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Strategic Innovative Marketing pp 173–178Cite as

Pharmaceutical Marketing STAR

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Abstract

Social media networks have become essential to the modern business world, and are especially a new channel for firms to connect with their clients and to establish a social customer relationship. Pharmaceutical firms can engage with health professionals and patients providing information and also obtaining feedback and referrals for online communities. This can be a powerful tool to build on with much more potential to explore. This work analyzes the social media profile and content created by pharmaceutical companies to develop a model for social media use. Their social media activity on both Facebook and Twitter was analyzed, and as a result, storytelling, triggers, amusement and reaction (STAR) model was proposed. The adoption of this model can enhance engagement online and therefore increase brand value and connectivity with consumers.

Keywords

  • Social media
  • Facebook
  • Twitter
  • YouTube
  • Engagement
  • Pharmaceutical marketing

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Fig. 1

Source Adapted from Kietzmann et al. (2011), p. 243

Fig. 2

Source Adapted from Griffiths et al. (2012)

Fig. 3

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Acknowledgements

We gratefully acknowledge Advance Research Centre—ISEG and financial support from “Fundação para a Ciência e Tecnologia” (FCT—Portugal), national funding through research grant (UID/SOC/04521/2013) and CEEAplA.

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Authors and Affiliations

  1. Economics and Business School, University of the Azores, Ponta Delgada, Portugal

    Tiago Costa, Teresa Tiago, Flavio Tiago, Sandra Faria & João Couto

Authors
  1. Tiago Costa
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  2. Teresa Tiago
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  3. Flavio Tiago
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  4. Sandra Faria
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  5. João Couto
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Corresponding author

Correspondence to Teresa Tiago .

Editor information

Editors and Affiliations

  1. T.E.I. of Athens, Athens, Greece

    Androniki Kavoura

  2. Department of Computer Science and Technology, University of Peloponnese, Tripoli, Greece

    Damianos P. Sakas

  3. T.E.I. of Athens, Athens, Greece

    Petros Tomaras

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Costa, T., Tiago, T., Tiago, F., Faria, S., Couto, J. (2017). Pharmaceutical Marketing STAR. In: Kavoura, A., Sakas, D., Tomaras, P. (eds) Strategic Innovative Marketing. Springer Proceedings in Business and Economics. Springer, Cham. https://doi.org/10.1007/978-3-319-56288-9_24

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