Research and Markets: Effective Social Media Marketing Strategies for Pharmaceutical Market

DUBLIN--()--Research and Markets ( has announced the addition of the "Effective Social Media Marketing Strategies for Pharmaceutical Market" report to their offering.

The high and rapidly increasing popularity of social media platforms such as Facebook, YouTube, and Twitter is expected to revolutionize the marketing strategies employed in the pharmaceuticals industry. In addition to marketing, an increasing number of pharma players have also begun leveraging these platforms to enhance consumer relationships and improve brand management, based on the market intelligence generated by monitoring and analyzing user-generated content.

The ability to incorporate consumer feedback to develop new products is also expected to initiate a strategic shift in the operational model of pharma companies. Social media involvements are expected to increase product sales, especially those of OTC drugs, in the long term. Novartis for instance has already begun using Youtube and Facebook to enhance the sales for its OTC drugs such as Comtrax, Orofar and Bufferin. J&J, one of the first pharma giants to enter the social media space, has used online platforms for crisis management when the company recalled its products (Tylenol and Benadryl tablets) it used social websites to apologize to consumers for irregularities in its manufacturing plant found during FDA inspection.

Market estimates and forecast:

The report provides in-depth social media usage in pharmaceutical industry and analyses top 20 pharmaceutical players individually, for their social media presence. Further effective social media strategies are discussed in detail that can be useful in developing a successful social media campaign for pharmaceutical market. Benefits, Risks and Future impact of social media are analyzed separately. Geographic variations in terms of social media usage and regulations are also covered.

The internet has revolutionized healthcare delivery and disease management practices by enhancing interaction between healthcare consumers and other stakeholders of the healthcare industry (physicians, pharmaceutical companies, and healthcare institutions).

The use of social media tools by hospitals and pharmaceutical organizations has made patients better-informed stakeholders of the healthcare system. It has created for them a support network of other patients, and has also enabled them to be more actively involved in their treatment and prescription decisions.

Interactive web platforms have generated high consumer interest by enabling consumers to discuss their views, and by creating a more transparent model of communication. Hospitals are employing social media to disseminate information, provide health education, increase patient awareness, and to maintain customer relationships.

Pharmaceutical companies are leveraging social media platforms for consumer engagement purposes, and are also employing these tools to enhance customer retention and brand perception. Social media platforms also enable pharmaceutical companies to gain market intelligence, obtain real time customer feedback, spread disease awareness, and engage in brand promotion.

J&J was one of the earliest adopters of social media in the pharmaceutical industry. In 2006, the company adopted Web 2.0 and started its Kilmer House blog on company history. Since then, the company has developed multiple social media tools such as and Safekids USA.

In 2010, 15 of the top 20 pharmaceutical players have created a strong social media presence on different channels such as Facebook, Twitter and YouTube. In addition to forming brand-sponsored patient communities, 18 of the top 20 pharmaceutical players have also established their presence on the three most popular social networking sites, i.e., YouTube, Twitter, and Facebook. (The sites popularity rating is based on the number of users following the top five pharmaceutical companies from May 14, 2010 to July 14, 2010.)

Key Topics Covered:

1 Introduction 1.1 Key Take-Aways 1.2 Report Description 1.3 Scope And Format 1.4 Stakeholders 1.5 Research Methodology

2 Social Media Overview 2.1 Introduction 2.2 Drivers And Restraints Of Socail Media Use In Pharmaceutical Industry 2.3 Conventional Media Vs. Online Social Media 2.4 Role Of Internet In Healthcare 2.5 Social Media Evolution In Healthcare 2.6 Use Of Social Media By Top Pharmaceutical Players 2.7 Social Media Strategies Used By Top Pharmaceutical Players

3 Key Social Media Tools 3.1 Introduction 3.2 Types Of Social Media Tools 3.3 Comparative Analysis

4 Effective Social Media Strategies 4.1 Introduction 4.2 Determine The Right Social Media Mix 4.3 Enlarge User-Base/Online Audience 4.4 Develop Brand Perception 4.5 Building Consumer Communities 4.6 Integrate Consumer In The Business 4.7 Polices On Communicating Via Social Platforms

5 Benefit & Risk Analysis Of Social Media In Healthcare 5.1 Benefit Analysis 5.2 Risk Analysis

6 Impact Of Social Media On Healthcare Stakeholders 6.1 Introduction 6.2 Pharmaceutical/Lifescience Companies 6.3 Hospitals 6.4 Health-Related Government Bodies 6.5 Healthcare Professionals 6.6 Patients/Consumers 6.7 Health Insurance Providers

7 Geographic Analysis Of Use Of Social Media 7.1 Introduction

8 Future Impact Of Social Media 8.1 Introduction 8.2 Increase In Social Engagement Of Pharmaceutical Companies 8.3 Consumer Engagement In Business Development 8.4 Reinvention Of Marketing And Sales Strategies 8.5 Innovation In Products And Services 8.6 Support To Sales Force 8.7 Enhance Business Operational Efficiencies

9 Case Studies Of Top 20 Pharmaceutical Companies

Companies Mentioned:

  • Abbott Labs
  • Amgen
  • Astellas Pharmaceuticals
  • Astra-Zeneca
  • Bayer Pharmaceuticals
  • Baxter
  • Boehringer Ingelheim
  • Bristol Myers Squibb
  • Daiichi Sankyo
  • Eli Lilly
  • Glaxosmithkline
  • Johnson & Johnson
  • Merck
  • Novartis
  • Novo Nordisk
  • Pfizer
  • Roche
  • Sanofi-Aventis
  • Teva Pharmaceuticals
  • UCB

For more information visit


Research and Markets
Laura Wood, Senior Manager,
U.S. Fax: 646-607-1907
Fax (outside U.S.): +353-1-481-1716


Research and Markets
Laura Wood, Senior Manager,
U.S. Fax: 646-607-1907
Fax (outside U.S.): +353-1-481-1716