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Pharmaceutical Marketing STAR

In: Strategic Innovative Marketing

Author

Listed:
  • Tiago Costa

    (University of the Azores)

  • Teresa Tiago

    (University of the Azores)

  • Flavio Tiago

    (University of the Azores)

  • Sandra Faria

    (University of the Azores)

  • João Couto

    (University of the Azores)

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.

Suggested Citation

  • Tiago Costa & Teresa Tiago & Flavio Tiago & Sandra Faria & João Couto, 2017. "Pharmaceutical Marketing STAR," Springer Proceedings in Business and Economics, in: Androniki Kavoura & Damianos P. Sakas & Petros Tomaras (ed.), Strategic Innovative Marketing, pages 173-178, Springer.
    • Handle: RePEc:spr:prbchp:978-3-319-56288-9_24
    DOI: 10.1007/978-3-319-56288-9_24
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