Medical Affairs & Social Media: A Brave New World

Is your company behind the curve on using social media because no one has the skills or managers think they ’re fine without it? This is a big mistake given surging social media use by health care providers (HCP) since the pandemic began.Today, 81% of HCPs use social media as a trusted channel for scientific exchange. Medical Affairs teams who don ’t get on board with social media are missing an effective strategy for forging relationships, providing information, and engaging customers, says Gregory Imber, chief engagement officer for the Healthcare Consultancy Group. “We live at the intersection of science and the customer experience. [Pharma companies] can’t have their heads in the sand,” Imber continues. “The virtual boots on the ground we’ve had at congresses are now on social. We can’t wait to see what works because it’s all happening so quickl y.”For those new to working with social media, “Start simply and choose one platform,” advises Luca Dezanni, franchise head, Immuno-Oncology, at AstraZeneca. He suggests targeting people with relevant professional interests on Twitter or Clubhouse to start.Imber recommends “social listening” before diving in. Find out where physician conversations are happening and then eavesdrop. Reviewing their honest discourse and opinions on these forums, you can gain deep insights. How they are reacting? What needs are they identifying?After listening and learning, you ’re ready to jump into social media chats, ...
Source: EyeForPharma - Category: Pharmaceuticals Authors: Source Type: news