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May 7

How to train your MSLs to appropriately use social media insights

Best practices for MSLs and managers

Need help training your MSLs to use social media insights in their interactions with HCPs?

Here's a helpful guide for managers. Feel free to adapt for your organization and share with your MSLs.


First, keep in mind that HCPs get tired of people saying "I saw your tweet." So respect your HCP's privacy and don’t say, "I saw you posted about XYZ on Twitter."

Instead, use your HCP's social media activity as background information to develop and improve your relationships. ❤️


Here are best practices for using social media insights with HCPs:

1. Find new HCPs. Looking for new HCPs in your disease? As your team is building their KOL lists, use social media activity to find new thought leaders. You can also consider researchers and other non-HCPs with large audiences. This helps you maximize your impact.

2. Personalize your outreach. Want a meeting with a hard-to-reach HCP? View their social media posts to help customize your emails. HCPs are more likely to accept an invite if they feel you appreciate their interests.

3. Reach out at a congress. During a congress, check which HCPs are posting on Twitter/X. Next, look up their email addresses and reach out. If your HCPs are actively posting on social media, there's a good chance they're receptive to meeting you.

4. Prepare for interactions. When you're meeting an HCP, it’s a best practice to review their recent posts. This helps you discover their research interests, personal hobbies and more. Understanding what your HCPs care about leads to better interactions.

5. Customize your presentations. If you know what your HCPs care about, you'll have a better sense of how to plan your presentations. You'll know which data to focus on and which data may raise questions. This helps you handle any concerns.

6. Set up your next meeting. If you know your HCPs' interests, you can use this to schedule a follow-up meeting. For example, you can say "if you're interested in ESR1 mutations, maybe we can talk about that next time?" Always a good practice to set up your future interactions.

7. Intro HCPs with common interests. You can also invite your HCPs to group discussions on shared topics of interest. For example: "Dr. X in Boston and Dr. Y in Miami are also interested in ESR1 mutations. Could we have a shared discussion?" Now you’re helping your HCPs learn from each other and connect for networking purposes. ⭐



 

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