Healthcare in general, and pharmaceutical industry in particular, are both heavily regulated industries, prone to reputation exposure, and at the heart of web users conversations with more than 20% of topics related to this field.
If "big pharma" is now efficient on social media in the West, it is still absent from Weibo, one of China's main social media platforms.
Obstacles exist, but opportunities lie ahead of those able to have a clear strategy, tools such as guidelines, processes in case of a crisis, and the spirit of social media.
Discover what is social media in China, who the Weibo users are, what are the main issues for pharma companies, and inspire from successful best practices of social media marketing and campaigns on this micro-blogging network.
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