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市場調查報告書
醫藥品的數位行銷和社群媒體
Pharmaceutical Digital Marketing and Social Media
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醫藥品的數位行銷和社群媒體 是由出版商Cutting Edge Information在2011年11月所出版的。
這份英文市場調查報告書包含187 Pages 價格從美金7695起跳。
本報告提供生命科學企業的數位行銷及社群媒體利用調查分析，新的行銷媒體的組成，社群媒體的引進趨勢，E行銷部門的組成·人材·預算，代理店利用等相關產業的動向與建議等彙整資料，為您概述為以下內容。
摘要整理
數位途徑和傳統途徑的整合
醫藥品產業的社群媒體和行動技術
E行銷的組成·職員·預算
數位行銷的外包服務
數位行銷的風險最小化的結構的策略
Abstract
With the Internet feeding consumers' hunger for health information, digital
channels offer life science companies significant untapped potential to reach
and interact with physicians and patients. Some marketing teams have already
responded by boosting their digital activity, and growth trends indicate that
some digital channels will surpass more traditional media tools. But as the
industry explores this new territory, questions loom about regulatory
compliance, ROI, adverse events monitoring and other challenges - leaving some
companies behind the curve as they try to navigate both opportunities and
pitfalls. Meanwhile, leading-edge firms forge ahead by integrating digital
tools into overall brand- and corporate-level strategies. Keep pace in this
evolving landscape with benchmarks and fresh insights from topperforming
digital marketing teams and executives. Findings will help you establish a
comprehensive digital strategy, learn from others' successes and missteps, and
make the most of emerging opportunities:
- Prioritize your digital marketing objectives: Digital marketing is
on the rise, but how should teams use their new tools? Explore real-world
marketing mixes, case studies and rankings to understand industrywide usage
and goals for digital marketing, social media and mobile technology.
- Overcome internal and external obstacles: Learn how leading
companies manage compliance, gauge ROI and avoid outsourcing pitfalls. Along
the way, explore how digital models help teams mitigate regulatory risks and
earn internal buy-in for new initiatives.
- Win critical resources: Allocations for digital activities are
climbing, but the function remains new, and its responsibilities will grow.
Benchmark structure, staffing, budget and reporting lines to develop a team
equipped to face challenges both now and in the future.
Table of Contents
9 Executive Summary
- 14 Study Methodology
- 16 Study Definitions
- 17 Digital Marketing: Key Findings and Recommendations
31 Integrating Digital and Traditional Channels
- 36 The New Pharmaceutical Marketing Mix
51 Social Media and Mobile Technology in Pharma
- 53 Pharma's In-Roads into Social Media
- 91 Mobile Technology
103 eMarketing Structure, Staffing and Budgets
- 105 eMarketing Organizational Structure
- 117 eMarketing Staffing Resources
- 135 Digital Marketing Budgets
145 Outsourcing Digital Marketing
- 150 Agency Ratings: Six Categories for Digital Success
175 Structural Strategies for Mitigating Digital Marketing Risk
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