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How should Medical Affairs engage on social media?

  • avikk1
  • Mar 29
  • 3 min read

Updated: Mar 30

Top takeaways from the MSL Talk podcast

We loved this MSL Talk podcast with Tom Caravela and Sarah Snyder at Carolan Group. Want to see our favorite moments? Read on!


Tom: Why is it important for MSLs to engage on social media?


Sarah: The reason we should be engaging on social media, or at least thinking about it and checking to see where our thought leaders are, is that's where HCPs are. And we have to go where HCPs are, and where decisions are being made, and where the comments and engagement is, or else we're in the dark ages. 🙂



Tom: Which platforms do you think are most effective for MSLs to build their professional presence?


Sarah: A lot of HCPs still hang out on Twitter/X and share their thoughts. You want to at least follow HCPs. It doesn't mean you have to post anything. You can just be listening, following and getting the trends. If your company allows it, you can "like" and comment, but with Compliance this is a grey area, so you should figure out what your company allows.


One platform that's really growing is YouTube. A lot of HCPs are sharing videos, whether they're growing their professional presence as a KOL or doing interviews. Some of their grand rounds might be broadcast as well. 👍 

Tom: Our first episode on social listening was with Jason Demuth a few years ago. I remember Jason said: "you have to meet HCPs where they live." And what he meant was, if you have an HCP who's all over Twitter/X, that's where they live. It's their social media platform of choice. In that episode, I learned how important it is to learn where your HCPs hang out and pay attention. Jason would watch what they were posting and every once in awhile, he might answer a question, make a comment or "like" a post.



Tom: What are the key benefits of social listening?


Sarah: Number one, it speeds up your relationship building. You can learn more about your KOLs. You can learn their style, tone and what they care about before your first visit. So you can tailor your conversation and questions in the meeting. You can learn so much if you watch a YouTube video or listen to someone on a podcast.



Tom: For MSLs, is there a risk to not be on social media?


Sarah: Social media isn't going away. Junior physicians are growing up with social media and this is the way they communicate. If we're not meeting them where they are, I'm not sure we can be the MSLs we truly could be. This is going to make you a better MSL. 💯


Want more from Tom and Sarah? Watch the full podcast:



Quotes are lightly edited for clarity.

 

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