Reportlinker Adds Effective Social Media Marketing Strategies For Pharmaceutical Market

New York/PRNewswire/ -- Reportlinker.com announces that a new market research report is available in its catalogue:

Effective Social Media Marketing Strategies for Pharmaceutical Market

Report Description

The 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 forecast

The 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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Powerful Research and Analysis

MarketsandMarkets (M&M) is a global market research and consulting company based in the U.S. We publish strategically analyzed market research reports and serve as a business intelligence partner to Fortune 500 companies across the world. MarketsandMarkets also provides multi-client reports, company profiles, databases, and custom research services.

M&M covers thirteen industry verticals, including advanced materials, automotive and transportation, banking and financial services, biotechnology, chemicals, consumer goods energy and power, food and beverages, industrial automation, medical devices, pharmaceuticals, semiconductor and electronics, and telecommunications and IT.

TABLE OF CONTENTS

EXECUTIVE 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 TABLES

TABLE 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 FIGURES

FIGURE 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

SOURCE: Reportlinker

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