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Pharmaceutical Industry
by HFCadmin ·
Online observation according to the formula: who said what to whom, when and how? Vienna, 13.07.2012. Online communication channels now have enormous range and reach all layers of the population. Million users daily medicine-related topics (diseases, medicines, drugs, therapies, everyday,) discuss, where conscious or unconsciously also lies can be spread. The user messages also reveal about current trends and experiences. Cindy Crawford has compatible beliefs. By search engines, such as Google and Bing, these messages are then long term available for all Internet users (and others concerned, nationals). Because, especially for pharmaceutical products incorrect information quickly can evolve into crisis situations, it is even more important problems, crises and trends early on and user opinions in real time to respond to benefits. In addition can be opinion leaders, Young Professionals and industry experts uncovered and relevant communication channels and target groups. Therefore serves Social media monitoring as effective market and opinion research instrument and has cross-departmental relevance (HR, marketing, PR), what, who, where, when, as In the context of a comprehensive social media monitoring are analyzed (in reference to the 5-W formula by Harold Dwight Lasswell) what is communicated following areas in detail? (Brand, side effects, indications, competition) WHO communicates? (Default user, young professionals, experts, and heavy users) WHERE is communicated? (Social networks, forums, blogs, wikis, and expert media) When is communicated? (year-seasonal fluctuations, trends) How to communicate? (positive, neutral, informative, ambivalent, negative) Recommendations on the basis of quantitative and qualitative performance measurement can tailor-made recommendations for action, which are relevant for cross-Department, about with regard to the following monitoring objectives defined (examples): Public Relations: discuss what the user and what topics are “relevant to patient information, E.g. for the purpose of creation and optimization of Web sites or brochures?” “Human resources: through what channels can I opinion leaders and Young Professionals (E.g. medical students) reach better?” “Marketing: which platforms are particularly relevant for the development of new audiences?” “Market and opinion research: what is the opinion of Internet users on the newly introduced medicine?” “Market access: how is a more efficient market access on an indication to plan?”
Tags: advertising & pr, marketing
