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Communication in a world of change: Engaging healthcare professionals through Twitter

Author

Listed:
  • Alvino, Stefania

    (Daiichi Sankyo Italy, Italy)

Abstract

This article provides an overview of how marketers in the pharmaceutical industry can use Twitter to raise the visibility of their companies through, for example, disease awareness campaigns and contests for healthcare professionals, who can in turn use Twitter to increase their visibility, expand their network and keep themselves up to date with events in real time. As this article demonstrates, leveraging Twitter’s considerable potential requires not only knowledge of the key rules but also a pinch of creativity.

Suggested Citation

  • Alvino, Stefania, 2022. "Communication in a world of change: Engaging healthcare professionals through Twitter," Journal of Digital & Social Media Marketing, Henry Stewart Publications, vol. 9(4), pages 308-317, March.
    • Handle: RePEc:aza:jdsmm0:y:2022:v:9:i:4:p:308-317
    as

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    More about this item

    Keywords

    digital transformation; social network; Twitter; digital communication; network; doctor; digital presence; digital reputation; digital ecosystem; visibility; digital marketing;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising

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