Impact of Covid 19 on E- marketing in

Pharmaceutical Industry
An

MBA Research Introduction

Submitted to

Indian Institute Of Information Technology, Allahabad

(IIIT-A)

By

Amit Kumar Singh (IMB2021044)

Sakshi Singh (IMB2021045)

Aditya Tiwari (IMB2021046)

Under the guidance of

Dr. Madhvendra Misra

Department of Management Studies

Indian Institute of Information Technology

Allahabad 211012
 Introduction
The corona virus disease 2019, also known as COVID-19, is a virus that is made up entirely
of ribonucleic acid. It acquired its name from the presence of glycoprotein spikes on its
envelope, which give it a classic crown-like look under an electron microscope. COVID-19
transmits from one person to another, thus it's best to avoid or limit contact with others. This
behaviour is known as social or physical distancing. The COVID-19 epidemic and the need
for social distancing have had an impact on company marketing methods, particularly
pharmaceutical companies'. Changes and alterations in pharmaceutical marketing methods
have been noted in reaction to the COVID-19 pandemic and the need for social distance.
Pharmaceutical firms, in particular, are looking for new ways to engage with their current and
potential clients. Following the onset of the COVID-19 pandemic, the notion of
pharmaceutical marketing was severely rethought. "The business of advertising or otherwise
encouraging the sale of pharmaceuticals or drugs" is how pharmaceutical marketing is
defined. There has been an upsurge in pharmaceutical marketing activities in recent years,
which has resulted in a huge increase in demand for pharmaceutical products. Pharmaceutical
businesses have benefited from this. On the negative side, the continuous trend has resulted in
price increases and, in some cases, medicine shortages for consumers (e.g. patients and
healthcare providers). With the COVID-19 epidemic, the situation altered. The shutdown of
the economy has a significant impact on pharmaceutical demand. As a result, pharmaceutical
companies are being forced to reconsider their marketing techniques. Apart from low demand
for particular items, pharmaceutical companies are having increasing difficulty obtaining the
raw materials they require for manufacture, as well as reaching their target markets and final
consumers. Pharmaceutical businesses have begun to change their marketing methods in an
attempt to stay competitive in the face of the COVID-19 epidemic. As a result, there have
been advances toward networking partnerships and collaborative business structures based on
the coo petition notion. There is also evidence that pharmaceutical companies are using a
variety of technology-based approaches to combat the negative effects of the COVID-19
pandemic, such as "digital marketing, edetailing customer relationship management,
esampling, innovative work behaviour, and the telemedicine revolution to promote product
value and expedite prescriptions to the target consumer."

Keywords : COVID 19, Pharmaceutical marketing, Marketing strategies

 References
Singh, H., Majumdar, A., & Malviya, N. (2020). E-Pharmacy impacts on society and pharma sector in
economical pandemic situation: a review. Journal of Drug Delivery and Therapeutics, 10(3-s), 335-
340.

Sawad, A. B., & Turkistani, F. (2021). Pharmaceutical Marketing Transformation due to COVID-19
Pandemic. Journal of Pharmaceutical Research International, 33(33A), 91-99.

Almurisi, S. H., Al Khalidi, D., AL-Japairai, K. A., Mahmood, S., Chilakamarry, C. R., Kadiyala, C. B.
N., & Mohananaidu, K. (2020). Impact of COVID 19 Pandemic Crisis on the Health System and
Pharmaceutical Industry.

Chiplunkar, S., Gowda, D., & Shivakumar, H. (2020). Adaptation of pharmaceutical marketing and
drug promotion practices in times of pandemic COVID-19. International Journal of Health & Allied
Sciences, 9(5), 11-11.

Rakshit, D., & Paul, A. (2020). Impact of COVID-19 on sectors of Indian economy and business
survival strategies. Available at SSRN 3620727.
maceutical marketing, Marketing strategies