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Which social media strategy can be used by medical devices companies in order to reach business goals? The case of Johnson & Johnson Medical B.V.

t'Kint de Roodenbeke, Igor
(2020)

Files

IGORTKINTDEROODENBEKE_26321500_2020.pdf
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  • Adobe PDF
  • 27.24 MB

Details

Supervisors
Schuiling, Isabelle
Faculty
Louvain School of Management
Degree label
Master [120] en ingénieur de gestion
Abstract
In the context of Web and social media development which also impact the medical sector and as a result, the medical devices industry, a question still remains: “How does it impact hospitals, physicians and healthcare organizations as a whole?” Therefore, this thesis aims at understanding where decision makers in the medical industry find their information as well as identifying the most powerful channels and touchpoints in order to reach them. It focuses on the company Johnson & Johnson Medical B.V. which is the marketing and sales organization for medical technologies in the Netherlands. The paper examines the practices in this industry regarding social media and provides an Action Plan for the company analysed to implement a local social media strategy.