Study of influencers in the pharmaceutical field and connection with their audience
Through a methodology based on content analysis, the publications and reactions of the main pharmaceutical-themed profiles on TikTok are examined, delving into the communication resources, interaction strategies and topics with which they connect with their audience. The results reveal that, unlike other digital spaces, which are more prone to tension and confrontation, pharmaceutical influencers can openly expose their experience and professional opinion, and also demonstrate their mastery of the technical resources offered by TikTok to create informative videos about health.
Mediterranean Journal of Communication (MJC) / Revista Mediterránea de Comunicación (RMC)
Healthcare Fandom: How to Boost Engagement by Creating Fans
There is a clear need for "fan building" in healthcare. "Fans" are a critical engagement component of most industries; so how can healthcare remain the exception as it strives to be more consumer friendly? This book postulates that to have better (or more engaged) consumers in healthcare, we need to strive to build fans, followers, and friends.
First, readers are initiated to the complexities in healthcare and necessary mindset changes to create fans and sustained engagement. Second, a model based on best practices from consumer disciplines provides a blueprint for building healthcare fans. Third, possible applications for Fandom in healthcare are illustrated with tools and templates to get leaders started on their journey for transformative engagement through Fandom.
It incorporates wisdom based on interviews and discussions with healthcare leaders so Healthcare Fandom can become the oxygen needed for sustained healthcare engagement.
Purchase Here from Google books. Auth: Christina Speck
Why sports are the next big win for pharmaceutical marketing
Consumers are used to watching paid actors implore them to ask their doctors about any number of pharmaceutical drugs or treatments. But when more than a third of Americans say they follow or pay attention to sports teams, leagues, or favorite athletes at least semi-closely, according to a 2023 Pew Research survey, there is a whole field of underutilized marketing opportunities available for pharma.
Ad Age