Biomedical Engineering Reference
In-Depth Information
Experiment even if it means failures . As social media is constantly evolving,
firms should be prepared to learn continually. Successful pharmaceutical firms
will be those that are bold to experiment with social media initiatives and learn
from them.
16.6
Conclusions
A growing reliance on online communication, facilitated by advances in tele-
communication devices, has enabled social media to become a vital channel for
information exchange. This chapter reviewed how social media are redefining
marketing, particularly in the context of the healthcare and pharmaceutical indus-
tries. It assessed the stream of literature on word of mouth and analyzed examples
from pharmaceutical companies such as Johnson & Johnson, GSK, and Pfizer.
It provides an actionable framework and strategy for marketers to think about and
develop an integrated social media marketing strategy. Finally, it highlights fruitful
avenues for future research.
Social networking is not a fad. It is a global phenomenon happening in all mar-
kets and infiltrating economic, social, and cultural borders. As the communication
landscape continues to evolve, only companies that are proactive by engaging in
online communities early and by innovating continuously through social media will
experience significant success.
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