top of page
Search

How Medical teams can use social data to enhance omnichannel strategy

  • avikk1
  • May 5
  • 3 min read

Medical Affairs just got more social -- and smarter!

This is a guest post from our friend Osman Daggezen, pharma digital transformation consultant and author of "Omnichannel Customer Engagement in Pharma."

 

Medical Affairs today plays a more visible role in customer engagement. With rising expectations for timely and personalized scientific exchange, Medical teams are now expected to shape more proactive HCP interactions, inform field enablement and contribute to content planning.

One area that remains underutilized is social media data.

While often viewed as a Commercial domain, platforms like LinkedIn, X, Bluesky and professional networks are becoming important sources of unfiltered sentiment, emerging questions, and evolving trends. For Medical Affairs, this presents a practical opportunity to bring real-time insights into their Omnichannel strategy by staying close to what's actually being asked, debated or misunderstood in the field.


Why social data matters

Traditional sources like publications, field insights and advisory boards are still essential. But they don't always keep pace with real-world conversation.

Social data, when used appropriately, can help Medical teams:

  • Detect early shifts in HCP sentiment or focus areas for their products

  • Understand patient advocacy trends shaping treatment perceptions

  • Track reactions to new data, trial results or safety updates

  • Identify recurring questions that reveal education gaps


These signals, when captured and filtered correctly, can support more relevant planning and faster alignment across Medical priorities.


Use cases that drive action

Social listening isn't about gathering noise. It's about translating what's out there into meaningful action.

Here are a few areas where Medical teams can put social insights to work:


  • Webinar Planning. Use trending questions or emerging debates to design-focused sessions that matter to your audience.

  • Scientific Content Development. Identify rising interest in specific mechanisms or trial outcomes and proactively address them through FAQs, visuals or expert commentary.

  • MSL Enablement. Ensure field teams are equipped with timely content and responses that align with what HCPs are already discussing.

  • Ad Board Optimization. Use social signals to identify the right mix of experts and discussion themes for upcoming advisory boards.

  • Conference Planning. Anticipate the most discussed congress topics in advance and prepare Medical booth materials and engagement strategies accordingly.

  • Early Signal Detection for Unmet Needs. Spot clinical or diagnostic uncertainties being discussed among HCPs or patients and turn those into educational initiatives or insights reports.


Start small, focus on capability

You don't need advanced analytics or complex systems to start. Many Medical teams are already experimenting with simple tools to track signals and bring insights into their planning. What matters is building the habit and the capability to listen carefully, interpret what's relevant and collaborate with internal teams to act.


Final thoughts

Social insights are not a marketing tool. They're a source of perspective on what HCPs and patients truly care about. For Medical Affairs, this is a chance to stay more connected, more relevant and more responsive.

The real question isn't whether Medical should tap into social data. It's how soon they can start using it to lead the next phase of omnichannel engagement.


About Osman Daggezen

Osman is a global pharma executive turned advisor, with over two decades of experience in customer engagement, digital transformation and omnichannel strategy. He has led global omnichannel initiatives at companies like Pfizer and Viatris, and now works closely with Marketing, Medical, Sales and Digital teams across the industry to bring practical, AI-enabled engagement models to life. His omnichannel customer engagement frameworks are now used by leading pharma organizations to connect strategy to execution, locally and globally.

Osman Daggezen, OD Pharma Consulting


Osman is also the author of "Omnichannel Customer Engagement in Pharma" focusing on defining structure, establishing common language and strategic foundations for a rapidly evolving customer engagement field.


Follow Osman on LinkedIn or check out his website.

Want social media insights for your product? Get Medical.watch. 🙂


What we're reading

bottom of page