Effective Social Media Marketing Strategies for Pharmaceutical Market

Date: August 22, 2010
Pages: 146
US$ 5,650.00
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Publisher: MarketsandMarkets
Report type: Strategic Report
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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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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


1.1 key Take-aways
1.2 report Description
1.3 scope and Format
1.4 stakeholders
1.5 research Methodology


2.1 introduction
2.2 drivers and Restraints of Socail 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


3.1 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


4.1 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


5.1 Benefit Analysis
  5.1.1 Marketing and Sales Business Exposure and Generation
  5.1.2 Consumer Relationship Management Public Relations Consumer Feedback and Satisfaction
  5.1.3 Treatment and rx Decisions
  5.1.4 Other Benefits Recruitment for Clinical Trials Enhancing Health Awareness 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


6.1 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


7.1 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


8.1 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


9.1 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


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


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 Taditional 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 Stratigies 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 Companeis
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 Collabration 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 Maximising 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
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