製藥公司之社群媒體有效利用策略 是由出版商Business Insights在2011年08月所出版的。
這份英文市場調查報告書包含Pages: 179 價格從美金3835起跳。
目前有許多醫師們透過社群網路及專家網路互通資訊，使製藥公司負責人員獲得資訊之機會越來越少。因此，製藥公司必須補足其行銷方式，一般認為，加入社群媒體為最佳之手法。
本報告為，由製藥產業立場分析社群媒體環境，並評估社群媒體管道及製藥公司目前使用之社群媒體。匯整製藥公司使用之優勢及挑戰，專家訪問意見等，以下列摘要形式闡述。
第1章 實施概要、摘要
- 健康保健中社群媒體概要
- 社群媒體之平台
- 社群媒體相關優勢及挑戰
- 股東之期待及成功尺度
- 展望、商務機會、可能性
第2章 關於作者
第3章 健康保健中社群媒體概要
- 序
- 社群媒體之定義
- 社群媒體之進步
- 製藥產業中社群媒體之進步
- 醫師/保健專家中社群媒體之進步
- 病患社群中社群媒體之進步
- 由其他產業使用社群媒體方式學習
- 目前使用之社群媒體 vs. 傳統媒體
- 製藥產業對社群媒體之投資
- 製藥產業行銷之社群媒體佔有率
- 傳統行銷方式及社群/數位媒體之整合
第4章 社群媒體之平台
- 概要
- 社群媒體之平台
- 製藥產業中主要個人社群媒體平台之使用方式
- Facebook
- Twitter
- YouTube
- 部落格及論壇
- 社群媒體・裝置
- 線上社群
第5章 社群媒體相關優勢及挑戰
- 概要
- 社群媒體對製藥產業之優點
- 疾病及製藥公司之知名度
- 線上對話監測
- 透過熟知基本客戶調整更好資訊
- eCME可提供保健專家資訊
- 教育知識可加強病患治療之控制
- 挑戰
- 法規
- 醫療藥物副作用報告
- 用戶製作內容
- 信賴
- 勞動成本增加
- 隱私/數據安全之考量
第6章 股東之期待及成功尺度
- 概要
- 消費者環境中社群媒體之效果
- 保健環境中社群媒體之成效
- 社群媒體・主動測定
- 製藥公司對社群媒體之ROI目前處理方式
- 透過社群媒體加強公司競爭力
- 案例研究： Ferring及Doctors.net.uk
- 案例研究： Patient Safety First及Doctors.net.uk
- 社群媒體利使用之直接結果及成本縮減
第7章 展望
- 概要
- 製藥產業之商業機會
- 推動臨床實驗
- 大眾資訊來源
- 授權合約及業務合作
- 新平台/概念之未來性
- 結論
Description
INTRODUCTION
This report analyses the social media environment from the pharmaceutical industry's perspective. It assesses the different social media channels and their current use by pharma with case studies given. The benefits and challenges for pharma of engaging with social media are given and the views of several industry experts interviewed for this report are included.
FEATURES AND BENEFITS
- Understand the role that the different forms of social media can play in your sales and marketing endeavours.
- Understand the role that closed patient networks can play in the recruitment of patients for clinical trials.
- Understand the role that social media can play in improving health outcomes for patients and how this can help products gain reimbursement.
- Understand how pharma can use social media to over come issues relating to a lack of trust in the industry in patients and physicians.
- Assess future technologies in the social media space and plan for their launch.
HIGHLIGHTS
Doctors and patients have been much faster than pharma in their adoption of social media. Resultant changes in behavior include doctors increasing hesitancy to engage with drug reps for information, as they engage via social and professional networking sites with each other; and the emergence of the patient as a major health information consumer.
Pharma increased its investment in digital by 78% in 2010 and social media is now accounting for an increasing share of marketing spend vs. traditional marketing. In the short- to mid-term future, the most prudent approach might be to integrate social media into the marketing mix, using it in a complementary way with traditional marketing.
Social media comes in many different forms which can be used for different purposes by pharma. Open social networks such as Facebook and Twitter can be used as part of more general brand building strategies whereas more targeted closed networks such as PatientsLikeMe and Doctors.net can be used for clinical trial recruitment.
YOUR KEY QUESTIONS ANSWERED
- What are the different forms of social media and how can I use them most effectively?
- How can I plan my social media strategy and stay within the bounds of the law?
- How have other companies used social media successfully, and how can I replicate their successes and avoid their mistakes?
- How best can I use the various forms of social media to form a layered strategy that will achieve my stated aims?
- How can I best use social media to listen to the needs of patients and physicians?
Table of Contents
Executive Summary
- Social media in healthcare overview
- Social media platforms
- Benefits and challenges of engaging in social media
- Stakeholder expectations and measurements of success
- The future, opportunities and possibilities?
About the author
Social media in healthcare overview
- Summary
- Introduction
- Definition of social media
- Evolution of social media
- The evolution of social media within pharma
- Evolution of social media within the physician/HCP community
- Evolution of social media within patient communities
- Lessons to be learnt from other industries' use of social media
- Social media versus conventional media in healthcare today
- Pharma investment in social media
- Social media's share of pharma's marketing share of voice
- Integrating traditional marketing tools with social/digital media
Social media platforms
- Summary
- Introduction
- Social media platforms
- General stats for social media platforms
- Pharma's use of major individual social media platforms
- Facebook
- Twitter
- YouTube
- Blogs and forums
- Other platforms
- Social media devices
- Online communities
Benefits and challenges of engaging in social media
- Summary
- Introduction
- Benefits of social media for pharma
- Building disease and brand awareness
- Monitoring online conversations
- Insight into the customer base allows for information to be tailored
- Facilitates eCME for HCPs
- Patients empowerment gives more control over their treatment
- Certain therapy areas lend themselves to the use of social media
- Crosses geographical boundaries
- Challenges
- Legal/regulatory
- Adverse drug reaction reporting
- User generated content
- Trust
- Getting the buy-in of stakeholders, both internal, and external
- Labor costs can be high
- Privacy/data protection considerations
Stakeholder expectations and measurements of success
- Summary
- Introduction
- Social media effectiveness within the consumer environment
- Social media outcomes within the healthcare environment
- Measurement of social media activity
- Pharma's current approach to social media ROI
- Gaining a company competitive advantage in social media
- Case study: Ferring and Doctors.net.uk
- Case study: Patient Safety First and Doctors.net.uk
- Cutting costs as a direct result of using social media
- Tools for measurement of 'Peer Influence'
- Government expectations for 'outcomes'
- Demonstrating positive outcomes
The future and what does it hold?
- Summary
- Introduction
- Opportunities for pharma
- Clinical trial recruitment
- Crowdsourcing
- Licensing and collaborations
- Potential new platforms/concepts
- Conclusions
- Embracing social media to focus on outcomes
- Words of caution
- Conclusions of the experts
- Final conclusions
Appendix
- Methodology
- Glossary/Abbreviations
- Bibliography/References
