Communication in a world of change: Engaging healthcare professionals through Twitter

Stefania Alvino
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Stefania Alvino: Daiichi Sankyo Italy, Italy

Journal of Digital & Social Media Marketing, 2022, vol. 9, issue 4, 308-317

Abstract: This article provides an overview of how marketers in the pharmaceutical industry can use Twitter to raise the visibility of their companies through, for example, disease awareness campaigns and contests for healthcare professionals, who can in turn use Twitter to increase their visibility, expand their network and keep themselves up to date with events in real time. As this article demonstrates, leveraging Twitter’s considerable potential requires not only knowledge of the key rules but also a pinch of creativity.

Keywords: digital transformation; social network; Twitter; digital communication; network; doctor; digital presence; digital reputation; digital ecosystem; visibility; digital marketing (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2022
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