Strategies for the Effective Use of Social Media by PharmaBusiness InsightsAugust 31, 2011 178 Pages - SKU: RET6647622 |
| This report analyses the social media environment from the pharmaceutical industry's perspective. It assesses the different social media channels and their current use by pharma with case studies given. The benefits and challenges for pharma of engaging with social media are given and the views of several industry experts interviewed for this report are included. Understand the role that the different forms of social media can play in your sales and marketing endeavours. Understand the role that closed patient networks can play in the recruitment of patients for clinical trials. Understand the role that social media can play in improving health outcomes for patients and how this can help products gain reimbursement. Understand how pharma can use social media to over come issues relating to a lack of trust in the industry in patients and physicians. Assess future technologies in the social media space and plan for their launch. Doctors and patients have been much faster than pharma in their adoption of social media. Resultant changes in behavior include doctors increasing hesitancy to engage with drug reps for information, as they engage via social and professional networking sites with each other; and the emergence of the patient as a major health information consumer. Pharma increased its investment in digital by 78% in 2010 and social media is now accounting for an increasing share of marketing spend vs. traditional marketing. In the short- to mid-term future, the most prudent approach might be to integrate social media into the marketing mix, using it in a complementary way with traditional marketing. Social media comes in many different forms which can be used for different purposes by pharma. Open social networks such as Facebook and Twitter can be used as part of more general brand building strategies whereas more targeted closed networks such as PatientsLikeMe and Doctors.net can be used for clinical trial recruitment. What are the different forms of social media and how can I use them most effectively? How can I plan my social media strategy and stay within the bounds of the law? How have other companies used social media successfully, and how can I replicate their successes and avoid their mistakes? How best can I use the various forms of social media to form a layered strategy that will achieve my stated aims? How can I best use social media to listen to the needs of patients and physicians? Please note: this is delivered as a Zip file. |
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