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市場調查報告書
藥品企業與推特：存在感的擴大
Pharma on Twitter: Developing a Presence
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藥品企業與推特：存在感的擴大 是由出版商Doctor's Guide Publishing Limited (FirstWord Pharma)在2011年06月所出版的。
這份英文市場調查報告書包含56 Pages 價格從美金395起跳。
本報告書為醫藥品企業的推特利用動向之相關調査分析、做為社群媒體戰略的一部分、溝通工具的一部分的推特之利用優點、利用方法、各種影響等項目的相關整理，概述如下。
推特戰略
- 企業設立推特的企業帳號之理由
- 做為對象的人
- 推特之互動方式轉移方法與轉移理由
- 主要事件
企業帳號的營運
- 推特負責人
- 內容的生成與管理
- 產業導覽準據
- 全球 vs 在地帳號
- 企業 vs 個人管理
推特對商業所造成的影響
- 外部利益關係人的關係所造成的影響
- 推特活動相關的企業內認知
- 行銷&溝通戰略所造成的影響
Abstract
Does your company have a Twitter account? Want to know what all the buzz is
about? Whether you are an experienced Twitter user or just curious, Pharma on
Twitter: Developing a Presence, shares first-hand experiences from corporate
tweeters on how and why pharmaceutical companies are using this medium as a
communications tool.
In the five years since GlaxoSmithKline set up the first industry corporate
Twitter account, more than 130 pharmaceutical Twitter accounts have been
created. Through a series of interviews with pharma industry communications
specialists, the report examines the reasons why Pharma has turned to Twitter
as part of its social media strategy and the benefits the microblogging
platform brings. Practitioners discuss the challenges of operating in a new
media environment while ensuring they are compliant with established industry
regulations, and how their experiences with Twitter have brought a departure
from the traditional broadcast model of corporate communications into
something more conversational.
Key quotes from the report:
“It would appear that Pharma and the whole medical communication
community' s model for communicating about its products and businesses is not
only changing, but changing very quickly. Whereas the industry has up until
the recent past been used to a very limited distribution, it is entering an
era where obligations may exist not to offer information without providing the
concurrent opportunity for people to respond properly to it.”
“It helped us realize that there are not actually legions of people
waiting to attack us on Twitter, and that we can just be involved in a normal
way”
Experts interviewed:
- Stacy Burch, Director, Corporate Reputation and Digital
Communications, Sanofi-aventis
- Alex Butler, EMEA Marketing Communications Manager, Johnson &
Johnson
- Jennifer Kokell, Specialist, Global Media Relations, Pfizer Inc.
- Sabine Kostevc, Head of Corporate Internet and Social Media, Roche
Who would benefit from this report?
- Business Intelligence
- eBusiness / Emerging Technologies
- Digital Strategy and Communications
- Marketing Research
- Marketing / Category / Product Management
- Media Relations
- Sales Management
- Corporate Affairs
- Corporate Communications
Key Features
- Expert interviews with leading corporate Pharma communications specialists
- First-hand case studies from @JanssenUK, @pfizer_news, @Roche_com and
@sanofiaventisUS - objectives, challenges, successes and outcomes
- Ranking tables of PharmaTwitter accounts currently operating with numbers
“following” each
Table of Contents
Twitter strategies:
- Why companies set up corporate Twitter accounts
- Who companies engage with
- How and why companies have moved from a “listen and learn” to
a more interactive approach with Twitter
- Key highlights and milestone
Running a corporate Twitter account:
- Who is responsible for Twitter
- Content generation & management
- Working within industry guidelines
- Global vs. local accounts
- Handling corporate vs. personal identities
The impact Twitter has on business:
- What impact has Twitter had on external stakeholder relations?
- How has the Twitter activity been received internally?
- What impact has Twitter had on wider marketing and communications strategy?
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