SOCIAL MEDIA AND WEB STRATEGIES: THEORETICAL ASPECTS AND A CASE STUDY

As we all know, 2020 was the year business marketers were forced to rapidly change their strategies. With events being cancelled, financial crisis, and global uncertainty, the nimblest marketers were the ones best positioned to achieve their objectives. As a result, several marketers have refocused on their social media marketing strategy. Comparably, Lifescience.IT being a pharmaceutical start-up started in 2014 also decided to enhance its marketing through social media management. After I got hired in Lifescience.IT as a Social media manager Intern, I did many brainstorming sessions and lot of research along with the experts working for Lifescience.IT, we concluded to the fact that this company needed not only social media management but also, building brand awareness and trust, User friendly website, e-commerce and, we also worked on measuring marketing efforts. However, numerous variables are pushing the pharmaceutical sector to go through a period of significant change and expansion, and to all of them has been joined today another large and dramatic factor: the Covid-19 pandemic. Furthermore, the lack of official and particular regulations for social media in the pharmaceutical marketing environment generates confusion, making the social media implementation process difficult to follow. My objective in this company is to create a website, create social media platforms that augment company products marketing, make creative content for the social media platforms, examine the website and social media statistics and analytics. To perform this research, I followed few methodological approach and concept models like business model, PEST, SWOT, etc., in order to evaluate the pharmaceutical company’s presence on the selected social media. Most of my work ended up being practical and semi theoretical approaches because of non-availability of time, and limitations encountered during work. But further developments and enhancement of work will be done in the future. Findings from this study provides that if your strategy is well-planned from the start, you could end up gaining much more value than expected. This research also provides insights of how pharmaceutical marketing is mutating and how social media marketing positively influences the relationships between self-brands congruency, intimacy, and trust. Keywords: Lifescience.IT, Social media management, social media marketing, e-commerce, pharmaceutical marketing, social media.