制药公司与消费者之间社交媒体互动分析：“点赞”的影响力
Analysis of Social Media Interactions Between Pharmaceutical Companies and Consumers: The Power of the "Like".
作者信息
Jackson William, Park Boas, Toscani Michael, Hermes-DeSantis Evelyn
机构信息
1 Ernest Mario School of Pharmacy, Department of Pharmacy Practice and Administration, Rutgers Institute for Pharmaceutical Industry Fellowships, Rutgers University, Piscataway, NJ, USA.
出版信息
Ther Innov Regul Sci. 2015 May;49(3):387-391. doi: 10.1177/2168479014561803.
BACKGROUND
The way in which pharmaceutical companies are using social media is vitally important in staying competitive, but the way social media users respond is equally if not more important. This study aimed to evaluate the use of social media by the top 20 pharmaceutical companies and to determine how much consumers interacted with these posts.
RESULTS
The top 20 pharmaceutical companies included in this study were present in varying degrees on Twitter, YouTube, and Facebook (90%, 70%, and 50%, respectively). A linear regression analysis between pharmaceutical company interactions and corresponding consumer interactions for each social media platform did not find a statistically significant association ( r = 0.44, 0.49, and 0.22, respectively).
CONCLUSION
In a descriptive review of the social media posts analyzed, this study found pharmaceutical company posts to relate to disease state awareness, business updates, and community outreach projects.
背景
制药公司利用社交媒体的方式对于保持竞争力至关重要，但社交媒体用户的反应同样重要，甚至更为重要。本研究旨在评估排名前20的制药公司对社交媒体的使用情况，并确定消费者与这些帖子的互动程度。
结果
本研究纳入的排名前20的制药公司在推特、优兔和脸书上的存在程度各不相同（分别为90%、70%和50%）。对每个社交媒体平台上制药公司互动与相应消费者互动之间的线性回归分析未发现具有统计学意义的关联（r分别为0.44、0.49和0.22）。
结论
在对所分析的社交媒体帖子进行描述性综述时，本研究发现制药公司的帖子与疾病状态认知、业务更新及社区外展项目相关。
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