Finalist
Social Media Master Class: Unlocking Digital Impact
by Ruder Finn on behalf of UCB
Summary of work
Misinformation in healthcare is a growing challenge, with social and digital platforms driving both its spread and mitigation. According to the World Health Organization, HCPs have a pivotal role to play in countering false information online and directing users to reliable sources (1), yet many remain uncertain about how to engage effectively and compliantly on social platforms.
Recognising this critical educational gap, UCB organised and ran their first-ever social media masterclass at EULAR 2024 (Europe’s largest rheumatology congress) to empower HCPs with the knowledge and skills to navigate social media effectively.
Led by three Digital Opinion Leaders (DOLs) with global reach, this dynamic session, included within the congress’ official scientific programme, integrated expert-led discussions, audience interactivity and substantive learning takeaways to provide an immersive and practical experience.
A well-executed promotional strategy maximised awareness and attendance, with post-event resources extending impact beyond EULAR. The event surpassed expectations, drawing a full-capacity audience with additional standing attendees.
The masterclass reinforced UCB’s leadership in digital healthcare engagement, fostering collaborations, strengthening HCP networks, and setting a new benchmark for digital education at a global medical congress.
Judges’ comments
The ‘Social Media Master Class: Unlocking Digital Impact’ was a strong entry with clear goals. The strengths were in the analysis done pre-meeting to engage with the appropriate DOLs and in sourcing the relevant content for the session. The other success was the demand for the toolkit, ensuring longevity beyond the one masterclass touchpoint.
