Social media can be an effective way for HCPs to stay connected, communicate, and market products or services. These sites are becoming more prevalent in reaching out to consumers and other HCPs. Social media has an enormous user base that can be targeted by the healthcare market.

• Access and share information quickly
• Provide information in bite-sized pieces
• Evaluate competitors to gain insight to compare and improve quality
• Track KOLs and observe their behavior to assist with your business strategy

Creating a patient-centric solution requires feedback from the patients, guiding decisions based on their needs and perspectives. It is imperative to establish a connection with other practitioners, patients, and their families to adopt and implement a business strategy to optimize patient outcomes. 

• Partner with online communities
• Explore how social listening can be used to collect valuable insight from patients
• Personalize digital communication based on their specific questions and needs
• Create a menu of digital materials for patients to find the information they need

Everyone digests information differently and have different preferences on how they like to receive information and learn. Understand the audience you want to reach, how they learn in the digital age, and how to increase their engagement via digital content. 

• Conduct market research to find out who your audience is
• Reach out to KOL base and identify where they go for their information
• Have a dynamic feedback loop with customers to gain insights
• Develop tailored digital innovation to cater to specific audiences for digital content
• Examine which digital assets best fit the data type/scientific messages and are most effective to reach goals for successful ROI
• Link metrics to digital assets to understand which content is most engaging to apply learnings for updating and/or developing digital assets

In-person communication and engagement is moving towards being replaced by online platforms. The struggle for many HCPs is maintaining a rich and meaningful experience with customers and KOLs in a digital setting. Without a physical presence, HCPs must find new ways to have a virtual interaction that is still meaningful.

• Use collaborative tools that allow presenters to work with the audience and large groups of people
• Utilize audience-response systems to ask questions and collect answers digitally
• Identify what tools work best for certain individuals

• Identify opportunities for digital transformation within your organization
• Learn how cross-departmental collaboration can be aided by digital tools
• Define the appropriate metrics for reporting on learnings and facilitating change
• Develop a medical affairs model for building ongoing, omnichannel strategic plans

In the post-COVID era, physician practice patterns in largely outpatient settings have shifted focus to maximizing clinical hours in an effort to maintain income leaving healthcare providers less time and patience to learn new technology or new medical information. 

• Describe best practices for designing and executing remote advisory boards and KOL interactions
• Discuss ways to leverage technology to streamline training and learning curves related to new scientific information 
• Utilize animation and leverage CME disease state “microsites” to drive on-going multi-media, on-demand medical education

As patients, HCPs and KOLs engage online, it’s imperative to have a process that identifies important insights from social media. This presentation will equip participants to create an efficient social listening insights process by explaining:

• The importance and value of social listening insights for Medical Affairs
• The insights process and how social listening supports it
• The role of technology and the human element in generating actionable insights
• Key considerations: technology, staffing and compliance

Medical affairs teams have an overload of responsibilities.  Well-guided innovation can empower these individuals to create a more efficient and seamless workflow.

• Tag and categorize insights for easier storage and access
• Explore virtual advisory boards with polling and white board sessions 
• Replace lengthy presentations and reading formats
• Identify insights and trends
• Take advantage of social media platforms for health care professionals
• Implement digital strategies for post-market research

Many medical affairs teams underestimate the value of the data that they create and consume. The utility of analytics is often misunderstood and developing a data strategy can be overwhelming. As biotech embraces more digital solutions, an investment into data-driven decision making and a self-service analytics model becomes crucial in showcasing ROI and value.

• Understand the gaps, opportunities, data silos, and current data landscape of your team
• Start small and utilize a structured framework to bring data to the hands of your users to increase adoption and create a data-oriented department
• Avoid investing in “shiny” AI/ML vendors or projects without having a defined ROI and business use case
• Case Study 1: Natural Language Processing in Medical Information & Field Medical
• Case Study 2: Descriptive/Predictive Capabilities of Medical-Legal-Regulatory data in Medical Affairs Operations

More than ever before, medical affairs teams are looking for ways to engage digitally with customers both by creating and utilizing existing tools and platforms. The expanding market landscape creates a broad spectrum of information leaving HCPs to determine the best resources for their needs.

• Learn how to differentiate your digital strategy to fill in the gaps in a digital world
• Determine the best tools to fit your company’s needs

Traditionally, thought leaders were tracked by looking at publications. In today’s world, digital and social media influencers are the emerging thought leaders.

• Monitor the activity of KOLs on social media sites 
• Identify their preferred groups
• Find out who they network with through social feeds
• Examine their opinions and how they think by reading their posts and links

Securing meetings in a virtual setting has its own set of challenges in comparison to meeting in person. MSLs rely on a relationship-based exchange, where the relationship of an MSL and a KOL will dictate whether the meeting is accepted. Doing this virtually has changed this type of exchange. How do you secure meetings with KOLs virtually?

• Be proactive in your request to meet
• Plan good content to capture the attention of KOLs
• Create content for MSLs to present the information of materials that will be discussed
• Use the content of what will be shared instead of relying on the 

Medical affairs teams are overwhelmed with the sheer quantity of available digital tools and platforms. How can medical affairs digital leaders identify and implement a working, fit-for-future digital strategy? 

• Identify the team’s business needs and deliverables
• Assess the team’s learning styles and strengths, and optimize information delivery to them
• Consider whether to integrate multiple interfaces into a single platform for organization and easy access; and whether to leave them alone

In the age of all things digital, medical and scientific affairs organizations must consistently evolve their communication strategies to be able to continue to engage and improve their ability to attract and communicate with Key Opinion Leaders and Thought Leaders in their field. This can be particularly challenging in the small to mid-sized company where resources are limited in both access to software tools and platforms and dedicated personnel to manage and maintain the communication efforts. This presentation will describe how one company developed and adopted a strategy based on that used by marketing organizations for Scientific Content Marketing, and modeling communication pathways based on the customer journey.

• Utilize various forms of communication
• Analyze digital strategy development and execution
• Discuss hits and misses – the results achieved in the first years and how it influenced the path forward