Pharmaceutical Marketing STAR

Tiago Costa, Teresa Tiago (), Flávio Tiago, Sandra Faria and João Couto
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Tiago Costa: University of the Azores
Teresa Tiago: University of the Azores
Sandra Faria: University of the Azores
João Couto: University of the Azores

A chapter in Strategic Innovative Marketing, 2017, pp 173-178 from Springer

Abstract: Abstract Social media networks have become essential to the modern business world, and are especially a new channel for firms to connect with their clients and to establish a social customer relationship. Pharmaceutical firms can engage with health professionals and patients providing information and also obtaining feedback and referrals for online communities. This can be a powerful tool to build on with much more potential to explore. This work analyzes the social media profile and content created by pharmaceutical companies to develop a model for social media use. Their social media activity on both Facebook and Twitter was analyzed, and as a result, storytelling, triggers, amusement and reaction (STAR) model was proposed. The adoption of this model can enhance engagement online and therefore increase brand value and connectivity with consumers.

Keywords: Social media; Facebook; Twitter; YouTube; Engagement; Pharmaceutical marketing (search for similar items in EconPapers)
Date: 2017
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Persistent link: https://EconPapers.repec.org/RePEc:spr:prbchp:978-3-319-56288-9_24

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DOI: 10.1007/978-3-319-56288-9_24

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