Leveraging social media & web-based information to inform & enhance evidence-based information dissemination

The internet is the most utilized resource for healthcare information and, as with other aspects of life, there is a growing role for social media in the dissemination and discussion of this information. When patients, healthcare providers, and other stakeholders search for information online, it is important to identify the most-utilized resources.

Communication planning with medical understanding

We provide an expert, dedicated social media team who will work with you to support all aspects of your communications plan, and our rigorous approach will help increase the efficiency of information dissemination within the desired healthcare community. Importantly, our social media team approaches communications with an understanding of the science and the medical communications (PhD and CMPP qualified).

An effective communication plan is founded on a solid strategy based on therapeutic area insights, identifies key target audiences, and seeks to address unmet educational needs. The communication strategy is then designed to ensure that key data reach the appropriate audiences to inform clinical decisions for patients in their care.

Our assessment of a therapeutic area goes beyond congress presentations and peer-reviewed publications to encompassing web-based resources.

We identify the most-utilized online resources and the levels of discussion and reaction. Today, readership of regulated websites like WebMD and unregulated websites like Wikipedia is much greater than for peer-reviewed journals. Furthermore, general (e.g., Twitter) and specialized-medical (e.g., Doc2Doc) social media sites have become a forum for peer-to-peer referral and discussion of medical information.

We collaborate with you to develop an evidence-based communication plan. Our distinction, however, is that we research and recommend non-traditional media options to extend the reach of your plan outputs to audiences who need to have knowledge of the data.

Identification of journals that offer ancillary modes of communication (e.g., video abstracts, audio slides, podcasts) in addition to the article itself and selection of the most appropriate medium to enhance understanding of the key points.

In addition, journals and publishers often utilize social media channels (e.g., Twitter, Facebook, Pinterest) to improve awareness of new articles.

Of course, the communication plan is not static; it must be constantly assessed for effectiveness and adapted in response to changes in the therapeutic area. While traditional measures of assessing the impact of a publication either focus on the journal (e.g., Impact Factor) or are slow to emerge (e.g., number of citations for an article), the level of online reaction can provide indicators of interest in a particular article.

We utilize multiple systems to monitor social media activity associated with publications to inform a process to adapt communications planning.

Article-level or Alternative metrics (Altmetrics) track post-publication activities at the level of an individual article or congress presentation, such as dissemination via Twitter and other social media channels, online bookmarking (e.g., Reddit, Mendeley), news items (e.g., WebMD, CNN, BBC), and number of reads (e.g., visits to the webpage and PDF downloads). These metrics provide real-time feedback on individual articles within the publication plan, and mining of these data can identify new unmet needs that thus inform the evolution of the communication plan.