Digital Medical Information Services Delivered by Pharmaceutical Companies via WeChat: Qualitative Analytical Study

• DOI: 10.2196/43812
• Publication Date: 2023-11-17T15:15:35Z
• Authors: Ying Ge; Dongning Yao; Carolina Oi Lam Ung; Yan Xue; Meng Li; Jiabao Lin; Hao Hu; Yunfeng Lai
• Keywords: Digital Health

Social media has become one of the primary information sources for medical professionals and patients. Pharmaceutical companies are committed to using various social platforms provide stakeholders with digital services (DMISs), which remain experimental immature. In China, WeChat tops list popular platforms. To date, little is known about service model DMISs delivered by pharmaceutical via WeChat.This study aims explore emerging in China.This applied a qualitative research design combining case documentary analysis 6 leading China. Materials were collected from their official Thematic was conducted on data.The investigated. Themes emerged regarding 2 essential WeChat: business operation (ie, public services, professional science education e-commerce services). Business mainly function assist or facilitate company's operations development trends general visitors. Public-oriented realized through health popularization, academic frontiers, product information, road maps hospitals pharmacies. Internet hospital pharmacy main patient-oriented services. Medical staff-oriented commonly include continuing education, clinical assistance, research, journal searching. products insurance.Pharmaceutical China use diversified DMISs, exploratory stage. The requires more distinct innovations personalized patient-centric Moreover, specific regulations need be established guard interests.