Samenvatting

The aim of this research project is to provide an advice on how can healthcare professionals –
doctors, hospitals and insurance companies make a (better) use of social media in order to generate
awareness and engage general public in personalised medicine. In order to reach this aim an
extensive desk research, literature review and additional field research was conducted.
The research paper begins with introduction of the problem and background information of the
company and the objective of the report. Then in the same chapter the advice question and research
questions are given.
The next chapter is Situation Analysis in which the internal of EuroBioForum and external analysis of
EuroBioForum and Healthcare professionals (doctors, hospitals and insurance companies). The
internal and external factors are analysed and discussed from which a SWOT Analysis follows. There
are also section about Trend/Market Analysis and Consumer Analysis. After that the Key Bottlenecks
are established and Communication Analysis are developed.
The following chapter is Literature Review which consists of overview of the examined literature,
what the theory and experts say about the successful characteristics of social media strategy on
healthcare communications.
Then the subsequent chapter is In-depth Research Methodology in which the in-depth research
questions and an overview of how they are being made measurable is provided. Then the research
strategy, methods, material and planning is explained.
The chapter that follows is the In-depth Research Analysis where the findings based on topics and
themes from the previous chapter are provided. The next section in this part is the conclusions, in
which the interpretation of the facts are given.
The research paper ends with Recommendation chapter, there communication plans for the both
communication strategies can be found. In the overview of the strategies the communication
objectives, the approach, the theme and the message per target group are developed and
established. Initial budget estimations per strategy are being provided.