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Pharmaceutical industry’s web 2.0 initiatives in the new communication landscape
Jönköping University, Jönköping International Business School, JIBS, Business Administration.
University of Novi Sad.
University of Novi Sad.
2016 (English)In: Ekonomika Preduzeca, ISSN 0353-443X, no 3-4, 289-300 p.Article in journal (Refereed) Published
Abstract [en]

Pharmaceutical companies function in complex, heavily regulated markets characterized by declining access to physicians, limited customer loyalty, downward pricing pressure and low levels of public trust. The communication with key influencers requires above-average creativity and knowledge, and old, analogue patterns of communication in the new digital world are not an effective option anymore. Building on the fundamental ideas of Web 2.0, this paper deals with Web 2.0-oriented solutions for pharmaceutical companies. New communication landscape requires pharmaceutical companies to rethink the communication logic, which will help them to reach out to key influencers.

Place, publisher, year, edition, pages
Serbian Economists Association , 2016. no 3-4, 289-300 p.
Keyword [en]
Web 2.0, pharmaceutical industry, social media, marketing
National Category
Business Administration Communication Studies
URN: urn:nbn:se:hj:diva-31950OAI: diva2:1033839
Available from: 2016-10-10 Created: 2016-10-10 Last updated: 2016-10-27Bibliographically approved

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