JOURNAL ARTICLE

Findings from Oakland University Update Knowledge of Pharmaceuticals (Managing Pharmaceutical Promotion Mix In the Rise of Social Media).

  • Published In: Psychology & Psychiatry Journal, 2024. P. 78 1 of 2

  • Database: Psychology Source 2 of 2

Abstract

A study published in the Psychology & Psychiatry Journal from Oakland University in Rochester, Michigan, explores how pharmaceutical companies are adapting their promotional strategies in the age of social media. The research analyzes data from 41 brand drugs across 7 therapeutic classes between 2007 and 2014, showing that social media posts can impact the effectiveness of different promotional activities. The findings suggest that the volume and sentiment of social media posts can either enhance or hinder the sales impact of pharmaceutical promotions, shedding new light on traditional marketing practices in the presence of social media. For more information, readers can refer to the original article in Psychology & Marketing. [Extracted from the article]

Additional Information

  • Source:Psychology & Psychiatry Journal. 2024/11, p78
  • Document Type:Article
  • Subject Area:Marketing
  • Publication Date:2024
  • ISSN:1944-2718
  • Accession Number:181027183
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