Communication in a world of change: Engaging healthcare professionals through Twitter

Abstract

This article provides an overview of how marketers in the pharmaceutical industry can use Twitter to raise the visibility of their companies through, for example, disease awareness campaigns and contests for healthcare professionals, who can in turn use Twitter to increase their visibility, expand their network and keep themselves up to date with events in real time. As this article demonstrates, leveraging Twitter’s considerable potential requires not only knowledge of the key rules but also a pinch of creativity.