The Use of Microblog "Weibo" by Chinese Patent Medicine Companies in China

Therapeutic Innovation & Regulatory Science
Qirui SongHao Hu

Abstract

In order to introduce regulatory measures to regulate social media use by the Chinese patent medicine (CPM) companies, it needs better understanding of CPM companies' promotional activities using social media. Thus, this study aimed to analyze the nature of the information conveyed to the public by the CPM companies through microblog (Weibo) in China. The content of 17 CPM Weibo accounts was analyzed. These accounts were established by 13 CPM companies, each of which had more than 10,000 followers, over 1000 posts and updated posts in 2016. Of the 40,798 original posts identified in the 17 Weibo accounts, 98.39% (n = 40,142) were classified into 6 main themes: (1) social living (36%); (2) health science (26%); (3) health maintenance (14%); (4) direct product promotion (11%); (5) corporate branding (7%); and (6) medical and industrial information (6%). Among the posts directly related to product promotion, more than half (n = 2550) focused on customer interactions followed by product efficacy (n = 945). Among the posts about corporate branding, about half of them (n = 1,443) focused on company image. Weibo is being used by CPM companies widely for strategic product promotion. With one of the key strategies being overt marketing ...Continue Reading

References

Apr 16, 2002·BMJ : British Medical Journal·Ray MoynihanDavid Henry
Sep 2, 2011·Journal of Medical Internet Research·Bryan A Liang, Timothy K Mackey
Jun 3, 2015·Journal of Medical Internet Research·Jennifer Tyrawski, David C DeAndrea
Oct 4, 2016·International Journal of Health Policy and Management·Hyosun Kim
Dec 6, 2016·Frontiers in Pharmacology·Magdalena Syrkiewicz-ŚwitałaEwa Ptak
May 1, 2015·Therapeutic Innovation & Regulatory Science·William JacksonEvelyn Hermes-DeSantis

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