits and drawbacks, and program approval processes.

The study found that listening programs tend to be led by one of two groups: Market Research (at 58% of benchmark companies) or Digital / Social (42%). At Large Pharma organizations, the SML program is almost always led by the Market Research function, while Digital teams often handle Listening at smaller companies in the healthcare sector.

The research project also found that many companies allow worries about adverse events reporting to prevent them from forging ahead with social listening programs. Strong SML programs, however, afford a slew of benefits, such rapid insights into patient adherence, brand awareness & sentiment, product misinformation levels, and thought leader sentiment. Study participants said to reap listening benefits, companies must thoroughly train – but ultimately trust – their vendors on reporting protocol adherence.

Market Research, Digital/Social, and other Marketing leaders can use this research to enhance their SML programs and evaluate how their programs stack up against industry averages and trends.

Key topics addressed in this report 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 and Tactics

The research is based on data from 15 Digital & Social Marketing and Market Research leaders at 15 large global healthcare organizations. Deep-dive interviews captured qualitative insights.