Enhancing patient engagement through social media: cross-cultural insights from pharmaceutical enterprises

Purpose This paper investigates how pharmaceutical companies, particularly Pfizer, utilize social media strategies to engage patients across different cultural contexts, identifying emerging trends that enable companies to better address patient needs and enhance campaign effectiveness. Design/methodology/approach Employing a case study methodology, we analyze Pfizer’s social media efforts on Instagram in two countries. Data were collected from August to October, focusing on this period due to its relevance to health prevention days. The content of posts and reactions on social media were analyzed using a text mining methodology. Finally, to further analyze our results, we applied the Hofstede framework. Findings The research reveals a tailored approach to communication with patients based on the social media platform. Companies are expected to adapt their social media strategies across different countries, gaining insights into effective communication methods. This customization is anticipated to enhance future campaigns and optimize resource allocation. Research limitations/implications This study is limited to the analysis of one pharmaceutical company operating in multiple countries, though the findings may be applicable to other entrepreneurial firms. The data collection focuses solely on Instagram, and incorporating semi-structured interviews with management or considering other social media could provide further insights. Practical implications The findings offer practical benefits for entrepreneurial firms seeking to develop social media strategies and enhance customer engagement through effective interaction and comment collection. Originality/value This research contributes to the understanding of B2C relationships and marketing capability gaps in social media and digital engagement strategies, considering the cultural influence.