3 examples that benefit your organization, customers and patients
In Medical Affairs, we care about outcomes.
After our last post, some of you asked how social media insights can drive outcomes. Today, we’ll share 3 examples of insights that benefit your organization, customers and patients.
Let’s get to it.
1. Identify resource gaps A scientific director noticed that HCPs were disappointed by the results of a urothelial carcinoma trial. However, there were good reasons for the failure — some participants were relapsed or had comorbidities — so the organization remained optimistic but needed to address the concerns.
"We realized we needed to accelerate some of our internal and external FAQs so we could explain our study data in the proper context."
Social media insights helped Medical Affairs leadership realize they needed to create FAQs to explain the failed study. Without the FAQs, the organization would have lost an opportunity to build relationships with HCPs.
2. Find new customers After publishing a colorectal cancer study, a medical director noticed that non-affiliated HCPs were eagerly commenting on social media. A welcome surprise. ❤️
"We discovered new HCPs based on tweets from non-PIs who were not affiliated with our organization. We realized they were excited about our study in an unbiased way."
Medical Affairs leadership expected their PIs to tweet about the study, but didn't expect to see tweets from non-PIs. Social media insights helped leadership to find new advocates and scientific collaborators.
3. Discover access challenges An HEOR director discovered social media posts from India that mentioned access challenges. She shared the posts with her India Head of Medical Affairs and worked with her US team to explore potential solutions.
"Since we have a global product, it's useful to know what HCPs outside the US and Canada say. Low-income communities in the US typically have fewer resources, so these situations can be similar to other countries."
Social media insights helped leadership to understand access issues that were affecting patients. After running several studies, the HEOR director worked with Commercial to implement long-term solutions for patients.
Want social media insights that drive outcomes? Get Medical.watch. 🙂
What we're reading
PharmExec article, "An evolving opinion landscape: new paths -- and synergies -- for pharma KOLs & DOLs," October 13, 2023
MSL Talk podcast, "The importance of social media monitoring for MSLs" with Jason Howard at Sanofi, October 3, 2023
Oncology Brothers video, "2023 World Conference on Lung Cancer Highlights" with Dr. Stephen Liu at Georgetown University, September 21, 2023
Medical Affairs Weekly post, "How To Get Promoted" with Tyler Whisman at Novartis, August 18, 2023
Inizio Health eBook, "AI’s transformative influence on medical communications" with Matt Lewis, August 16, 2023