The contribution of digitalization of marketing procedures in the pharmaceutical industry: Theoretical approach

Abstract

Digital marketing has become an essential pillar for the pharmaceutical industry, offering innovative ways to effectively promote products and stand out in a competitive market. Unlike traditional marketing, digital marketing allows for more direct and personalized interaction with customers, thereby promoting engagement and loyalty. In this article, we explore in depth how digital marketing is transforming the pharmaceutical industry, examining the theoretical and practical aspects of this approach. We also analyze the challenges and opportunities associated with adopting digital marketing in this sector, as well as best practices for the successful implementation. Additionally, we emphasize the importance for pharmaceutical companies to adopt a strategic and ethical approach to digital marketing to ensure their long-term success. Furthermore, this article highlights the growing importance of specific digital marketing tools such as social media, online SEO, and email marketing, which allow pharmaceutical companies to reach their target audience in a direct and personalized manner. It also underscores the positive contribution of real-time data collection and analysis, which help companies make informed decisions to optimize their marketing strategies. However, the adoption of digital marketing in the pharmaceutical industry is not without challenges, notably due to strict regulations regarding pharmaceutical advertising and health data protection. This situation requires companies to adhere to strict ethical and legal standards, while constantly innovating to stand out in the market. This study summarizes the key findings, providing an in-depth overview of the contribution, strategies, and the role of digital marketing in the pharmaceutical industry, highlighting the shift towards a new era of communication and branding in this sector.

Keywords: Digital marketing, Pharmaceutical industry, Digital transformation, Marketing strategy, Social media.

JEL Classification: M31, M37

Paper type: Theoretical Research