Pharmaceutical communication, Marketing of pharmaceutical companies in social media can rely on generating Internet traffic by the use of social networking sites. It enables direct contact with a target group, also reducing marketing costs. It aims at formation of a relationship between a pharmaceutical company and doctors or patients. This is not a method to achieve rapid sales growth, but it is to become a partner for dialog. The goal is to influence the positive image of a company and, at the same time, to encourage customers to share information with friends. Social media marketing relies on effective fan page management for brands or businesses. This is a public relations and marketing effort. Pharmaceutical companies can post advisory articles on social networking sites. Topics include health, medicine, lifestyle, nutrition and more. You can also publish photos, videos, commercials, and short text messages.
The author of this article conducted a survey of 50 major pharmaceutical companies operating in Poland. The results obtained show that the majority of pharmaceutical companies have accounts on social networking sites. The most popular services were Facebook (76% of responses), Twitter (34%), LinkedIn (32%) and Google+ (12%). These are also the most popular portals in the world. Facebook connects 1.59 billion users worldwide, Twitter 320 million users, LinkedIn has a 100 million base, and Google + has already persuaded 1 billion Internet users, even though it is the youngest. increase.
Epharma Marketing on social media is not without its drawbacks. Most importantly, the lack of immediate results and the difficulty of measuring them. This is because similar activities are being carried out in the integrated promotion activities by pharmaceutical communication. It is also a time-consuming form that requires regularity, constant dialogue, lasting relationships, and involvement. This form is insufficient in developing countries, where the problem of digital exclusion is widespread. Even among EU member states this is not a completely abstract problem. In Romania less than 50% of the population use the Internet.
Not without significance is the lack of full acceptance of social media. There is relatively low confidence in the network and the Internet users dislike impudence. The overabundance of information available on the Internet raises the noise effect in pharmaceutical communication and searching for true and accurate content. No full control over the flow of information provides the risk of unauthorized content, as well as unethical actions – information fraud, falsification of identity or privacy violation.
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