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.
- Social media
- Pharmaceutical marketing
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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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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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