Pharma and healthcare social media marketing is an area that is extremely relevant to the modern, digital age, where stakeholders in the pharmaceuticals and healthcare industries are reaching out to their potential customers through digital, social media platforms.
Social media tools today enable one-to-one interactions among stakeholders and their target customers via content creation, sharing, along with exchange of new ideas and information about products through virtual communities and social networks.
The global market for pharma and healthcare social media marketing services is booming in the information age, as almost all the stakeholders in the pharma and healthcare industries are emerging in the world of social media to market their products, mainly because their potential customers are spending most of their time on social media.
Though social media tools are proving highly effective for the marketing of pharma and healthcare products in the world of customer-centric business, their use is still a matter of debate among end users.
Nevertheless, the overall growth of the global market for pharma and healthcare social media marketing services is expected to witness astonishing growth in the coming years, as a majority of businesses are taking their operations digitally.
Leading players in the market are increasing their focus on crafting creative marketing campaigns to help their customers gain a competitive advantage through more effective interaction and engagement with their target audience consistently.
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Social Media Marketing Strategies to Help Strengthen Customer Relationship
Leading players in the pharmaceuticals and healthcare sector have always been experimenting with innovative ways to expand their customer base and gain a competitive advantage, while there are multiple restrictions on the advertising and marketing of pharmaceuticals and medical products.
However, social media platforms have emerged as a useful tool for pharma and healthcare companies to implement effective marketing campaigns that can give amplified results to their efforts of improving engagement, expanding their customer base, and ultimately, dramatically boosting the brand performance in global markets.
Global leaders in the pharmaceuticals and healthcare markets are leveraging the modern social media platforms to establish a new brand identity and creating brand awareness among their existing as well as potential customer bases.
This enables them to create a personal bond with each one of their audience on social media, which further strengthens their customer relationship management operations, and it is expected to further highlight the importance of social media marketing among pharma and healthcare companies in the coming years.
In addition to this, social media marketing is also giving a completely different perspective to pharma and healthcare marketing, as it can also contribute to the end users’ efforts not only in building but also in improving corporate communication and investor relations.
It has also helped them improve their customer services even on corporate levels through the implementation of creative social media marketing campaigns.
Involvement of Regulatory Bodies may Restrict the Scope of Social Media Marketing for Pharma and Healthcare Companies
The pharma and healthcare sector is subjected to various rules and regulations regarding the marketing of medical and pharmaceutical products, and this scenario also follows in the planning of social media marketing strategies for these companies.
Governing bodies are modifying their traditional regulatory restrictions on the advertising of drugs and other marketing innovations in the pharma and healthcare industries.
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Involvement of regulatory bodies in the global market for pharma and healthcare social media marketing is mainly in the areas of crafting and issuing guidelines in advertising of drugs and biologists through interactive media.
Various policies along with laws and regulations play an instrumental role in deciding the importance and effectiveness of social media in the marketing of pharma and healthcare products, though it restricts the scope of marketing campaigns.
For instance, the United States Food and Drug Administration (FDA) released new guidelines in January 2014, for the pharmaceuticals and healthcare industries defining the regulatory requirements vis-a-vis the marketing submissions for human and animal drugs across social media platforms.
Through its draft, the FDA also clarified various guidelines for content creators and marketers working in the pharmaceutical and healthcare marketing industry while working on the dissemination of branded information about drugs and biologics.
Pharma and Healthcare Social Media Marketing Market: Competitive Landscape
- Digital Healthcare
- Sermo
- MomMD
- Student Doctors Network
- QuantiaMD
- Doximity
- Healthcare and Medical Software
- Orthomind
- WeMedUp
- Medical Apps
- DoctorsHangout
- Nurse Zone
- All Nurses
- Medical Doctors
- Ozmosis
Other pharma and healthcare companies that are highly engaged in social media marketing include Novartis, Johnson & Johnson, Pfizer, Inc., Novo Nordisk, and Bayer AG.
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Pharma and Healthcare Social Media Marketing Market: Segment Analysis
The pharma and healthcare social media marketing market can be segmented on the basis of the following:
By Social Media Platform
- Youtube
By End User
- Healthcare Professionals
- Hospitals
- Biotechnology Companies
- Patients/Consumers
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