Medical Affairs teams should be swimming in social data

Published 17 August 2026

Author(s): Jamie Doggett

The role of Medical Affairs combines scientific expertise with human connection, both of which rely on having the right information. Today, much of that information isn’t just confined to congress meetings, peer-reviewed journals, or advisory boards. It’s happening in real time on social media, where HCPs discuss their clinical practice and the latest research, and patients openly share their health journeys.

For Medical Affairs, ignoring this means missing out on insights that can shape strategy, improve patient outcomes, and strengthen HCP engagement. Social data shouldn’t just be monitored; it should be deeply analysed to uncover actionable intelligence. Here are five ways I think Medical Affairs teams can harness social media data.