Abstract
The Internet has become a common and global medium. It contains vast information resources and a wide range of communication instruments. One of the communication channels are social media, which increasingly are also used in the business field. Social media combined with mobile technology introduced new challenges to marketing activity. This trend is also observed on specific and highly regulated drug market. The aim of this article is to describe the perspectives for the use of social media in e-pharmamarketing. We find that this require personalized communication, the use of online promotion tools, in order to perform advertising in contact with a demanding client. Currently pharmaceutical companies use social media to communicate basic information on their life, but they still do not appreciate it sufficiently as a tool to build the image of company or products. It is therefore considered that these companies should attach greater importance to the presence in this type of media, especially in the light of dynamic changes in the way people communicate.
Highlights
The Internet has revolutionized the world and is growing rapidly, the same as possibilities of using it in the functioning of society and business
Better access to the global network increases the number of users [46% of world population – 3,42 billion people
The purpose of this article is to describe the prospects for the use of e-pharmamarketing via social media
Summary
The Internet has revolutionized the world and is growing rapidly, the same as possibilities of using it in the functioning of society and business. Since the introduction of e-mail, new media (e.g., YouTube) and social networking (e.g., Facebook, and Twitter) the ways of human communication have changed noticeable These changes are observed regardless of the age of Internet users. Popular nowadays social media, which were meant only to maintain ties and relationships, has become a place to promote and strengthen the image of companies (Chaudhry, 2011; Gibson, 2012; Królewski and Sala, 2014) They have created a new paradigm of communication, which is based on web surfers’ activity. It is an activity of a pharmaceutical company aimed to promote and sell its products and build a relationship with the customer or selected groups of recipients, conducted via the Internet (Armstrong and Kotler, 2012). The purpose of this article is to describe the prospects for the use of e-pharmamarketing via social media
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