A study on Gen y consumer attitude toward social media marketing in TrichyAnup Mohan
This study aims to specify Generation Y consumers’ attitude toward social media marketing. Given this context the questionnaire prepared for gathering data was distributed among 150 students of Jamal Mohamed College,Trichy belonging to age group 18-33 during August 2013.This research paper is based on my M.Phil dissertation.
Impact of social branding on purchase intention: An empirical study of social...Sparkles Soft
Impact of social branding on purchase intention: An empirical study of social media websites.
Writer
Jahanzeb Khan
SPARKLES SOFT
www.sparklessoft.com
MobileWhatsApp/Viber: 00923004604250
00923124604250
Skype sparkles.soft
Vonage/Viber 00923004604250
thesis help, uk dissertation help, custom thesis writing in uk, uk mba thesis,
Abstract
Over the last decade, the way people communicate with each other has been changing astonishingly. The
extensive new plethora of media has given to customers more options to gather and provide information
about products and services. This study attempted to identify and measure the degree to which Social
Networking Sites influence people's professional lives, their social skills and work productivity and
ultimately boost effectiveness. Quantitative and qualitative methodologies were used for this research.
The results reveal that Social Networking Sites play an essential role in employees‟ relations with
customers, that Instant Messaging (IM) services offered by Social Networking Sites can be a crucial
element for organizations in disseminating information, enabling knowledge sharing, increasing
productivity and promoting teamwork. It seems that customer engagement and Customer Relationship
Management (CRM) are vital tools for organizational effectiveness, not only to maintain loyal clients but
also to survive and keep maintaining profitability.
Keywords: Social Media, Social Commerce, Social Networking, CRM, Instant Messaging (IM), Web
2.0, Facebook, Instagram, Linked In, Twitter, Marketing, Social Media Marketing, Cyprus.
Corporate Communication & Social Media: A study of its usage patterninventionjournals
Social media helps corporate communication professionals to build and maintain relationships with
all the publics. Nowadays a company’s reputation also depends on the image built by the company in social
media. This study aims to examine; on how corporate communication professionals use social media for
corporate communications. The data for the study was collected from 125 corporate communication
professionals across Bengaluru city through a scientific survey method and sampling procedures. The research
study found that Facebook, Twitter and LinkedIn were extensively used for corporate communication. The most
popular uses of social media for corporate communications were employee communication, customer/consumer
relations, relationship with general public and media relations. Majority of the messages shared on social
media were pertaining to events organised by the company, achievements, news, promotional messages and
corporate social responsibility. Social media is the future; hence, corporate communication and PR
professionals should exploit this media for all their corporate communication uses, needs and campaigns
A study on Gen y consumer attitude toward social media marketing in TrichyAnup Mohan
This study aims to specify Generation Y consumers’ attitude toward social media marketing. Given this context the questionnaire prepared for gathering data was distributed among 150 students of Jamal Mohamed College,Trichy belonging to age group 18-33 during August 2013.This research paper is based on my M.Phil dissertation.
Impact of social branding on purchase intention: An empirical study of social...Sparkles Soft
Impact of social branding on purchase intention: An empirical study of social media websites.
Writer
Jahanzeb Khan
SPARKLES SOFT
www.sparklessoft.com
MobileWhatsApp/Viber: 00923004604250
00923124604250
Skype sparkles.soft
Vonage/Viber 00923004604250
thesis help, uk dissertation help, custom thesis writing in uk, uk mba thesis,
Abstract
Over the last decade, the way people communicate with each other has been changing astonishingly. The
extensive new plethora of media has given to customers more options to gather and provide information
about products and services. This study attempted to identify and measure the degree to which Social
Networking Sites influence people's professional lives, their social skills and work productivity and
ultimately boost effectiveness. Quantitative and qualitative methodologies were used for this research.
The results reveal that Social Networking Sites play an essential role in employees‟ relations with
customers, that Instant Messaging (IM) services offered by Social Networking Sites can be a crucial
element for organizations in disseminating information, enabling knowledge sharing, increasing
productivity and promoting teamwork. It seems that customer engagement and Customer Relationship
Management (CRM) are vital tools for organizational effectiveness, not only to maintain loyal clients but
also to survive and keep maintaining profitability.
Keywords: Social Media, Social Commerce, Social Networking, CRM, Instant Messaging (IM), Web
2.0, Facebook, Instagram, Linked In, Twitter, Marketing, Social Media Marketing, Cyprus.
Corporate Communication & Social Media: A study of its usage patterninventionjournals
Social media helps corporate communication professionals to build and maintain relationships with
all the publics. Nowadays a company’s reputation also depends on the image built by the company in social
media. This study aims to examine; on how corporate communication professionals use social media for
corporate communications. The data for the study was collected from 125 corporate communication
professionals across Bengaluru city through a scientific survey method and sampling procedures. The research
study found that Facebook, Twitter and LinkedIn were extensively used for corporate communication. The most
popular uses of social media for corporate communications were employee communication, customer/consumer
relations, relationship with general public and media relations. Majority of the messages shared on social
media were pertaining to events organised by the company, achievements, news, promotional messages and
corporate social responsibility. Social media is the future; hence, corporate communication and PR
professionals should exploit this media for all their corporate communication uses, needs and campaigns
The effect of social media on consumer's decision making process among ibep s...Niswatun Chaira
Social media is a virtual place which can be Blogs and different websites are used by individuals or
companies to share about them and their products trough internet. Kaplan and Haenlein (2010)
conceptualized social media as an internet-based program that provides a platform for consumers to
express their own opinions, share information and past experiences using different social networks, blogs
and other content areas.
The efficiency of social media has empowered the marketers and customers with fast interaction and
communication processes to enhance customer service, increase brand awareness and build strong
customer–brand relationships. Using social media tools, consumers will have the chance to express their
opinions to a larger number of individuals and also find the desired information quickly without incurring
much cost (Severi et al., 2014).
This study aimed to determine how the influence of social media for purchase making process. According
to result that got from survey or questionnaire, consumer’s decision making influenced by the Informative
and the alternative of social media.
Social Media and Social Media Marketing: A Literature Reviewiosrjce
Social media and social media marketing are sometimes used interchangeably, but two indeed are
different. The purpose of this research paper is to revisit the literature on both concepts and correlates them in
technical terminologies. We have studied the literature available on Social media first and identified the basic
functionalities of it. Then the literature available on social media marketing helped us in identifying its
dimensions. In conclusion section of the research paper we have correlated the two concepts and redefined
social media marketing in technical terms.
Social Network in marketing (Social Media Marketing) Opportunities and Risksijmpict
The most well-known social software applications are weblogs, wikis, social networking sites and instant messaging. Social networking at a high level is described as the convergence of technologies that make it possible for individuals to easily communicate, share information, and form new communities online. But the big question today is not what social networking is, but rather what it means for businesses.
Social factors in user perceptions and responses to advertising in online soc...Andrey Markin
http://personal.cb.cityu.edu.hk/mkwydou/social%20factors%20in%20user%20perceptions%20and%20responses%20to%20advertising%20in%20online%20social%20networking%20communities.pdf
ABSTRACT: With the advent of popular Web destinations such as MySpace and Facebook, online social networking
communities now occupy the center stage of e-commerce. Yet these online social networking communities must balance the
trade-off between advertising revenue and user experience. Drawing on the sociology and advertising literature, this study
investigates the impacts of social identity and group norms on community users' group intentions to accept advertising in online
social networking communities. By outlining how this type of group intention could influence community members' perceptions
and value judgments of such advertising, this study delineates possible mechanisms by which community members may respond
positively to community advertising. The authors test the proposed theoretical framework on a sample of 327 popular online
community users in China and obtain general support. Implications for the prospect of advertising in online social networking
communities are discussed.
Extracting Targeted Users from SNS using Data Mining ApproachIJSRD
In the recent year’s development of Internet is an increasingly important factor in today’s lifestyle. As online advertising budgets of marketers are growing every year, internet advertising has developed in similar way. The following types of online advertisement: banner advertisement, pop-up advertisement, web advertising also called. To deliver promotional marketing messages to consumers, internet advertising can be used as internet advertising is a type of marketing. Fast retrieval of the relevant information from databases has always been a significant issue. Data clustering is one of the chief techniques among the numerous techniques developed for this purpose. Social media is the collaborative tools used for communication that helps the companies to gain the potential users and makes them visible who have no knowledge of their products. Companies can locate target users by analysing their interests, in particular brand and for this purpose social media advertising can be used. It will lead to a systematic approach by developing a technique to effectively improve the marketing plans. This can be possible if we are using data mining clustering algorithm to find out key users to rise up the marketing tactics in internet advertisement. It describes the general working behaviour, the methodologies followed by these approaches and the parameters which affect the performance of these algorithms. The main objective of this paper is to gather more core concepts and techniques in the large subset of cluster analysis.
Impact of Key Purchasing Determinants on Purchase Intention of Hybrid Vehicle...University of Kelaniya
According to Researchers knowledge this is the first research on purchase intentions of Hybrid Vehicles in
Sri Lanka. This research has been done to determine the purchase intention of Hybrid Vehicles in Sri Lanka.
This research article focuses mainly on determining the links between customer’s environmental attitudes,
subjective norms, price perception, preferences, knowledge, perceived risk, intentions as well as expectations
of the customers given to the environment while buying a hybrid vehicle. The research survey questionnaires
were developed to get information for each and every aspect mentioned in the objectives. To go deep in to
the study areas researcher referred secondary data sources such as other research studies that were done in
Tokyo Japan and India. The data for the present work has been collected personally by the researcher as well
as helps has been taken from others in getting structured non- disguised questionnaire filled properly. By
using the snowball sampling, 200 survey questioners were distributed and 150 useable responses were taken
in to this research. All the responses were collected online and taken them to one data base for the purpose
of analyzing. For this study, respondents who were identified as “being in the market” and other potential
respondents who intended to purchase cars in the near future. After the analysis has been done researcher
has identified the impact of predetermined variables over buying intention of Hybrids vehicles in Sri Lanka.
As per the results, researcher has also come up with the managerial implications of the study and
recommendations.
A century from now historians may look back on the beginning of the era of ubiquitous computing and note how human behavior fundamentally changed, when access to information and communication became instantaneous for nearly every person across the world.
Organizations successfully leveraging social media are seeing benefits for sales, marketing, and customer service. Yet most organizations are struggling to define a business strategy that makes the most of these opportunities. This storyboard will help you:
* Identify achievable social media opportunities
* Evaluate the risks of social media versus the benefits
* Understand IT’s role in the deployment and maintenance of a social media project
Social media continues to grow at a breakneck pace, and businesses need to get on board or they will be left behind. This storyboard, complete with real-world case studies of social media at work, will help you build a foundation for the successful integration of social media into your CRM strategy.
Race against the sequencing machine: processing of raw DNA sequence data at t...Maté Ongenaert
Race against the sequencing machine: processing of raw DNA sequence data at the Genomics Core
by dr. Luc Dehaspe - Genomics Core, UZ Leuven
To grow and function, living organisms unconsciously and continuously read instructions from the DNA sequence in each cell. Thanks to the advances in DNA sequencing technology, scientists are increasingly able to consciously read along. In 2001, sequencing efforts resulted in a first draft of human genome. Since then, the capacity of the DNA reading machines has doubled every six months on average. While the first human genome sequencing project took years of worldwide collaboration, multiple genomes can now be sequenced in 10 days on a single machine at a service facility such as the Genomics Core.
Each sequencing run gives rise to a few terabytes of raw data that, using bioinformatics techniques, must be processed in time, before the next bunch of data arrives.
I will discuss bioinformatics techniques that are commonly used in the Genomics Core and that have a chance to survive another generation of sequencing machines. <\br>A crucial feature of these techniques is that they keep up with the sequencing machines by creating sub-tasks that are distributed over an extensible network of computers.
The effect of social media on consumer's decision making process among ibep s...Niswatun Chaira
Social media is a virtual place which can be Blogs and different websites are used by individuals or
companies to share about them and their products trough internet. Kaplan and Haenlein (2010)
conceptualized social media as an internet-based program that provides a platform for consumers to
express their own opinions, share information and past experiences using different social networks, blogs
and other content areas.
The efficiency of social media has empowered the marketers and customers with fast interaction and
communication processes to enhance customer service, increase brand awareness and build strong
customer–brand relationships. Using social media tools, consumers will have the chance to express their
opinions to a larger number of individuals and also find the desired information quickly without incurring
much cost (Severi et al., 2014).
This study aimed to determine how the influence of social media for purchase making process. According
to result that got from survey or questionnaire, consumer’s decision making influenced by the Informative
and the alternative of social media.
Social Media and Social Media Marketing: A Literature Reviewiosrjce
Social media and social media marketing are sometimes used interchangeably, but two indeed are
different. The purpose of this research paper is to revisit the literature on both concepts and correlates them in
technical terminologies. We have studied the literature available on Social media first and identified the basic
functionalities of it. Then the literature available on social media marketing helped us in identifying its
dimensions. In conclusion section of the research paper we have correlated the two concepts and redefined
social media marketing in technical terms.
Social Network in marketing (Social Media Marketing) Opportunities and Risksijmpict
The most well-known social software applications are weblogs, wikis, social networking sites and instant messaging. Social networking at a high level is described as the convergence of technologies that make it possible for individuals to easily communicate, share information, and form new communities online. But the big question today is not what social networking is, but rather what it means for businesses.
Social factors in user perceptions and responses to advertising in online soc...Andrey Markin
http://personal.cb.cityu.edu.hk/mkwydou/social%20factors%20in%20user%20perceptions%20and%20responses%20to%20advertising%20in%20online%20social%20networking%20communities.pdf
ABSTRACT: With the advent of popular Web destinations such as MySpace and Facebook, online social networking
communities now occupy the center stage of e-commerce. Yet these online social networking communities must balance the
trade-off between advertising revenue and user experience. Drawing on the sociology and advertising literature, this study
investigates the impacts of social identity and group norms on community users' group intentions to accept advertising in online
social networking communities. By outlining how this type of group intention could influence community members' perceptions
and value judgments of such advertising, this study delineates possible mechanisms by which community members may respond
positively to community advertising. The authors test the proposed theoretical framework on a sample of 327 popular online
community users in China and obtain general support. Implications for the prospect of advertising in online social networking
communities are discussed.
Extracting Targeted Users from SNS using Data Mining ApproachIJSRD
In the recent year’s development of Internet is an increasingly important factor in today’s lifestyle. As online advertising budgets of marketers are growing every year, internet advertising has developed in similar way. The following types of online advertisement: banner advertisement, pop-up advertisement, web advertising also called. To deliver promotional marketing messages to consumers, internet advertising can be used as internet advertising is a type of marketing. Fast retrieval of the relevant information from databases has always been a significant issue. Data clustering is one of the chief techniques among the numerous techniques developed for this purpose. Social media is the collaborative tools used for communication that helps the companies to gain the potential users and makes them visible who have no knowledge of their products. Companies can locate target users by analysing their interests, in particular brand and for this purpose social media advertising can be used. It will lead to a systematic approach by developing a technique to effectively improve the marketing plans. This can be possible if we are using data mining clustering algorithm to find out key users to rise up the marketing tactics in internet advertisement. It describes the general working behaviour, the methodologies followed by these approaches and the parameters which affect the performance of these algorithms. The main objective of this paper is to gather more core concepts and techniques in the large subset of cluster analysis.
Impact of Key Purchasing Determinants on Purchase Intention of Hybrid Vehicle...University of Kelaniya
According to Researchers knowledge this is the first research on purchase intentions of Hybrid Vehicles in
Sri Lanka. This research has been done to determine the purchase intention of Hybrid Vehicles in Sri Lanka.
This research article focuses mainly on determining the links between customer’s environmental attitudes,
subjective norms, price perception, preferences, knowledge, perceived risk, intentions as well as expectations
of the customers given to the environment while buying a hybrid vehicle. The research survey questionnaires
were developed to get information for each and every aspect mentioned in the objectives. To go deep in to
the study areas researcher referred secondary data sources such as other research studies that were done in
Tokyo Japan and India. The data for the present work has been collected personally by the researcher as well
as helps has been taken from others in getting structured non- disguised questionnaire filled properly. By
using the snowball sampling, 200 survey questioners were distributed and 150 useable responses were taken
in to this research. All the responses were collected online and taken them to one data base for the purpose
of analyzing. For this study, respondents who were identified as “being in the market” and other potential
respondents who intended to purchase cars in the near future. After the analysis has been done researcher
has identified the impact of predetermined variables over buying intention of Hybrids vehicles in Sri Lanka.
As per the results, researcher has also come up with the managerial implications of the study and
recommendations.
A century from now historians may look back on the beginning of the era of ubiquitous computing and note how human behavior fundamentally changed, when access to information and communication became instantaneous for nearly every person across the world.
Organizations successfully leveraging social media are seeing benefits for sales, marketing, and customer service. Yet most organizations are struggling to define a business strategy that makes the most of these opportunities. This storyboard will help you:
* Identify achievable social media opportunities
* Evaluate the risks of social media versus the benefits
* Understand IT’s role in the deployment and maintenance of a social media project
Social media continues to grow at a breakneck pace, and businesses need to get on board or they will be left behind. This storyboard, complete with real-world case studies of social media at work, will help you build a foundation for the successful integration of social media into your CRM strategy.
Race against the sequencing machine: processing of raw DNA sequence data at t...Maté Ongenaert
Race against the sequencing machine: processing of raw DNA sequence data at the Genomics Core
by dr. Luc Dehaspe - Genomics Core, UZ Leuven
To grow and function, living organisms unconsciously and continuously read instructions from the DNA sequence in each cell. Thanks to the advances in DNA sequencing technology, scientists are increasingly able to consciously read along. In 2001, sequencing efforts resulted in a first draft of human genome. Since then, the capacity of the DNA reading machines has doubled every six months on average. While the first human genome sequencing project took years of worldwide collaboration, multiple genomes can now be sequenced in 10 days on a single machine at a service facility such as the Genomics Core.
Each sequencing run gives rise to a few terabytes of raw data that, using bioinformatics techniques, must be processed in time, before the next bunch of data arrives.
I will discuss bioinformatics techniques that are commonly used in the Genomics Core and that have a chance to survive another generation of sequencing machines. <\br>A crucial feature of these techniques is that they keep up with the sequencing machines by creating sub-tasks that are distributed over an extensible network of computers.
China Exit or Co-Investment Opportunities for German PE InvestorsL.E.K. Consulting
L.E.K.'s Karin von Kienlin recently presented at BVK on a study conducted by L.E.K. Munich and Shanghai. They wished to:
- Understand developments in Chinese equity investments in both the domestic China / pan-Asian market and cross-border investments between China and Germany / Europe
- Identify trends in likely future investment behavior and its drivers
- Defining success factors both for Chinese and German investors / corporates as to how to benefit from the potential opportunities of cross-border investments and cooperation
Learn more in the presentation here.
Opportunities and Challenges Associated with Novel Companion Diagnostic Techn...L.E.K. Consulting
L.E.K. Managing Director Alex Vadas spoke at a BDA workshop on "How to Mature Emerging Technologies into Companion Diagnostics?" See his presentation here.
This slidedeck details two comprehensive informatics solutions — the Biomedical Genomics Workbench and Ingenuity Knowledge Base Variant Analysis platforms. We show the intuitive user interface of CLC Cancer Research Workbench and demonstrate how the rich biological content from Ingenuity Knowledge Base helps you rapidly identify critical variants in your samples.
QIAseq Technologies for Metagenomics and Microbiome NGS Library PrepQIAGEN
In this slide deck, learn about the innovative technologies that form the basis of QIAGEN’s portfolio of QIAseq library prep solutions for metagenomics and microbiome sequencing. Whether your research starts from single microbial cells, 16s rRNA PCR amplicons, or gDNA for whole genome analysis, QIAseq technologies offer tips and tricks for capturing the genomic diversity of your samples in the most unbiased, streamlined way possible.
Next-Generation Sequencing an Intro to Tech and Applications: NGS Tech Overvi...QIAGEN
This slidedeck provides a technical overview of DNA/RNA preprocessing, template preparation, sequencing and data analysis. It covers the applications for NGS technologies, including guidelines for how to select the technology that will best address your biological question.
Introduction to Next-Generation Sequencing (NGS) TechnologyQIAGEN
The continuous evolution of NGS technology has led to an enormous diversification in NGS applications and dramatically decreased the costs to sequence a complete human genome.
In this presentation, we will discuss the following major topics:
• Basic overview of NGS sequencing technologies
• Next-generation sequencing workflow
• Spectrum of NGS applications
• QIAGEN universal NGS solutions
HCS490 v11External Influences on Consumer Choice WorksheetHCSJeanmarieColbert3
HCS/490 v11
External Influences on Consumer Choice Worksheet
HCS/490 v11
Page 2 of 2
External Influences on Consumer Choice Worksheet
Health care consumers receive various communications about different health care options. It is important to understand consumer demographics to determine the impact (positive or negative) media, social networks, branding, marketing, and communication play in health care consumer choices.
In this assignment, you will research managed care plans to determine what impact social media and other external influences have on consumer behaviors. Research the different managed care insurance plans listed below by reviewing various health care organizations or resources (e.g., Kaiser as an HMO).
Consider within your research who might access the health care systems (i.e., age, generation, socioeconomic status, military/veteran, and health care insurance plans, etc.).
List 2 advantages and 2 disadvantages of HMOs, PPOs, and POSs in the following chart.
Health Maintenance Organization (HMO)
Preferred Provider Organization (PPO)
Point of Service (POS)
Advantages
1.
2.
1.
2.
1.
2.
Disadvantages
1.
2.
1.
2.
1.
2.
Write a 90- to 175-word response to the following prompts. Consider the information you listed in the chart above as well as what you know about consumer behavior when you compose your response.
· Explain the impact media and social networking have on consumers when choosing the most appropriate managed care health insurance plans. Consider the positive and negative impacts.
· Describe how branding, marketing, and communication influence a consumer’s choice when considering an appropriate managed care health insurance plan. Consider positive and negative influences.
· Explain how communication and education to consumers differ by generation when marketing managed care health insurance plans. Consider why it is important to communicate and educate differently across generations.
Cite 2 peer-reviewed, scholarly, or similar references.
Copyright 2021 by University of Phoenix. All rights reserved.
Copyright 2021 by University of Phoenix. All rights reserved.
7.2 Discussion Board: Effective Project Communication Topic 1
Topic 1: Documenting and Communicating Project Progress
One of the concepts discussed in Chapter 6 of the textbook “Strategic Project Management – BUS 5661” is the importance of documenting and communicating the progress on a project. Your company is a major software development company that develops enterprise software for Internet and mobile applications. You have recently been appointed the team leader on a new software development project. The members of your team have worked on various software development projects for the company. At your first team meeting, you suggest that the team meet every time the project reaches a major milestone, as defined in the project plan. However, several members of your team complained that the meetings are a waste of time. These members feel that a well-writte ...
An overview of the opportunities that physicians' social networks may offer pharmaceutical companies as an emergent new engagement channel in China. Includes analyses of current physicians' social networks in China, physicians' social networks as a global phenomenon, key learnings and Chinese scenarios. Presented at conferences in Shanghai in 2009 and Singapore in 2010. This version presented at EyeforPharma's Sales & Marketing in China for Pharma conference, 3 - 4 December 2009, Shanghai.
Healthcare Social Networking: Is Pharma Ready to Join the Conversation?Len Starnes
A pragmatic assessment of the impact of social networking on pharma marketing & sales. Includes analyses of HCPs' social networks, consumer/patient social networks and the convergence of PR with SEO and SEM. Presented at conferences in Zurich, Shanghai and Boston during 2008. This version presented at EyeforPharma's
E-Communications and Online Marketing Summit, Boston, 2008.
Medical System and Artificial Intelligence: How AI assists hospital-dependent...AI Publications
The main objective of this study is to examine how artificial intelligence assists hospital-dependent patients and explore the role of artificial intelligence in the medical system. Hospital-dependent patients have become common in current society due to the elderly with multiple chronic conditions and the COVID-19 infection patient. Thus, it is undeniable that the medical field is lacking healthcare workers. However, in a globalized world, artificial intelligence, the field of science and engineering technology that makes intelligent machines perform given tasks, is chosen to be used as a tool for assisting hospital-dependent patients and collecting databases from the patients. Nevertheless, the paper will cover the use of artificial intelligence in the medical system, hospital-dependent patients as well as provide both positive and negative aspects and the comparison of using artificial intelligence instead of human intelligence. To conclude, we detail how artificial intelligence can take part in the medical system, assist hospital-dependent patients and study further the future of artificial intelligence in the medical system.
This is the slide deck from the first lecture of the Consumer Health Informatics and Web 2.0 in Healthcare course at Nova Southeastern University. The course is taught by CCHIR faculty and guest lecturers. This deck is from the pharmacy version of the course.
Similar to Word Of Health China (Oncology) (English) (20)
Kantar Media CIC继11年始,连续三年推出《社会化商业白皮书》,帮助企业从无到有建立起对中国社会化媒体和社会化商业的理解。而现在,为了帮助更多企业具象化地了解如何实施社会化商业,Kantar Media CIC正式发布《从社会化商业迈向大数据》白皮书---来自2013-2014中国企业社会化商业调研的洞察,通过对390多个覆盖超过30个行业的受访者进行在线调研,将企业各职能部门人士对社会化商业的态度和理解做出深入分析,也给正在或者即将处于社会化商业变革下的组织提供商业化进阶的建议。
2014 from social business to big data white paper insights from cic's 2013-20...Kantar Media CIC
Kantar Media CIC published “From Social Media to Social Business” white paper series from 2011, which helped enterprises develop their understanding of Chinese social media and ultimately realize their social business objectives. Nowadays, in order to promote enterprises’ implement of social business, Kantar Media CIC officially releases Social Business white paper, From Social Business to Big Data: Insights from Kantar Media CIC’s 2013-2014 China Enterprise Social Business Survey.This book conducts an online survey by distributing questionnaires among more than 390 respondents who come from over 30 industries, to collect extensive attitudes and perceptions towards social business from professionals of various functional departments,and provides suggestions for the organizations which are (or will be) undergoing social business changes.
CIC & Ogilvy PR China released the latest whitepaper “2013 Crisis Management ...Kantar Media CIC
To help companies better prevent and manage potential crises on World Consumer Rights Day, CIC and Ogilvy Public Relations ("Ogilvy PR") China launched their latest white paper "2013 Crisis Management in the Social Era" that analyzes the top 20 crises on Chinese microblogs last year. Advising companies to refrain from publicly jumping to conclusions at the outbreak of a crisis, the study recommends companies to immediately communicate their awareness of the crisis at hand and to promise a thorough investigation. The white paper serves as a guide in helping brands to better organize and fine-tune their crisis communication, especially on social media.
CIC has witnessed dynamic changes in the China Social Media Landscape for the 6th year. In the past year, we have seen that different social and digital platforms offer different marketing value propositions, and the rapid surge in access of mobile internet has generated a much faster and deeper impact in China, compared to other western markets. Read more: http://lnkd.in/bQhKsNC
CIC and GroupM China released 2013 White Paper on Travellers - The Rise of So...Kantar Media CIC
CIC and GroupM China released “2013 White Paper on Travellers - The Rise of Social Travel ” today. This white paper collects and analyzes the information related to social media, maps out five types of travellers active on social media - business travellers, self-drive travellers, package tourists, luxury shopping travellers and backpackers, and has identified their unique attitudes to travel and different consumption behaviours, aiming to help brand marketers develop more effective and targeted marketing strategies.
CIC and GroupM China released 2013 White Paper on Travellers - The Rise of So...Kantar Media CIC
CIC and GroupM China released “2013 White Paper on Travellers - The Rise of Social Travel ” today. This white paper collects and analyzes the information related to social media, maps out five types of travellers active on social media - business travellers, self-drive travellers, package tourists, luxury shopping travellers and backpackers, and has identified their unique attitudes to travel and different consumption behaviours, aiming to help brand marketers develop more effective and targeted marketing strategies.
Viral Video Cinema vol.20:Stop Motion Animation CollectionKantar Media CIC
In a digital age, there’s something quite satisfying about seeing traditional techniques put into practice.
In this collection, we’ve listed the top 6 stop-motion animation ads for your viewing pleasure.
CIC China Social Media Landscape 2013 Published. It's been an explosive 5 years since CIC articulated the 1st ChinaSocial Media Landscape in 2008 and today. We're honored to release the most up to date version of this iconic industry infographic, the CIC China Social Media Landscape 2013.
Encryption in Microsoft 365 - ExpertsLive Netherlands 2024Albert Hoitingh
In this session I delve into the encryption technology used in Microsoft 365 and Microsoft Purview. Including the concepts of Customer Key and Double Key Encryption.
Smart TV Buyer Insights Survey 2024 by 91mobiles.pdf91mobiles
91mobiles recently conducted a Smart TV Buyer Insights Survey in which we asked over 3,000 respondents about the TV they own, aspects they look at on a new TV, and their TV buying preferences.
Alt. GDG Cloud Southlake #33: Boule & Rebala: Effective AppSec in SDLC using ...James Anderson
Effective Application Security in Software Delivery lifecycle using Deployment Firewall and DBOM
The modern software delivery process (or the CI/CD process) includes many tools, distributed teams, open-source code, and cloud platforms. Constant focus on speed to release software to market, along with the traditional slow and manual security checks has caused gaps in continuous security as an important piece in the software supply chain. Today organizations feel more susceptible to external and internal cyber threats due to the vast attack surface in their applications supply chain and the lack of end-to-end governance and risk management.
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Word Of Health China (Oncology) (English)
1. Word of Health: China
Listening to and learning from Internet Word of Mouth discussions
about the healthcare and pharmaceutical industries
Featured disease area:
Oncology (Cancer)
2. Word of Health: China
Contents
Did you know? 1
About Word of Health: China 1
Word of Health: China methodology 1
An introduction to Chinese Internet Word of Mouth (IWOM) 3
Overview of healthcare and pharmaceutical IWOM landscape 4
Where is the discussion?
Who is discussing?
What is being discussed?
Word of Health: China featured disease area: oncology (cancer) 7
Cancer types
Cancer medication
Cancer treatment
Cancer prevention
Key cancer e-fluencers
Other notable online healthcare and pharmaceutical discussions during Q3 10
Insights & Actionable Conclusions
Why is Internet Word of Mouth important to healthcare and 12
pharmaceutical companies?
Five things healthcare and pharmaceutical companies can do “right away” to 13
incorporate IWOM into their communications campaigns
Five DON’Ts when incorporating IWOM into communications campaigns 13
Word of Health: China
3. Did you know? tients, potential patients, doctors, medical
professionals, mothers, and “people just like
Did you know China’s 137 million Internet you and me” in Chinese social media, in-
users overwhelmingly name the Internet as cluding blogs and bulletin board systems
their primary source of news and informa- (BBS). See figure 1.0 for an example of a
tion?* typical BBS forum.
Did you know that every month hundreds In addition to an overview of industry
of thousands of people (patients, potential IWOM, Word of Health: China will present
patients, doctors, medical professionals, strategic insights and actionable intelligence
mothers, and “people just like you and me”) essential for healthcare and pharmaceutical
on the Internet in China talk about health companies to successfully integrate IWOM
concerns, disease prevention, treatment into their communications campaigns.
options, drug effectiveness, drug costs, pre-
ferred hospitals, and healthcare / pharma- Each edition of Word of Health: China will
ceutical companies and their brands? highlight a single disease / treatment area.
This inaugural edition focuses on oncology
The Internet in China is home to a whole (cancer).
new world of stakeholder dialogue that
healthcare and pharmaceutical companies Further specialized reports covering health-
cannot afford to ignore. care and pharmaceutical industry IWOM
are also available from Edelman and CIC.
Do you know what they are discussing? For inquiries, please refer to the inside of
the back cover for contact information.
Are you involved in the conversation?
Word of Health: China methodology
Is Internet Word of Mouth (IWOM) part of
your communications strategy? This publication of Word of Health: China
draws on BBS messages processed by CIC
About Word of Health: China between July 1 and September 30, 2006
(Q3).
Word of Health: China is the product of a
strategic partnership between Edelman Pub- During this process, CIC collected
lic Relations China and CIC. 1,427,853 user-generated messages from
176,373 unique posters on 13 Chinese Web
It represents the first coupling of Internet sites and 430 health-related BBS forums.
Word of Mouth (IWOM) expertise and No private or personally identifiable infor-
healthcare / pharmaceutical communica- mation was collected during the research.
tions experience, and is focused on helping See figure 2.0 for more information.
companies in China understand and lever-
age Internet Word of Mouth in the field. Using CIC’s proprietary text-mining tools,
all collected messages were categorized and
Word of Health: China will provide a top-line mined according to a customized library of
overview of healthcare and pharmaceutical- terms (including Internet slang) focused on
related online discussion generated by pa- companies, brands, products, and diseases.
*中国互联网信息中心 China Internet Network Information Center (cnnic.net.cn)
Word of Health: China 1
4. figure: 1.0 (typical BBS forum)
author of most recent reply
time & date of most
recent reply
author of original post
post topic / title
number of page views / readers
number of replies
This method allows CIC and Edelman con- edition takes a close look at communities
sultants to understand volume, content, and e-fluencers specifically discussing topics
discussion topics, and sentiment of online related to oncology (cancer).
healthcare and pharmaceutical-related con-
versations. See figure 3.0 for “data lifecy- figure: 3.0 “data lifecycle”
cle.”
Through this analysis, CIC and Edelman
data source (BBS/blogs)
consultants have identified the topics of
greatest interest, as well as the most active
and most relevant online communities and data collection
key individual e-fluencers within the online
healthcare and pharmaceutical world. This
figure: 2.0 data processing
Web site Category Posts Posters & categorization
1 A pharma 5232 536
2 B pharma 168097 25962
3 C pharma 269528 69703
4 D pharma 5986 1535 data mining
5 E pharma 19586 1770
6 F pharma 21637 3748
7 G health 472510 30859
8 H health 65824 5328 data analysis
9 I health 70746 11948
10 J health 18792 575
11 K child 197888 11454
12 L pharma 49363 6260
Word of Health: China
13 M child 62664 6695
Total 1,427,853 176,373
source: CIC health IWOM data (July - Sept. 2006) source: CIC
2 Word of Health: China
5. An introduction to Chinese Internet figure: 4.0
Word of Mouth (IWOM) Old Vertical Model
company / experts
The growth of the Internet and its impact
on information and media landscapes
around the world is staggering — China is
no exception to this phenomenon.
At the end of 2006, China recorded 137
million “netizens,” up almost 25% from
2005,* and second (not for long) only to mass audience (stakeholders)
the number of Internet users in the United
States (210 million).*
New Horizontal Model
The explosion of Internet usage in China * * *
has spawned a vibrant Internet Word of
* *
Mouth culture, with 34.7 million Chinese
bloggers and 50.6 million “netizens” gener- * * *
ating various content and engaging in con- * = a company’s key stakeholders
versations on the country’s online BBS mes-
sage boards.** IWOM is facilitating “horizontal” communi-
cations by providing online platforms for
China’s IWOM culture is adding a new ele- user-generated content and peer-to-peer
ment to the corporate communications dialogue, such as blogs and BBS message
mix. Its emergence is driving the imperative boards (or forums).
for companies to rethink the strategies be-
hind their communications / public relations More and more recipients of messaging in
campaigns. China are joining the burgeoning IWOM
culture and participating in “horizontal con-
Companies have long relied on mainstream versations” about companies, brands, prod-
media (MSM) to engage key stakeholders in uct experiences, services, and corporate
communications / public relations cam- issues / crises.
paigns. In its day, the practice of top-down,
one-way communications through MSM was Healthcare and pharmaceutical-related
both influential and effective in reaching IWOM discussions on Chinese internet BBS
stakeholders. However, times are changing message boards are particularly plentiful, as
fast, especially in China. are the opportunities for companies to lis-
ten to and learn from them.
As with other markets, China is making a
significant departure from the traditional Unlike IWOM in other markets, Chinese
“vertical” model to a “horizontal” structure BBS message boards, not blogs, attract the
based on peer-to-peer stakeholder commu- most “netizens” and account for most of
nications. See figure 4.0. the “horizontal” discussion taking place
online in China.
* Internet World Stats (www.internetworldstats.com)
**中国互联网信息中心 China Internet Network Information Center (cnnic.net.cn)
Word of Health: China 3
6. BBS message boards are Web sites that sites offer news and information, and have
allow users to “post” discussion topics and expert health consultants serving as BBS
comments. Sometimes BBS message boards administrators. Often, both patients and
are part of a larger Web site, and some- medical professionals participate in the dis-
times they stand alone. They differ from cussions by answering posted questions,
blogs in that they allow any number of peo- and starting new discussions with their own
ple, often anonymously, to post new topics posts.
and comments, with new postings occurring
frequently (much more frequently than on Some of the more popular health portal
blogs). Blogs allow anyone to comment in sites include:
reply to posts, but typically have no more
than a few, if not just one, “poster” creating • 搜狐健康论坛 www.health.sohu.com
new topics. These distinctions allow BBS • 网易健康论坛 www.health.163.com
message boards to host a wider variety of
• Q baby www.qbaby.com.cn
d i s c u s s i o n t op i c s a n d a t t r a c t m o r e
“netizens,” with greater concentration of • 91 baby www.91baby.com
conversations around particular interests.
See figure 2.0 for an example of a typical Sickness / treatment sites are typically
BBS forum. smaller than health portal sites, and ad-
dress specific sickness and treatment con-
“Netizens” engaging in discussions on cerns. Some of these sites are general and
healthcare / pharmaceutical BBS message cover a variety of sicknesses; others are
boards in China are among the most con- specific to just one or two. Some of these
nected, informed, and influential consumers sites are sponsored by hospitals or medical
online. They are the ones seeking the latest management. Those participating in discus-
information and sharing it with others, and sion on these sites typically include patients,
are known among their online peers as healthcare professionals, and doctors.
“experts” in their particular area of interest.
Some of the more popular sickness / treat-
Overview of healthcare and pharma- ment sites include:
ceutical IWOM landscape
General sickness
Where is the discussion?
• 爱爱医 www.iiyi.com
Word of Health: China research reveals two • 丁香园 www.dxy.cn
basic types of Web sites hosting healthcare
and pharmaceutical BBS discussions: 1) Hospital / medical management-sponsored
large, general health portal sites, including • 大夫网 www.daifumd.com
mothering / baby-care forums, and 2) sick- • 就医网 www.91.cn
ness / treatment sites.
Specific category or sickness sites
Health portal sites focus primarily on
• 肝胆相照论坛 bbs.hbvhbv.com
healthy living, disease / sickness prevention,
fitness, and personal beauty care. These • 战胜结核网 www.antitb.com
4 Word of Health: China
7. Who is discussing? information, reviews of pharmaceutical
equipment, sharing knowledge and informa-
Those frequenting healthcare / pharmaceu- tion with other doctors (case studies and
tical BBS forums can be classified into three medical, clinical, and prescription experi-
general categories: 1) patients / potential ences), and debating opportunities for fur-
patients, 2) doctors / medical professionals, ther medical education and training. See
and 3) mothers. figures 6.0 and 6.1 for examples of
“doctors” posts.
What is being discussed?
Mothers — Discussion is focused on shar-
IWOM can typically be separated into three ing experiences and exchanging with kin-
distinct categories: 1) NEWS word of dred spirits (“How should I manage my
mouth, 2) EXPERIENCE word of mouth, health during pregnancy — health supple-
and 3) CAMPAIGN word of mouth. Within ments, exercise, diet, etc.?” “How can I
the sphere of healthcare and pharmaceutical remedy my baby’s ailments?” “At 6 months
IWOM, the vast majority of discussion falls old, should my baby be doing this?”). See
into the “experience” category. figure 7.0 for an example of a “mothers”
“Netizens” (whether they are patients / post.
potential patients, doctors / medical profes-
sionals, or mothers) are talking about their Discussion about specific manufacturers
individual opinions and sharing knowledge (corporate names) and products (brands of
based on personal and professional experi- medicine) were observed within patient,
ence. They are also discussing sickness diag- doctor / medical professional, and mother
nosis, appropriate medicines, and medicinal conversations. However, they accounted
side effects, and are seeking emotional sup- for only a small volume of the overall gen-
port from those with similar conditions. eral “experience” talk. Taking a closer look:
Taking a look at what the three main classi-
fications of participants on healthcare / Manufacturer — Discussion came mostly
pharmaceutical BBS forums are discussing: from doctors / medical professionals, and
focused on individual companies’ business
Patients / potential patients — Discussion operations (China and global) and related
centers on identifying illnesses and their industry development trends. See figure 9.0
causes (“What do I have?” “What causes for a listing of “mentions” of healthcare /
it?”), seeking medicine and treatment pharmaceutical companies on BBS forums
(“How can I remedy what I have?” “What during Q3.
kind of medicine do you use for this?”), and
sharing sickness experiences (“Who else Products / Medicine — Discussion in this
has this problem?” “Let’s share!”). See fig- area was limited. Relatively few people di-
ures 5.0 and 5.1 for examples of “patient / rectly mentioned product / medicine names.
potential patient” posts. Hepatitis medicines Pegasys and Heptodin
came up in discussions more than other
Doctors / medical professionals (healthcare drugs. See figure 9.1 for a listing of prod-
providers) — Discussion is mainly focused uct / medicine mentions on BBS forums
on providing patients with accurate medical during Q3.
Word of Health: China 5
8. figure 5.0 figure 9.0
Q3 BBS posts mentioning healthcare / pharmaceutical
Post: “I often have headaches. I feel like my head is going to explode...my eyes hurt with companies
every headache. Doctors: please help me! What is the problem? Is there any common
treatment?”
Roche (790)
source: my.91.cn
Abbott Labs (630)
Novartis (459)
figure 5.1
AstraZeneca (388)
Post: “Are there any experts out there that can help me understand my symptoms? I
have red pimples covering my body and many are on the bottom of my foot...they itch
like crazy...please tell me what this is! What medicine should I take?” Merck (337)
source: bbs.91.cn Xian-Janssen (316)
GSK (258)
figure 6.0 (193)
Serono
Post: “Female patient, 26 years old. Symptoms: swollen stomach, constipation, exhaus-
tion. Is that just ileus?” Johnson & Johnson (192)
Response: “My initial thoughts, just for reference: (1) rapid ascites (need to know the Pfizer (176)
cause); (2) paralytic ileus; (3) acid-alkali imbalance.”
source: CIC health IWOM data (July - Sept. 2006)
source: www.dxy.cn/bbs
figure 10.0
Q3 BBS postings mentioning products / medicines
figure 6.1
Post: “Regarding the lithiasus case; first upload the patient’s old x-ray so I can see it, Pegasys (265)
then take another x-ray of the intestinal and stomach area...also, have a look at the state
of the duodenum.” Heptodin (218)
source: www.dxy.cn/bbs Tylenol (119)
Gleevec (116)
figure 7.0 Sporanox (106)
Post: “Help! I’m a mother and breast feeding. I have a cold and a fever. What should I Crestor (99)
do? My baby is only 3 months old.”
Iressa (97)
Response: “Check with your doctor. Some cold medication can be taken without side
effects for the baby, such as some liquid cold medicines.” Diovan (90)
source: babyclub.women.sohu.com Tylenol Cold (73)
Seretide (66)
Rebif (60)
figure 8.0
Plavix (60)
Post: “I once had kidney disease. Can I use Pegasys? What should I be aware of, if any-
thing?”
Ketosteril (60)
Response: “If your kidney test results are ok, you should have no problem using inter-
feron.” Hyzaar (49)
source: www.healthbbs.net source: CIC health IWOM data (July - Sept. 2006)
6 Word of Health: China
9. figure 11.0 In many cases, “netizens” were not sure
how to correctly use medicine, and were
Post: “Where can I buy cheap Pegasys in Hubei province?
How much does it cost now?”
looking to consult with medical profession-
als online. See figure 8.0 for an example of
source: www.healthbbs.net
such a post. Discussion also hit on the topic
Post: “I often buy Heptodin together with other drugs. I of medicine pricing, and where and how to
found a Web site selling at wholesale prices. Please have
a look if you’re interested in buying...prices are the low- get medicine inexpensively. See figure 11.0
est in China.” for examples of such posts.
source: www.healthbbs.net
Disease / sickness — Discussion in this area
figure 12.0 was extensive. Of all disease areas men-
Q3 BBS postings mentioning disease / sickness areas
tioned, respiratory ailments received the
Respiratory (47,135) most postings (47,135), with cancer
(44,667) and hepatitis (36,764) following
Cancer (44,667)
closely behind. Within these disease areas,
Hepatitis (36,764) “netizens” asked detailed questions about
treatment, medicine, prevention, and per-
Central Nervous (18,053) sonal experience.
Gastrointestinal (11,276)
In some cases, entire Web sites have been
Cardiovascular (9,898) established as repositories of doctor and
user-generated disease information. These
Diabetes (9,884) sites have BBS forums for “netizens” to
exchange experiences, and include separate
Skin (9,705)
sections where medical professionals field
Arthritis (8,188) questions. See figure 12.0 for Q3 BBS posts
mentioning disease / sickness areas.
Kidney & Urology (6,596)
Osteoporosis (3,984) Word of Health: China featured disease
area: oncology (cancer)
Bacterial Infection (2,664)
Each edition of Word of Health: China will
source: CIC health IWOM data (July - Sept. 2006)
highlight a single disease / treatment area.
figure 13.0 The focus of this edition is on oncology
Q3 BBS posts mentioning cancer types
(cancer).
Breast (3,600)
Cancer types
Lung (2,832)
Among types of cancers discussed, leukemia
Stomach (2,288) and breast, lung, stomach, and pancreatic
cancers received the most posts during Q3.
Leukemia (1,882)
See figure 13.0 for more information.
Pancreatic (563)
The Pink Ribbon Breast Cancer Prevention
source: CIC health IWOM data (July—Sept. 2006) Promotion, launched in Q3, helped drive
Word of Health: China 7
10. figure 15.0 figure 14.0
Q3 BBS posts mentioning company name and cancer
Post: “I am experiencing breast pain again, accompa-
nied by transparent discharges. After the discharges,
AstraZeneca (73) the pain stops. To all the experts out there, what’s
going on? How should this be treated?”
Novartis (55)
source: club.health.sohu.com
Roche (45) Post: “With a bone marrow transplant in 2003, can
leukemia be cured completely? If it can’t be cured,
should it still be treated with medicine? How many
Sanofi-Aventis (15) kinds of leukemia are incurable? Should it be consid-
ered cured after several years of remission?”
Bristol Myers Squibb (12) source: club.health.sohu.com
Merck (12)
figure 17.0
Pfizer (10)
Post: “...Novartis has six cancer drugs on the China
Astellas Pharma (7) market; Swiss Roche has five cancer drugs. Bristol
Myers Squibb has more than ten new cancer drugs...”
Johnson & Johnson (3) source: www.iiyi.com
source: CIC health IWOM data (July - Sept. 2006)
online breast cancer discussion. The Pink
figure 16.0 Ribbon Group now has a dedicated Web
Q3 BBS posts mentioning drug name and cancer
site (www.fsdbl.cn) for breast cancer,
Iressa (50) which hosts a BBS forum and user blogs
(475 bloggers, dozens of new posts daily).
Gleevec (26) Additionally, PRB has its own QQ number,
which allows “netizens” to chat via instant
Tarceva (19) messenging software with PRB breast can-
cer experts. See figure 14.0 for examples of
Herceptin (18) cancer posts.
Taxotere (15)
Cancer medication
Diovan (14) A variety of companies and medicines were
discussed on cancer BBS forums. Astra-
Crestor (13)
Zeneca, Novartis, and Roche were the
company names most mentioned on these
TAXOL (8)
forums, with Iressa, Gleevec, and Tarceva
being the most mentioned cancer medica-
Mabthera (6)
tions. See figures 15.0 and 16.0 for com-
plete listings of mentions, and figure 17.0
source: CIC health IWOM data (July - Sept. 2006)
for an example of a related post.
8 Word of Health: China
11. figure 18.0 Cancer treatment
Q3 posts mentioning treatment options
Surgery is overwhelmingly discussed as the
Surgery (1906)
most common cancer treatment. Tradi-
tional Chinese medicine (TCM) and West-
Alternative* (841) ern medicine were also heavily discussed as
treatment options. See figure 18.0 for BBS
Medicinal (505) mentions of different treatments.
Chemotherapy (157) Cancer prevention
Hormone (88) Within cancer prevention BBS posts,
“netizens” mostly discussed dietary habits
and specific foods, such as tea and bean
Gene (65)
products, as most effective in warding off
cancer. See figure 19.0 for examples of such
Immunotherapy (63)
posts.
Radiation (11)
Key cancer e-fluencers
* includes traditional Chinese medicine, vitamins, diet
management, etc. Using CIC’s proprietary software and proc-
source: CIC health IWOM data (July - Sept. 2006) esses, Word of Health: China is able to sys-
tematically identify the user names of indi-
figure 19.0 vidual e-fluencers participating in cancer-
Post: “Research has proven that teas, such as green tea, related online discussions. No private or
red tea, black tea, flower tea, jasmine tea, etc. help in personally identifiable information was col-
keeping people cancer free.”
lected during the research. These people
source: bbs.health.163.com are patients, medical professionals, and eve-
ryday people motivated by their passion for
Post: “Bean products can be effective in preventing
breast cancer…” the topic. They are the most informed,
source: bbs.91.cn
most connected, and most influential par-
ticipants in the world of cancer IWOM.
figure 20.0
“Samar” (online screen name) is a top can-
Post: “This case is an example of bile duct cell cancer...I
think particular attention needs to be paid to the struc- cer e-fluencer on www.DXY.cn, and an
ture of the tumor.” ultrasonic expert. He has a history of post-
ing interesting cancer cases for discussion
source: club.health.sohu.com
among doctors in the DXY.cn online cancer
Post: “This seems like typical fibroadenoma, but the community. 507 of his posts in Q3 men-
medical history and CDFI both indicate breast cancer.
You should consider breast cancer, but no matter what it tioned cancer, the most of any poster in the
is, surgery is probably the only option.” forum. See figure 20.0 for examples of his
source: club.health.sohu.com posts.
Word of Health: China 9
12. figure 21.0 “肿瘤博士”(Tumor Doctor — online
screen name) is a well-established tradi-
Post: “The patient is advanced in age. The initial test
results should be reconsidered...for older patients, tional Chinese medicine doctor specializing
tests need to be scrutinized.”
in oncology. He is also a top cancer e-
source: www.dxy.cn fluencer on Soho’s healthcare forum
figure 22.0
(www.club.health.sohu.com), answering
“netizens’” tumor-related questions. 481 of
Post: “The patient is advanced in age and has late-stage his posts mentioned cancer in Q3. See fig-
cancer...it may be caused by weak gastroenteritic
function. If there is no abdominal fluid, the patient ure 22.0 for examples of his posts.
should eat soft or liquid food and avoid “cold” medi-
cine if taking traditional Chinese medicine.”
Complete listings of cancer e-fluencers and
source: club.health.sohu.com the BBS forums in which they participate
Post: “From the information you supplied, it seems
are available in specialized reports.
there is only a small chance it’s a sarcoma. You can
use Chinese traditional medicine to treat it.”
Other notable online healthcare and
source: club.health.sohu.com pharmaceutical discussions during Q3
figure 23.0
General medicine safety, traditional Chinese
Post: “What’s wrong with Chinese pharmaceutical medicine, and online diagnosis generated a
manufacturers? Have they all banded together to
manufacture fake drugs? The bigger question is who significant amount of online discussion dur-
dares to use medicine manufactured by these local ing the July to September (Q3) period. In
companies?”
brief:
source: blog.sina.com.cn
Chinese “netizens” are raising questions
figure 24.0
about the integrity and authenticity of the
Post: “It’s a good idea to combine Western medicine drugs / medicine produced by local Chinese
with Chinese medicine. But the thought of wiping out pharmaceutical companies. See figure 23.0
traditional Chinese medicine is awful.”
for an example post.
source: bbs.news.tom.com
Recently published articles about the abol-
figure 25.0
ishment of traditional Chinese medicine and
Post: “Our hospital offers online diagnosis and consul- methods have been met with sharp criti-
tation. Hope we can be of help to everyone. Please
add our screen name: Velvet.” cism online from academics and the general
“netizen” public. See figure 24.0 for an ex-
source: forum.taobao.com
ample post.
“道可道非常道” (Dao Ke Dao Fei Chang “Netizens” have seized on the convenient,
Dao — online screen name) is another e- time-saving nature of online diagnosis, and
fluencer on www.DXY.cn. As a young doc- are driving its increasing implementation.
tor passionate about sharing difficult cancer Certain hospitals have joined the conversa-
cases and information with others, his post- tion and openly offer this kind of service.
ings have become destinations for many See figure 25.0 for an example post.
“netizens” seeking objective discussion and
accurate, trustworthy medical counsel. See
figure 21.0 for an example of his posts.
10 Word of Health: China
13. Insights & Actionable Conclusions
Why is Internet Word of Mouth important to healthcare and pharmaceutical companies?
Five things healthcare and pharmaceutical companies can do “right away”
to incorporate IWOM into their communications campaigns
Five DON’Ts when incorporating IWOM into communications campaigns
Word of Health: China 11
14. Why is Internet Word of Mouth important to
healthcare and pharmaceutical companies?
• In line with the shift from “vertical” to “horizontal” conversations, the world of corpo-
rate communications is now populated with a multitude of stakeholders, all of whom are
making their online presence in China increasingly known through IWOM platforms such
as BBS forums and blogs. Simply put, companies need to pay attention to IWOM to bet-
ter understand the concerns and needs of stakeholders newly empowered by online so-
cial media.
• Companies need to recognize that corporate image and product reputation can be im-
pacted by anyone at any time on the Internet through IWOM platforms such as BBS fo-
rums and blogs.
• Companies need to reach stakeholders “where they live” (in this case, the blogging / BBS
community). Strategic public relations / communications campaigns must incorporate
IWOM engagement to ensure they are comprehensive and successful.
• Companies need to recognize the emergence of a new issues / crises model in China.
Issues / Crises were previously born in mainstream media — in a top-down, vertical fash-
ion. The opposite is now true. Issues / Crises routinely first garner the attention of mil-
lions of “netizens” on IWOM platforms before ever making their way onto television
screens or newspaper front pages. With Internet usage on the rise and the popularity of
IWOM platforms growing, companies will be increasingly challenged in their management
of real and bogus issues / crises online in China.
• Edelman research* shows that key Chinese stakeholders rate corporate senior leadership
as the “most trustworthy and believable source” for information about a company.
IWOM provides new platforms for senior leadership to position companies and drive
corporate reputations among an increasingly influential and active audience of stake-
holders.
• While companies are not yet extensively discussed in IWOM, there is an incredible thirst
for accurate, objective, and trustworthy information within healthcare / pharmaceutical
IWOM. This thirst is not being quenched by traditional media channels. There is a signifi-
cant opportunity for healthcare / pharmaceutical companies to leverage IWOM in their
strategic communications campaigns to better engage, educate, and inform patients, po-
tential patients, and the general public.
* 2006 Edelman Asia Pacific Stakeholder Research
12 Word of Health: China
15. Five things healthcare and pharmaceutical companies can do “right away”
to incorporate IWOM into their communications campaigns
• Systematically track top blogs and BBS a deep knowledge of their audience — the
forums to listen to and learn about key online healthcare / pharmaceutical commu-
issues of interest surrounding disease nity. Companies can also look to partici-
areas relevant to the company or its pate in the community by sponsoring cus-
brand / products. tomized BBS forums or Web sites dedi-
cated to providing credible information to
• Identify e-fluencers on blogs and BBS “netizens” about a particular disease or
forums and seek to establish a transpar- treatment area.
ent relationship with them. Provide
them with disease and treatment infor- • Encourage doctors and KOLs in related
mation, and engage them in brand and therapeutic areas to blog or host a BBS
communications activities as appropri- forum, helping to ensure patient and con-
ate. sumer populations are well informed
about diseases and treatments. With such
• Encourage brand physicians (M.D. cre- communications, being aware of related
dentials) to blog or host BBS forums legal, liability, and corporate policies is
about disease, drugs, and / or treatment. essential.
The goal is to “have a voice” in the
healthcare / pharmaceutical IWOM • Evaluate online marketing strategy to en-
space. Make sure brand physicians are sure marketing dollars are spent where
transparent about their identity and have most online conversations occur.
Five DON’Ts when incorporating IWOM into communications campaigns
• Don’t spam. Contacting e-fluencers with media, and will be opposed with passion.
anonymous emails or private messages Instead, contribute to the conversation
containing greetings such as “Dear blog- with content that will be of genuine inter-
ger,” goes against the grain of authentic- est to the community.
ity and dialogue that underpins online
social media. Instead, personalize com- • Don’t pretend to be a consumer. Instead,
munications using e-fluencers’ names, listen to the conversation so that you can
and referencing specific content they learn more about your consumers and
have written. their concerns. After careful consideration,
you may choose to participate in the com-
• Don’t pay for coverage or offer under- munity with thoughtful contributions.
the-table incentives. Instead, offer what
e-fluencers desire most: unique informa- • Don’t feel like you have to talk in order to
tion and recognition. participate. Instead, consider engaging
communities in other ways, including spon-
• Don’t shill. Posting obviously commer- sorship, advertising, or support for events
cial or biased messages is contrary to that allow the community to meet offline.
the non-commercial nature of social
Word of Health: China 13
16. About Edelman China
Edelman China, which became one of the first multinational public relations firms to enter China in
1994, is a subsidiary of Edelman Worldwide. The world's largest independent public relations con-
sultancy, Edelman has more than 46 offices and 2,500 employees in 39 countries. Headquartered in
Shanghai, Edelman China is one of the leading international public relations firms in the China mar-
ket. The firm has additional offices in Beijing, Guangzhou, Hong Kong, and Taipei, and an affiliate
network of agencies located in key second- and third-tier cities. With a staff of more than 160 Chi-
nese and expatriate professional consultants, Edelman China provides local and international com-
munications solutions to a diverse portfolio of domestic and foreign multinational clients. Edelman
China's main areas of expertise include corporate, financial / transactional, crisis / issues manage-
ment, government relations / public affairs, healthcare / pharmaceutical, consumer / marketing, busi-
ness-to-business (B2B) marketing, and information technology communications. Visit
www.edelman.com or www.edelmanapac.com for more information.
About CIC
CIC is the leading Internet Word of Mouth (IWOM) research and consulting firm in China. CIC
helps its clients make sense of the buzz found on Chinese blogs, BBS forums, and other social media
channels using proprietary text mining technology developed specifically for the Chinese language.
With sensitivity toward marketing, market research, media planning, public relations, and product
development, CIC’s team of social media analysts provide actionable insights for a stable of Fortune
500 retainer clients in China and around the world. CIC was founded in 2003 by a team of local and
international professionals with experience in the Chinese public relations, market research, and
brand consulting industries. Visit www.cicdata.com or www.seeisee.com for more information.
For more details about Word of Health: China, or to inquire about in-depth or specialized health-
care / pharmaceutical IWOM reports, please contact:
Mr. Adam J. Schokora - 石灵杰 Ms. Daisy Zhang - 张伟
Edelman CIC
adam.schokora@edelman.com daisy@cicdata.com
(86) (021) 6289 2929 ext. 890 (86) (021) 5237 3860/61/62/63 ext. 866
Word of Health: China 15