Abstract

DIGITAL MARKETING IN THE INDIAN PHARMACEUTICAL INDUSTRY: A STUDY TO ASSESS VIEWS OF PHARMACEUTICAL MARKETING PROFESSIONALS IN USING DIGITAL MARKETING AS A BRAND PROMOTIONAL LEVER

Prof. Smitha Sarma Ranganathan* and Vishal C Bellani

ABSTRACT

Pharmaceutical companies operate in a regulated environment which poses constraints in the nature of promotional and marketing activities they can pursue. Thus, most pharmaceutical promotional initiatives consist of Below – the-Line (BTL) activities with an objective to engage their customer segment – the healthcare professionals with a positive brand experience. The world over, pharmaceutical companies are experimenting with the digital medium to capture the attention, create unique brand engagements and clock brand equity with health care professionals. A significant number of publications have documented and established the increased interest and usefulness of digital marketing in pharmaceutical promotion globally; however, data with regard to the readiness and attitudes of pharmaceutical marketing professionals in India to embrace digital marketing tools is rather scarce. Thus, this study attempts to tap the mindset of Indian marketing professionals in the pharmaceutical industry and assess the momentum digital marketing has as a promotional lever. Researchers of this study jointly have 23 years of experience as practitioners of pharmaceutical marketing and promotions in both Indian and global markets. We believe that this study will serve as an important milestone that provides relevant and useful insights for pharmaceutical marketing professionals in India to help them gauge the usefulness of digital marketing as a promotional lever.

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