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Reportlinker Adds Effective Social Media Marketing Strategies for Pharmaceutical Market
Date:8/16/2010

NEW YORK, Aug. 16 /PRNewswire/ -- Reportlinker.com announces that a new market research report is available in its catalogue:

Effective Social Media Marketing Strategies for Pharmaceutical Market

http://www.reportlinker.com/p0258263/Effective-Social-Media-Marketing-Strategies-for-Pharmaceutical-Market.html

Report DescriptionThe high and rapidly increasing popularity of social media platforms such as Facebook, YouTube, and Twitter is expected to revolutionize the marketing strategies employed in the pharmaceuticals industry. In addition to marketing, an increasing number of pharma players have also begun leveraging these platforms to enhance consumer relationships and improve brand management, based on the market intelligence generated by monitoring and analyzing user-generated content.

The ability to incorporate consumer feedback to develop new products is also expected to initiate a strategic shift in the operational model of pharma companies. Social media involvements are expected to increase product sales, especially those of OTC drugs, in the long term. Novartis for instance has already begun using YouTube and Facebook to enhance the sales for its OTC drugs such as Comtrax, Orofar and Bufferin. J&J, one of the first pharma giants to enter the social media space, has used online platforms for crisis management – when the company recalled its products (Tylenol and Benadryl tablets) it used social websites to apologize to consumers for irregularities in its manufacturing plant found during FDA inspection.

Market estimates and forecastThe report provides in-depth social media usage in pharmaceutical industry and analyses top 20 pharmaceutical players individually, for their social media presence. Further effective social media strategies are discussed in detail that can be useful in developing a successful social media campaign for pharmaceutical market. Benefits, Risks and Future impact of social media are analyzed separately. Geographic variations in terms of social media usage and regulations are also covered.

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    TABLE OF CONTENTSEXECUTIVE SUMMARY

    SOCIAL MEDIA OVERVIEW

    KEY SOCIAL MEDIA TOOLS

    EFFECTIVE SOCIAL MEDIA STRATEGIES

    BENEFIT & RISK ANALYSIS OF SOCIAL MEDIA IN HEALTHCARE

    IMPACT OF SOCIAL MEDIA ON HEALTHCARE STAKEHOLDERS

    GEOGRAPHIC ANALYSIS OF USE OF SOCIAL MEDIA

    FUTURE IMPACT OF SOCIAL MEDIA

    CASE STUDIES OF TOP 20 PHARMACEUTICAL COMPANIES

    1 INTRODUCTION

    1.1 KEY TAKE-AWAYS

    1.2 REPORT DESCRIPTION

    1.3 SCOPE AND FORMAT

    1.4 STAKEHOLDERS

    1.5 RESEARCH METHODOLOGY

    2 SOCIAL MEDIA OVERVIEW

    2.1 INTRODUCTION

    2.2 DRIVERS AND RESTRAINTS OF SOCIAL MEDIA USE IN PHARMACEUTICAL INDUSTRY

    2.3 CONVENTIONAL MEDIA VS. ONLINE SOCIAL MEDIA

    2.4 ROLE OF INTERNET IN HEALTHCARE

    2.4.1 WEB 1.0 TO WEB 2.0

    2.4.2 WEB 2.0 & HEALTH 2.0

    2.5 SOCIAL MEDIA EVOLUTION IN HEALTHCARE

    2.5.1 SOCIAL MEDIA: A STRATEGIC SHIFT IN COMMUNICATION CHOICES

    2.6 USE OF SOCIAL MEDIA BY TOP PHARMACEUTICAL PLAYERS

    2.7 SOCIAL MEDIA STRATEGIES USED BY TOP PHARMACEUTICAL PLAYERS

    3 KEY SOCIAL MEDIA TOOLS

    3.1 INTRODUCTION

    3.2 TYPES OF SOCIAL MEDIA TOOLS

    3.2.1 TWITTER

    3.2.2 FACEBOOK

    3.2.3 YOUTUBE

    3.2.4 BLOGS

    3.2.5 CONDITION-SPECIFIC COMMUNITIES

    3.2.6 OTHER SOCIAL MEDIA TOOLS

    3.3 COMPARATIVE ANALYSIS

    4 EFFECTIVE SOCIAL MEDIA STRATEGIES

    4.1 INTRODUCTION

    4.2 DETERMINE THE RIGHT SOCIAL MEDIA MIX

    4.2.1 DEFINE GOALS & TARGET AUDIENCE

    4.2.2 EFFECTIVE LISTENING & MONITORING

    4.2.3 USE MULTIPLE TOOLS

    4.3 ENLARGE USER-BASE/ONLINE AUDIENCE

    4.3.1 GENERATE TRAFFIC ON SOCIAL MEDIA

    4.3.2 TRIGGER CONVERSATIONS TO EXPLORE BUSINESS OPPORTUNITIES

    4.4 DEVELOP BRAND PERCEPTION

    4.4.1 INTEGRATE OFFLINE & ONLINE CAMPAIGNS

    4.4.2 BUILD CONSUMER ENGAGEMENT & TRUST

    4.4.3 ONLINE VIDEO DISTRIBUTION

    4.5 BUILDING CONSUMER COMMUNITIES

    4.5.1 CREATE/SPONSOR COLLABORATIVE TOOLS

    4.5.2 INCREASE TRANSPARENCY & RESPOND TO CRITICISM

    4.6 INTEGRATE CONSUMER IN THE BUSINESS

    4.6.1 INVOLVEMENT IN PRODUCT TESTING

    4.6.2 RESPOND TO CONSUMER NEEDS/ISSUES

    4.7 POLICES ON COMMUNICATING VIA SOCIAL PLATFORMS

    4.7.1 DETERMINE THE RIGHT SPEAKERS

    4.7.2 POST RELEVANT CONTENT

    4.7.3 BALANCING ENGAGEMENT WITH PROMOTION

    5 BENEFIT & RISK ANALYSIS OF SOCIAL MEDIA IN HEALTHCARE

    5.1 BENEFIT ANALYSIS

    5.1.1 MARKETING AND SALES

    5.1.1.1 Business exposure and generation

    5.1.2 CONSUMER RELATIONSHIP MANAGEMENT

    5.1.2.1 Public relations

    5.1.2.2 Consumer feedback and satisfaction

    5.1.3 TREATMENT AND RX DECISIONS

    5.1.4 OTHER BENEFITS

    5.1.4.1 Recruitment for clinical trials

    5.1.4.2 Enhancing health awareness

    5.1.4.3 Criticism/crisis management

    5.2 RISK ANALYSIS

    5.2.1 INTELLECTUAL PROPERTY CONCERNS

    5.2.2 PRIVACY AND SECURITY ISSUES

    5.2.3 ACCOUNTABILITY/CONTENT VALIDATION

    5.2.4 REGULATORY RISK MANAGEMENT

    6 IMPACT OF SOCIAL MEDIA ON HEALTHCARE STAKEHOLDERS

    6.1 INTRODUCTION

    6.2 PHARMACEUTICAL/LIFESCIENCE COMPANIES

    6.3 HOSPITALS

    6.4 HEALTH-RELATED GOVERNMENT BODIES

    6.5 HEALTHCARE PROFESSIONALS

    6.6 PATIENTS/CONSUMERS

    6.7 HEALTH INSURANCE PROVIDERS

    7 GEOGRAPHIC ANALYSIS OF USE OF SOCIAL MEDIA

    7.1 INTRODUCTION

    7.1.1 TOTAL NUMBER OF INTERNET USERS AND INFRASTRUCTURE

    7.1.2 SOCIAL MEDIA TRAFFIC

    7.1.3 REGULATORY ENVIRONMENT FOR SOCIAL MEDIA USAGE

    8 FUTURE IMPACT OF SOCIAL MEDIA

    8.1 INTRODUCTION

    8.2 INCREASE IN SOCIAL ENGAGEMENT OF PHARMACEUTICAL COMPANIES

    8.3 CONSUMER ENGAGEMENT IN BUSINESS DEVELOPMENT

    8.4 REINVENTION OF MARKETING AND SALES STRATEGIES

    8.5 INNOVATION IN PRODUCTS AND SERVICES

    8.6 SUPPORT TO SALES FORCE

    8.7 ENHANCE BUSINESS OPERATIONAL EFFICIENCIES

    9 CASE STUDIES OF TOP 20 PHARMACEUTICAL COMPANIES

    9.1 INTRODUCTION

    9.1.1 ABBOTT LABS

    9.1.2 AMGEN

    9.1.3 ASTELLAS PHARMACEUTICALS

    9.1.4 ASTRA-ZENECA

    9.1.5 BAYER PHARMACEUTICALS

    9.1.6 BAXTER

    9.1.7 BOEHRINGER INGELHEIM

    9.1.8 BRISTOL MYERS SQUIBB

    9.1.9 DAIICHI SANKYO

    9.1.10 ELI LILLY

    9.1.11 GLAXOSMITHKLINE

    9.1.12 JOHNSON & JOHNSON

    9.1.13 MERCK

    9.1.14 NOVARTIS

    9.1.15 NOVO NORDISK

    9.1.16 PFIZER

    9.1.17 ROCHE

    9.1.18 SANOFI-AVENTIS

    9.1.19 TEVA PHARMACEUTICALS

    9.1.20 UCB

    LIST OF TABLESTABLE 1 SOCIAL MEDIA PRESENCE OF TOP 20 PHARMACEUTICAL COMPANIES

    TABLE 2 SOCIAL MEDIA PRESENCE OF TOP 5 PHARMACEUTICAL COMPANIES

    TABLE 3 TRAFFIC ON POPULAR SOCIAL PLATFORMS FOR TOP 5 COMPANIES

    TABLE 4 DISEASE AREA FOCUS OF TOP 5 PHARMACEUTICAL PLAYERS ON SOCIAL MEDIA

    TABLE 5 DISEASE FOCUS AND OBJECTIVES OF TOP 20 PHARMACEUTICAL COMPANIES ON SOCIAL MEDIA

    TABLE 6 ABBOTT SOCIAL MEDIA PRESENCE

    TABLE 7 AMGEN SOCIAL MEDIA PRESENCE

    TABLE 8 ASTELLAS SOCIAL MEDIA PRESENCE

    TABLE 9 ASTRA-ZENECA SOCIAL MEDIA PRESENCE

    TABLE 10 BAYER SOCIAL MEDIA PRESENCE

    TABLE 11 BAXTER SOCIAL MEDIA PRESENCE

    TABLE 12 BOEHRINGER INGELHEIM SOCIAL MEDIA PRESENCE

    TABLE 13 BMS SOCIAL MEDIA PRESENCE

    TABLE 14 DAIICHI SANKYO SOCIAL MEDIA PRESENCE

    TABLE 15 ELI LILLY SOCIAL MEDIA PRESENCE

    TABLE 16 GSK SOCIAL MEDIA PRESENCE

    TABLE 17 J&J SOCIAL MEDIA PRESENCE

    TABLE 18 MERCK SOCIAL MEDIA PRESENCE

    TABLE 19 NOVARTIS SOCIAL MEDIA PRESENCE

    TABLE 20 NOVO NORDISK SOCIAL MEDIA PRESENCE

    TABLE 21 PFIZER SOCIAL MEDIA PRESENCE

    TABLE 22 ROCHE SOCIAL MEDIA PRESENCE

    TABLE 23 SANOFI AVENTIS SOCIAL MEDIA PRESENCE

    TABLE 24 TEVA SOCIAL MEDIA PRESENCE

    TABLE 25 UCB SOCIAL MEDIA PRESENCE

    LIST OF FIGURESFIGURE 1 IMPACT OF WEB TECHNOLOGY DEVELOPMENT ON PHARMACEUTICAL INDUSTRY

    FIGURE 2 TYPES OF WEB 2 TOOLS USED FOR HEALTH 2

    FIGURE 3 BENEFITS OF HEALTH 2.0 FOR HEALTHCARE INDUSTRY AND PATIENTS

    FIGURE 4 SHIFT OF COMMUNICATION MODEL FROM TRADITIONAL MEDIA TO SOCIAL MEDIA

    FIGURE 5 RELATIVE TIME OF INITIATING SOCIAL MEDIA EFFORTS BY TOP 10 PHARMACEUTICAL PLAYERS

    FIGURE 6 YOUTUBE AND TWITTER ENTRY TIME OF TOP 5 PHARMACEUTICAL PLAYERS

    FIGURE 7 NUMBER OF VIEWS/FOLLOWERS OF KEY SOCIAL MEDIA TOOLS BY TOP 5 PHARMACEUTICAL PLAYERS

    FIGURE 8 OBJECTIVES OF SOCIAL MEDIA USAGE AND PHARMACEUTICAL PLAYERS' INVOLVEMENT

    FIGURE 9 RELATIVE ADOPTION OF SOCIAL MEDIA STRATEGIES BY TOP 5 PHARMA PLAYERS

    FIGURE 10 QUALITATIVE ROI FROM SOCIAL MEDIA TO PHARMACEUTICAL INDUSTRY

    FIGURE 11 TWITTER INVOLVEMENT OF TOP 20 PHARMACEUTICAL COMPANIES

    FIGURE 12 OBJECTIVES OF TOP 20 PHARMACEUTICAL COMPANIES ON TWITTER

    FIGURE 13 FACEBOOK INVOLVEMENT OF TOP 20 PHARMACEUTICAL COMPANIES

    FIGURE 14 OBJECTIVES OF TOP 20 PHARMACEUTICAL COMPANIES ON FACEBOOK

    FIGURE 15 YOUTUBE INVOLVEMENT OF TOP 20 PHARMACEUTICAL COMPANIES

    FIGURE 16 OBJECTIVES OF TOP 20 PHARMACEUTICAL COMPANIES ON YOUTUBE

    FIGURE 17 BLOGS INVOLVEMENT OF TOP 20 PHARMACEUTICAL COMPANIES

    FIGURE 18 STEPS TO INITIATE SOCIAL MEDIA INVOLVEMENT

    FIGURE 19 RELATIVE INVOLVEMENT IN SELECTING RIGHT SOCIAL MEDIA MIX

    FIGURE 20 BENEFITS FOR PFIZER AFTER COLLABORATION WITH SERMO

    FIGURE 21 SOCIAL MEDIA PLATFORMS

    FIGURE 22 RELATIVE INVOLVEMENT IN ENLARGING USER BASE

    FIGURE 23 BENEFITS OF HIGHER TRAFFIC FOR DIFFERENT STAKEHOLDERS

    FIGURE 24 PROCESS OF STARTING SOCIAL MEDIA CONVERSATION WITH CONSUMERS

    FIGURE 25 RELATIVE INVOLVEMENT IN DEVELOPING BRAND PERCEPTIONS

    FIGURE 26 INTEGRATING ONLINE & OFFLINE MARKETING CAMPAIGNS

    FIGURE 27 RELATIVE INVOLVEMENT IN BUILDING CONSUMER COMMUNITIES

    FIGURE 28 CONSUMER ENGAGEMENT AND SERVICES ON SOCIAL WEB

    FIGURE 29 RELATIVE POLICY RATINGS FOR SOCIAL MEDIA INVOLVEMENT

    FIGURE 30 SELECTING THE RIGHT SOCIAL MEDIA SPEAKERS

    FIGURE 31 FEATURES OF EFFECTIVE SOCIAL MEDIA CONTENT

    FIGURE 32 BALANCING SOCIAL MEDIA COMMUNICATION

    FIGURE 33 BENEFITS OF SOCIAL MEDIA

    FIGURE 34 METHODS OF CONTENT VALIDATION

    FIGURE 35 SOCIAL MEDIA IMPACT ON PHARMACEUTICAL COMPANIES

    FIGURE 36 MAXIMIZING CONSUMER RESPONSE FOR PHARMACEUTICAL COMPANIES

    FIGURE 37 GLOBAL DISTRIBUTION OF INTERNET USERS

    FIGURE 38 INTERNET PENETRATION RATE IN DIFFERENT GEOGRAPHIES

    FIGURE 39 AVERAGE TIME SPENT ON SOCIAL WEBSITES IN DIFFERENT GEOGRAPHIES

    FIGURE 40 CONSUMER RESPONSE AND PRODUCT DEVELOPMENT

    FIGURE 41 SOCIAL MEDIA INVOLVEMENT OF TOP 20 PHARMACEUTICAL COMPANIES

    To order this report:Media Industry: Effective Social Media Marketing Strategies for Pharmaceutical Market

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