Pharma Social Media Listening: Monitoring Activities and Using Vendors

STUDY BACKGROUND

In an era of burgeoning social media websites, organizations across industry sectors are turning to social media listening as an effective way to capture consumer insights. For the pharmaceutical sector, social media listening can fill in critical business knowledge gaps around patient adherence, brand awareness, and therapeutic area/disease state perspectives.

Best Practices, LLC conducted this study to help healthcare companies improve their Social Media Listening (SML) programs to capture maximum patient and market insights while maintaining strict compliance standards. The study delivers crucial benchmarks and qualitative insights from industry-leading companies on key listening activities, website monitoring, data types gathered, vendor utilization and program evaluation approaches. Market research, digital/social media and marketing leaders can use this research to compare and enhance their Social Media Listening programs.

KEY TOPICS

• Program Governance & Ownership
• Websites Monitored
• Data Types Gathered
• Evaluating Program Benefits
• Use of Outsourcing & 3rd-party Vendors

• Functions Primarily Leads the Social Media Listening (SML) Program Operations
• Types of Data Gathered on SML Program
• Most Prominent Websites Monitored
• Listening Approval versus Market Research Policy Differences
• Outsourcing for Social Media Listening Activity
• Outsourcing SML Programs
• Recommended SML Vendors/ Platforms
  

• Patient Forums & Prominent Social Media Websites Are Most Heavily Monitored: Listening programs tend to monitor both Patient Forums (100% of companies) as well as major Social Media websites like Facebook (91%) and Twitter (82%). Most companies do not limit the total number of websites its Listening group can monitor.
  

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