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WeChat is the number one mobile communication platform in China. It has a monthly user base of over 1 billion people and now offers a whole host of features including WeChat pay, mini-programs, social networking and games.
In today’s fiercely competitive marketplace, it is critical to keep up with global trends in digital communications. In our last webinar, we looked at the rise of WhatsApp in Latin America. Now we ask, can the WeChat platform be leveraged in China in a similar way, as both a means of collecting insights and ultimately, engaging customers?
In this webcast emerging market experts Rachel Howard and Parisa Valadan discuss the features and opportunities of WeChat. They address the impact of doing business in China, share examples of how WeChat is being used in healthcare, and discuss what this means for market researchers. Using a digital ethnography case study conducted using WeChat diaries with HIV patients, they highlight some of the opportunities and challenges of using this digital communication platform to generate actionable insights.
What are the key takeaways?
- Communication trends: The rise in popularity of WeChat
- How WeChat is being used in healthcare and how pharma can tap into this opportunity
- What does this mean for market researchers? Benefits and limitations including a case study
- Start the conversation by submitting your questions in advance when you register