Digital progress has affected the way companies interact and think
their marketing strategies. In Brazil, social media has been demonstrated to be an
effective tool to improve customer’s reach and engagement. However
pharmaceutical industry has some restrictions and the customers decision-making
process seems to be more complicated and it involves others influencers. When
investing in social media for patients’ education, Pharmaceutical industry needs to
tell people they may be sick and need to sick for a doctor. However 'seek for a
doctor' is just the begging of the patient journey until he buys and/or consume the
medicine. Due to the communication restriction, the freshness of social media and
the complexity of the patient journey, marketers need to have a guide to help them
to develop and implement social media campaigns and also be aware about the
impact of social media campaign on sales performance to justify this investment.
This research aims to answer the following question: 'How can pharmaceutical
industry use social media in Brazil as a tool to provide patient education, and
encourage patients to seek for treatment with theirs doctors?'