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首页> 外文学位 >Leaders' experiences of implementing social media in the pharmaceutical and health sciences industries: An exploratory qualitative study.
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Leaders' experiences of implementing social media in the pharmaceutical and health sciences industries: An exploratory qualitative study.

机译：领导者在制药和健康科学行业中实施社交媒体的经验：一项探索性定性研究。

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摘要

This exploratory qualitative research was guided by the following research question: How do leaders in the pharmaceutical industry describe the experience of implementing social media business into the organization? The pharmaceutical industry has been late to the game compared to consumer industries with the implementation of social media into the business due to the highly regulated industry and lack of health authority guidance. Fourteen experts in social media who work in the pharmaceutical field were interviewed, and those interviews were analysed through both thematic and narrative plot analyses. The analyses include the themes of social media leadership practices, social media uses in the pharmaceutical field, future plans, environment, and the role of leadership as related to social media implementation. Using Contingency, Trait, Transformational Leadership theories, and Kouzes and Posner Leadership and Technology Acceptance models, the researcher concluded leaders were beginning to embrace the use of social media and have developed processes and policies to work within the highly regulated environment. This research shows that over the past several years leaders have been evaluating how to use digital channels to interact with health care professionals and the public, piloting different ideas, and have been developing infrastructure focused on implementing social media. Social media use is occurring in different stages across the companies; some companies are more actively participating, and others are doing more listening. Two themes for social media use in the pharmaceutical industry were established: (a) Corporate Uses and (b) Patient Engagement. Corporate uses include (a) providing medical information and education to medical professionals, (b) corporate communications, (c) human resources--related activities, (d) employee advocacy, and (e) marketing. Patient engagement uses included (a) clinical research trials, (b) disease awareness, and (c) social listening. Overall, all leaders expressed that social media is the future, and recommended for the industry to learn how to use it, and use it well. The leaders expressed social media will be part of core strategies in the future because it is seen as an important communication vehicle. Leaders require the skills to be open, strategic and visionary to be successful in implementing social media strategies.
机译：该探索性定性研究受到以下研究问题的指导：制药行业的领导者如何描述在组织中实施社交媒体业务的经验？与消费行业相比，制药行业在行业中落后于竞争对手，原因是行业高度管制，并且缺乏卫生授权指南，因此在企业中实施了社交媒体。采访了14位在制药领域工作的社交媒体专家，并通过主题和叙述情节分析对这些访谈进行了分析。分析包括社交媒体领导实践，制药领域社交媒体使用，未来计划，环境以及领导与社交媒体实施相关的角色等主题。研究人员使用偶然性，特质，变革型领导理论以及Kouzes和Posner领导力与技术接受模型，得出结论，领导者开始拥抱社交媒体的使用，并制定了在高度监管的环境中工作的流程和政策。这项研究表明，在过去的几年中，领导者一直在评估如何使用数字渠道与医疗保健专业人员和公众进行互动，并尝试不同的想法，并且一直在开发专注于实施社交媒体的基础设施。整个公司的社交媒体使用处于不同阶段。一些公司更积极地参与，而其他公司则进行更多的倾听。建立了制药行业社交媒体使用的两个主题：（a）公司用途和（b）患者参与。公司用途包括（a）向医疗专业人员提供医疗信息和教育，（b）公司通讯，（c）与人力资源有关的活动，（d）员工倡导和（e）营销。患者参与的用途包括（a）临床研究试验，（b）疾病意识和（c）社交倾听。总体而言，所有领导者都表示社交媒体是未来，并建议业界学习如何使用它并很好地使用它。领导人表示，社交媒体将被视为重要的沟通工具，因此将成为未来核心战略的一部分。领导者需要具备开放，战略和远见卓识的技能，才能成功实施社交媒体策略。

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  • 作者

    Leimkuhler, Marie.;

  • 作者单位

    Capella University.;

  • 授予单位 Capella University.;
  • 学科 Technical communication.;Web studies.;Management.;Pharmaceutical sciences.
  • 学位 Ph.D.
  • 年度 2016
  • 页码 267 p.
  • 总页数 267
  • 原文格式 PDF
  • 正文语种 eng
  • 中图分类
  • 关键词

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