Upravljanje javnih podob vodilnih farmacevtskih podjetij na spletnih družbenih omrežjih

Prevolšek, Aljaž (author), Kos, Mitja (mentor)

Uvod: Digitalno trženje omogoča zelo dobro razumevanje potrošniških potreb. Kljub dejstvu, da potrošniki vse več časa namenjajo uporabi spletnih družbenih omrežij, farmacevtska industrija sodeč po digitalni dozorelosti zaostaja za drugimi reguliranimi industrijskimi panogami, kot sta bančništvo in zavarovalništvo. Namen: Naš namen v tej nalogi je bil oblikovati priporočila o učinkovitem upravljanju javnih podob na spletnih družbenih omrežjih, oceniti doslednost in učinkovitost farmacevtskih podjetij pri izvajanju teh priporočil in določiti nabor tematik objavam, na katere so se potrošniki najpogosteje odzivali. Metode: Izvedli smo analizo računalniško posredovane razprave (348 objav) na spletnih dnevnikih Facebooka, Twitterja in LinkedIna, ter njihovih partnerskih podjetij Sprout social in Buffer med 31. 7. 2019 in 1. 2. 2020. Na podlagi teh objav smo izluščili priporočila o učinkovitem upravljanju javnih podob na spletnih družbenih omrežjih. Sledila je analiza računalniško posredovane razprave 10 farmacevtskih podjetij na javnih podobah Facebooka, Twitterja in LinkedIna. Podatke za analizo smo pridobili z neposrednim pregledom objav in javnih podob podjetij ter z uporabo programskih oprem Fanpage karma in Facebook performance quadrant report. Z uporabo programskih oprem QDA Miner Lite in Microsoft Excel smo izvedli kodiranje besedil in drugih oblik računalniško posredovane komunikacije. Rezultati: 25 priporočil o uspešnem upravljanju javnih podob na spletnih družbenih omrežjih smo oblikovali na podlagi rezultatov pregleda spletnih dnevnikov. Najpogosteje zabeležena priporočila smo uvrstili v kategorijo uporabe grafičnih elementov (42,2 %). Upravitelji javnih podob so najbolj dosledno izvajali priporočilo o dodajanju logotipov k videoposnetkom (83,2 %), najmanj dosledno pa priporočilo o uporabi zgodb (0 %). Določili smo povprečne stopnje angažiranosti sledilcev farmacevtskih javnih podob, ki so bile 0,056 % na Facebooku, 0,026 % na Twitterju in 0,051 % na LinkedInu. Obeleževanje praznikov in svetovnih dni je bila skupna tematika najbolj uspešnih objav farmacevtskih javnih podob. Zaključki: Farmacevtska podjetja ne izvajajo priporočil o učinkovitem upravljanju javnih podob na spletnih družbenih omrežjih dosledno. Stopnje angažiranosti sledilcev farmacevtskih javnih podob so še vedno podpovprečne v primerjavi z drugimi industrijami.

• Language: Slovenian
• Keywords: priporočila, spletna družbena omrežja, digitalno trženje, farmacevtska industrija
• Work type: Master's thesis/paper
• Organization: FFA - Faculty of Pharmacy
• Year: 2021
• PID: 20.500.12556/RUL-125216
• Publication date in RUL: 07.03.2021

Secondary language

• Language: English
• Title: Management of leading pharmaceutical companies’ public profiles on online social network sites

Abstract

Introduction: Digital marketing enables marketers to gain a better understanding of consumer needs. In terms of digital maturity, the pharmaceutical industry lags behind other regulated industries, such as banking and insurance, despite the fact that consumers spend more and more time on digital media. Aim: Our purpose was to generate recommendations for the successful management of online social network profiles, to evaluate the consistency and efficiency of pharmaceutical companies in implementing these recommendations and to identify common topics amongst posts with the highest engagement on pharmaceutical online social network profiles. Methodology: We carried out a computer-mediated discourse analysis (348 posts) on the blogs of Facebook, Twitter and LinkedIn including the blogs of their partner companies Sprout social and Buffer between 31. 7. 2019 and 1. 2. 2020. We generated recommendations on how to successfully manage an online social network profile based on the analysis. This was followed by a computer-mediated discourse analysis of 10 pharmaceutical company's profiles on Facebook, Twitter and LinkedIn. We obtained the data through a manual review of posts and profiles and with the use of the Fanpage karma and Facebook performance quadrant report software. Text and other forms of computer-mediated communication were encoded with the use of the QDA Miner Lite and Microsoft Excel software. Results: Based on the results of the blogs review we identified 25 recommendations on how to successfully manage an online social network profile. The category with the highest frequency of recommendations was the Graphic elements category (42,2 %). The most regularly implemented recommendation was the recommendation about adding logos to videos (83,2 %), while the least frequently implemented one was the recommendation about the usage of stories (0 %). We determined the average engagement rate on pharmaceutical online social network profiles which were 0.056% for Facebook, 0.026% for Twitter, and 0.051% for LinkedIn. Celebrating holidays and international days was the most common topic of the most successful posts on pharmaceutical online social network profiles. Conclusion: Pharmaceutical companies aren't implementing recommendations on effective management of online social network profiles consistently. The average engagement rate on pharmaceutical online social network profiles is still lower compared to other industries.

• Keywords: recommendations, online social network sites, digital marketing, pharmaceutical industry