Abstract

TRANSFORMING PHARMACEUTICAL MARKETING FOR THE DIGITAL ERA-A REVIEW

Qumre Alam*, Amarjeet Singh, Aman Kha, Manish Sharma and Lalit Giri

ABSTRACT

The rapid evolution of digital technologies has significantly impacted various industries, including pharmaceuticals, necessitating a transformation in marketing strategies. This review explores the shift from traditional pharmaceutical marketing to digital approaches, examining key drivers, challenges, and outcomes associated with this transition. It highlights the integration of digital tools such as social media, mobile applications, big data analytics, and artificial intelligence in creating more personalized and efficient marketing campaigns. The paper also addresses regulatory and ethical considerations, emphasizing the need for compliance with evolving guidelines to ensure patient safety and data privacy. Through a comprehensive analysis of current trends and case studies, the review underscores the potential benefits of digital marketing in enhancing engagement with healthcare professionals and patients, improvingbrand visibility, and ultimately driving better health outcomes. This transformation is essential for pharmaceutical companies to remain competitive and responsive to the dynamic demands of the digital era.

Keywords: Digital transformation, Pharmaceutical marketing, Social media, Big data, artificial intelligence, Regulatory compliance, Patient engagement.