TITLE

ANALYSING THE EFFECTIVENESS OF DIGITAL

MARKETING STRATEGIES FOR
PHARMACEUTICAL PRODUCTS

Dissertation submitted to the L J

University
For the partial fulfilment for the award of the degree of
Master in Business Administration

By
Khachit Mehta (22003400310207)
Ayush Thakkar (22003400310444)

Under the Supervision of

Prof Mitali Saxena

L. J. University (LJU)
LJ Campus, Near Sarkhej-Sanand Circle, Off, Sarkhej - Gandhinagar Hwy,
Ahmedabad, Gujarat, India 382210

Month year
Jan 2024
1
 INSTITUTE CERTIFICATE

This is to certify that the work contained in the dissertation entitled “Analysing the
Effectiveness of digital Marketing strategies for pharmaceutical products”, submitted by
Khachit Mehta ( 22003400310207 ) and Ayush Thakkar ( 22003400310444 ) for the award
of the degree of Master in Business Administration to the L J University, Ahmedabad,
Gujarat, India is a record of bonafide research works carried out by him under my direct
supervision and guidance.

I considered that the dissertation has reached the standards and fulfilling the
requirements of the rules and regulations relating to the nature of the degree. The contents
embodied in the dissertation have not been submitted for the award of any other degree or
diploma in this or any other university.

Signature of supervisor

name

2
PLAGIARISM REPORT

3
 STUDENT DECLARATION

I here pronounce that the Comprehensive Project Report titled study on “Analyzing the
Effectiveness of digital Marketing strategies for pharmaceutical products”, Is my
very own aftereffect work and my obligation to other work distribution, references,
assuming any, have been appropriately recognize. Assuming I am seen as at legitimate
fault for duplicating from some other report or distributed data and appearing as my
unique work, or broadening literary theft limit, I comprehend that I will be responsible
and deserving of the college, which might incorporate ‘fizzle in assessment or whatever
other discipline that college might choose.

Name of the Student

Khachit Mehta

Ayush Thakkar

4
 ACKNOWLEDGEMENT

As a part of the course syllabus, keeping preferences in mind during MBA course
students have to undergo the summer training to get exposure of industry. This practical
training at MBA program develops a feeling about the difficulties and challenges in the
business world.

It can never be possible to make mark in today’s competitive era only with
theoretical knowledge, when industries are developing at global level, practical
knowledge of administration and management of business is very important. Hence,
practical study is of important to MBA students. The project will help to learn about credit
appraisal process.

Is this direction we have tried our deliberate effort to collect the required
information and fulfil project objectives. In spite of our best effort, there may be errors of
omission and commission which may please be excused.

5
 CONTENTS

Chapter 1 - Introduction
1.1 Overview of Industry as a whole
1.2 Growth of the Industry
1.3 S.W.O.T analysis of Industry

Chapter 2 – Conceptual Discussion ( Literature Review )

Chapter 3 - Objectives, Scope and Rationale of the Study

Chapter 4 – Research Methodology

4.1 Problem Formulation

4.2 Research Design
4.3 Sample Size and Sampling techniques
4.4 Data collection Methods
4.4.1 Primary Data collection
4.4.2 Secondary Data collection

Chapter 5 – Data Analysis and Interpretation

Chapter 6 – Findings and Recommendations

Chapter 7 – Future scope of this work

Chapter 8 – Conclusion

Chapter 9 – Bibliography

Chapter 10 – Questionnaire

6
 Chapter 1: Introduction

• In an era marked by rapid technological advancements and digital transformation, the

pharmaceutical industry is increasingly recognizing the importance of leveraging digital
marketing strategies to enhance visibility, engage with stakeholders, and drive business
outcomes. As consumers and healthcare professionals turn to online platforms for
information, the effectiveness of digital marketing in the pharmaceutical sector has
become a critical area of study.

• The unique nature of pharmaceutical products, characterized by stringent regulations,

complex supply chains, and ethical considerations, presents both challenges and
opportunities for digital marketing initiatives. This research aims to delve into the
dynamics of digital marketing strategies within the pharmaceutical domain, evaluating
their impact on brand positioning, customer engagement, and overall business
performance.

Key Objectives:

• Assessing Online Presence and Visibility: Investigating how pharmaceutical

companies establish and maintain their online presence, including the use of websites,
social media, and other digital channels. Understanding how these platforms contribute
to brand visibility and accessibility for healthcare professionals and consumers.

• Engagement with Healthcare Professionals: Analyzing the effectiveness of digital

marketing strategies in facilitating meaningful interactions with healthcare professionals.
Examining the role of online platforms in disseminating information, fostering
collaborations, and supporting healthcare providers in their decision-making processes.

• Patient Education and Empowerment: Investigating the role of digital marketing in

educating and empowering patients. Assessing the effectiveness of online resources,
campaigns, and tools in enhancing health literacy, patient compliance, and overall health
outcomes.

• Compliance and Regulatory Challenges: Addressing the unique regulatory landscape

of the pharmaceutical industry and evaluating how digital marketing strategies navigate
compliance issues. Understanding the balance between promotional efforts and
adherence to regulations governing the promotion of pharmaceutical products.

• Measuring Return on Investment (ROI): Analyzing the metrics and key performance
indicators (KPIs) used to measure the success of digital marketing campaigns in the
pharmaceutical sector. Assessing the financial impact and return on investment for
companies investing in digital strategies.

7
 1.1 Overview of the Pharmaceutical Industry:

The pharmaceutical industry plays a critical role in global healthcare, dedicated to the research,
development, manufacturing, and commercialization of drugs and healthcare products. It is
characterized by high research and development costs, long product development timelines,
stringent regulatory requirements, and ethical considerations. The industry is comprised of a
diverse range of players, including multinational pharmaceutical corporations, biotechnology
firms, contract research organizations, and generic drug manufacturers.

Key Features of the Pharmaceutical Industry:

• Regulatory Landscape: The pharmaceutical industry operates within a highly regulated

environment to ensure the safety, efficacy, and quality of pharmaceutical products.
Regulatory bodies, such as the U.S. Food and Drug Administration (FDA) and the
European Medicines Agency (EMA), set strict guidelines for drug development,
approval, and marketing.

• Research and Development: The industry invests heavily in research and development
(R&D) to discover and develop new drugs, therapies, and treatment modalities. Drug
development involves preclinical and clinical phases, with significant financial and time
investments.

• Market Access Challenges: Achieving market access for new pharmaceutical products
can be challenging due to regulatory hurdles, pricing negotiations, and the need for
evidence-based outcomes. Successful market access requires effective communication
and collaboration with healthcare professionals, payers, and regulatory authorities.

• Patient-Centric Approach: There is a growing emphasis on patient-centric approaches,

with a focus on personalized medicine, patient engagement, and improved health
outcomes. Pharmaceutical companies are increasingly recognizing the importance of
directly engaging with patients and providing them with valuable information.

• Digital Transformation: The industry is undergoing a digital transformation, adopting

technology-driven solutions to streamline operations, enhance R&D processes, and
improve communication. Digital marketing has become a pivotal component of
pharmaceutical companies' strategies to engage with healthcare professionals, patients,
and other stakeholders.

8
Digital Marketing in the Pharmaceutical Industry:

Digital marketing in the pharmaceutical industry encompasses various online strategies and
channels aimed at promoting products, educating stakeholders, and building brand awareness.
Key elements of digital marketing in this sector include:

• Websites and Online Portals: Pharmaceutical companies maintain informative websites

and online portals to provide healthcare professionals and consumers with accurate and
up-to-date information about products, therapeutic areas, and company initiatives.

• Social Media Engagement: Social media platforms are utilized to engage with
healthcare professionals, patients, advocacy groups, and the general public. Companies
use platforms like LinkedIn, Twitter, and Facebook to share educational content,
research findings, and company news.

• Content Marketing: Content marketing involves creating and distributing valuable,

relevant content to attract and engage a target audience. In the pharmaceutical industry,
content marketing may include articles, whitepapers, videos, and webinars that educate
stakeholders about diseases, treatments, and healthcare advancements.

• Search Engine Optimization (SEO): Optimizing online content for search engines is
crucial for ensuring that pharmaceutical information is easily discoverable by healthcare
professionals and patients seeking reliable information.

• Email Marketing: Pharmaceutical companies often use targeted email campaigns to

communicate with healthcare professionals, disseminate product information, and
provide updates on medical advancements.

Challenges in Analyzing the Effectiveness of Digital Marketing Strategies:

• Regulatory Compliance: Striking a balance between effective digital marketing and

compliance with regulatory requirements poses a significant challenge. Pharmaceutical
companies must navigate complex regulations to ensure that promotional activities
adhere to industry standards.

• Data Security and Privacy: The sensitive nature of healthcare data requires
pharmaceutical companies to prioritize data security and privacy when implementing
digital marketing strategies. Compliance with data protection regulations is paramount.

• Measuring Impact: Quantifying the impact of digital marketing efforts on key

performance indicators (KPIs) such as brand awareness, engagement, and sales can be
challenging. Developing robust metrics and analytics is essential for assessing the
effectiveness of campaigns.

• Adapting to Technological Advances: The rapid evolution of digital technologies

requires pharmaceutical companies to stay agile and adapt their digital marketing
strategies to leverage emerging trends such as artificial intelligence, virtual reality, and
data analytics.
9
 1.2 Growth of the pharmaceutical Industry

The growth of organizations in the pharmaceutical industry, particularly

concerning the analysis of the effectiveness of digital marketing strategies, is
influenced by various factors. The successful implementation of digital marketing
initiatives can contribute significantly to the growth and success of
pharmaceutical companies. Here are key areas that demonstrate the potential for
organizational growth:

• Enhanced Visibility and Brand Image:

• Digital marketing strategies, when executed effectively, can enhance a
pharmaceutical company's visibility and promote a positive brand image.
• A strong online presence through websites, social media, and other digital
channels helps in reaching a wider audience, including healthcare
professionals, patients, and other stakeholders.

• Stakeholder Engagement and Relationship Building:

• Digital marketing facilitates direct engagement with healthcare professionals,
patients, and other stakeholders, fostering stronger relationships.
• Regular communication through online platforms allows pharmaceutical
companies to address concerns, provide valuable information, and build trust
among their target audience.

• Educational Initiatives and Patient Empowerment:

• Digital marketing enables pharmaceutical companies to educate healthcare
professionals and patients about diseases, treatment options, and healthcare
advancements.
• Patient empowerment through digital channels can lead to better-informed
decisions, increased treatment adherence, and improved health outcomes.

• Market Access and Market Share Expansion:

• Effective digital marketing can support market access strategies by providing
timely and relevant information to payers, healthcare providers, and
regulatory authorities.
• Increased visibility and engagement may contribute to market share
expansion, especially when targeting specific therapeutic areas or patient
demographics.

10
• Data-Driven Decision Making:
• Digital marketing generates valuable data and analytics that can be leveraged
for informed decision-making.
• Analyzing key performance indicators (KPIs) such as website traffic,
engagement metrics, and conversion rates allows organizations to optimize
their strategies for better results.

• Adaptation to Changing Consumer Behavior:

• The pharmaceutical industry, like many others, is witnessing changes in
consumer behavior with an increasing reliance on digital platforms for
information.
• Organizations that adapt to these changing behaviors by embracing digital
marketing can stay ahead of the curve and effectively reach their target
audience.

• Global Reach and Market Expansion:

• Digital marketing transcends geographical boundaries, allowing
pharmaceutical companies to reach a global audience.
• This global reach can be particularly advantageous for organizations looking
to expand into new markets or introduce products internationally.

• Optimized Resource Utilization:

• Digital marketing, when compared to traditional marketing methods, often
allows for more cost-effective campaigns.
• Organizations can optimize their marketing budgets by focusing on channels
and strategies that demonstrate the highest return on investment.

• Innovation and Technological Integration:

• Embracing innovative digital marketing technologies, such as artificial
intelligence, virtual reality, and data analytics, positions pharmaceutical
companies as industry leaders.
• The integration of cutting-edge technologies can enhance the effectiveness of
marketing efforts and contribute to organizational growth.

• Competitive Advantage:
• Companies that successfully leverage digital marketing strategies gain a
competitive advantage in the industry.
• A well-executed digital marketing approach can differentiate a
pharmaceutical brand and contribute to its overall success in a competitive
market.

11
 1.3 S.W.O.T analysis of Industry

When analyzing the effectiveness of pharmaceutical digital marketing strategies, a

SWOT (Strengths, Weaknesses, Opportunities and Threats) analysis can
provide insight into the internal and external factors that can affect the success of such
initiatives.

Strengths:

1. Data accessibility and analysis:

Digital marketing provides access to valuable data and analytics, enabling in-depth
analysis of campaign performance, user behavior and key metrics.

2. Global Reach:
Digital platforms enable pharmaceutical companies to reach a global audience, facilitating
international market penetration and brand exposure.

3. Patient Engagement:

Digital marketing enables direct communication with promotes education, awareness

and empowerment that improve patient outcomes.

4. Real-Time Communication:
Digital channels enable real-time communication, allowing pharmaceutical companies to
respond quickly to industry developments, regulatory changes and customer questions.

5. Cost-effective marketing:
Digital marketing can be more cost-effective than traditional marketing methods and
offers opportunities to optimize resources.
12
6. Target Marketing:
Digital strategies enable precise targeting of specific demographics and ensure that
marketing efforts are directed at the most relevant audience.

Weaknesses:

1. Regulatory Constraints:
The pharmaceutical industry is highly regulated and digital marketing initiatives
must adhere to complex compliance requirements that can limit creativity and flexibility.

2. Data Protection Issues:

The use of sensitive health data raises data privacy and security concerns that
require robust compliance measures.

3. Limited patient trust:

Building trust in the online environment, especially for health information, can
be difficult and hinder the effectiveness of digital marketing.

4. Dependence on Internet infrastructure:

The effectiveness of digital marketing depends on the availability and reliability
of Internet infrastructure, which can cause problems in some areas.

5. Gaps in skills and knowledge:

The rapid development of digital marketing requires a qualified workforce. Organizations
may have problems recruiting and retaining people with the necessary expertise.

13
Opportunities:

1. Growing Digital Adoption in Healthcare:

Growing digital adoption in healthcare is creating an enabling environment for
pharmaceutical companies to engage with stakeholders through various digital channels.

2. Innovative Technologies:
The adoption of new technologies such as artificial intelligence and virtual reality
can improve the effectiveness of digital marketing strategies.

3. Patient-Centric Focus:

The industry and the shift to patient access provide pharmaceutical companies with
opportunities to connect directly with patients and improve the overall
healthcare experience.

4. Changing consumer behavior:

Adapting to changing consumer behavior characterized by a preference for
online information offers opportunities for effective digital engagement.

5. Global collaboration:
Digital platforms enable global collaboration between pharmaceutical companies, health
professionals and researchers, promoting innovation and knowledge.

14
Threats:

1. Cyber Security Risks:

Handling sensitive health data exposes pharmaceutical companies to cyber security
risks, including data breaches and unauthorized access.

2. Regulatory Changes:
Rapid changes in regulatory frameworks can present challenges in maintaining
compliance, requiring constant monitoring and adaptation.

3. Competition and saturation:

Fierce competition in the pharmaceutical industry and saturation of digital
channels can make it difficult for companies to differentiate themselves and
capture public attention.

4. Negative Public Perception:

Misinformation, negative reviews or side effects shared online can affect the reputation
and digital marketing of pharmaceutical products.

5. Limited Internet access in certain areas:

In areas with limited Internet access, reaching the target group through digital channels
may be limited, affecting the overall effectiveness of digital marketing strategies.

15
 Chapter 2 – Conceptual Discussion ( Literature Review )

1.DIGITAL MARKETING IN PHARMACEUTICAL SECTOR ( JAN 2020 )

Authors: 1.GANESH BHARSKAR 2.SUHASS SIDDHESHWAR

“Digital ”has become an integral part of everyday life. All sectors have adapted to the digital
world faster. The pharmaceutical industry, with the exception of websites, has not been able to
fully embrace digital marketing. The pharmaceutical industry has many problems with
marketing. In this generation, more and more pharmaceutical companies are using social media
sites or e-commerce sites as a digital marketing tool. It allows customers to buy products
online. Many companies try to understand digital and physical value, while others combine it
with a broader marketing strategy. To increase brand awareness, pharmaceutical companies
partner with influencers to find new ways to market their products. For example, if a
pharmaceutical company approaches asthma patients, an influencer who is highly engaged in
any social media platform and has previous exposure to the same disease can be effectively
contacted to attract the interest of asthma patients. Agents may also be useful in medical
products or medical devices. However, not all companies can sell products online because they
manufacture prescription drugs that cannot be sold online. YouTube, daily motion, Instagram,
Twitter and Facebook were used to communicate with customers. Northeast-based
pharmaceutical companies Quantum Pharmaceuticals and The Specials Lab offer an online store
for specialty drugs that facilitates e-commerce and online marketing...

2. Digitalization in pharmaceutical industry: What to focus under the digital

implementation process? ( OCT 2021 )

Authors: Glenn Hole , Anastasia S.Hole, and Ian McFalone-Shaw

Digitization of any manufacturing industry is an important step to
advance any manufacturing process. The digitization process involves increasing the use of
robotics, automation solutions and computerization, which allows cost reduction, efficiency and
productivity, and flexibility for change. However, the pharmaceutical industry (PI) has resisted
digitization mainly due to the experience of trade exposure and the associated complexity of
development and production processes. However, the need for digitization of PI is clear, as the
demand for both traditional and new medicines is constantly increasing. Contract development
manufacturing organizations (CDMOs) have a particular digital challenge. Digitization of PI and
CDMO must be closely related to Good Manufacturing Practice (GMP) principles,
and the success of PI digitization requires a continuous focus on GMP. Close collaboration
with ever-changing stakeholders is another important factor that should be addressed when
digitizing a CDMO. This article provides an overview of key aspects of
CDMO digitization and addresses both the opportunities and challenges of the process, focusing
on practical solutions for sequential digital implementation..

16
3. Digital pharmaceutical marketing: A review ( MARCH 2021 )

Authors : Atul kumar , Amol Gawande , Sheetal Darekar

Digitization has become an important part of everyday life. All industries have adapted faster to
the digital age. However, digital marketing has not been fully embraced by the
pharmaceutical industry, except on the Internet. More and more pharmaceutical companies
are now using social media or e-commerce sites as a digital marketing channel. It allows
consumers to buy products online. Some organizations struggle to understand the true meaning
of emerging technology, while others integrate it into their broader marketing plan. However,
not all companies sell products online because they produce prescription drugs that cannot be
sold online. For example, through social networks, Pfizer is engaged and attentive to its
customers. YouTube, Facebook and Twitter were used for consumer communication. Johnson
and Johnson were the first YouTube channel founders. At Quantum Pharmaceuticals and The
Specials Lab, pharmaceutical companies in the Northeast region offer e-commerce and
digital marketing for specialty drugs..

4. E marketing strategy in health care using IoT and Machine Learning ( DECEMBER 2021 )

Authors : Tamal mondal , Sujay jayadeva , Rojalin pani , Muthukumar Subramanian

The Internet of Things (IoT) and Machine Learning (ML) have wide applications
in several fields, one of which is the healthcare system. The rapid growth and development of
the web has led to the demise of traditional patient care methods
and their replacement by electronic health systems. Internet of Things (IoT)
technologies provide healthcare professionals and patients with the latest
possible medical device ecosystem. Connected things with the Internet of Things (IoT) and
machine learning are useful in many different categories, from remote monitoring
of today's environment to mechanical automation. The importance of digital marketing in
healthcare cannot be overstated. Doctors and medical professionals now have the opportunity to
promote their services through digital marketing to people around the world, not just in their
immediate area. With digital marketing, healthcare professionals can demonstrate
their expertise to potential patients, expand their professional field and improve the image of the
healthcare industry. In addition, medical applications have shown a strong desire for Internet
of Things (IoT) things because they are cheaper, easier to understand and increase the personal
happiness of patients. The development of a network of portable and implanted health facilities
encountered a number of difficulties, which are described in this study. This article provides a
detailed overview of IoT and machine learning with a focus on healthcare, followed by a list
of healthcare applications involving machine learning (ML) and the Internet of
Things (IoT). provided, as well as any problems and difficulties that may arise from the use
of this application or phone in the health system and their important application..

17
5. The Role of Social Media in Healthcare Marketing ( JAN 2024 )

Authors : Nugzar Todua , Charita Jashi , Nia Todua

The chapter discusses the characteristics of using social media in the health sector. It is
emphasized that the role of social media in the age of digital technologies is growing, especially
in the market of medical services, which increases the participation of consumers in the field
of health care. Digital technology is gradually being adopted in the healthcare industry in
Georgia, and more and more medical organizations are using social media marketing to
communicate with patients. Despite this, the use of social media in health organizations is
insufficient. One reason for this is the lack of research in this area. With this in mind, this
chapter presents a study that examines the impact of social media marketing efforts on
consumer health care behavior. Social media marketing activity, consumer engagement,
consumer trust and behavioral intention are selected as the main variables of the study. A
conceptual model was developed from the research and significant hypotheses were established.

6. Boosting Health Campaign Reach and Engagement Through Use of Social Media Influencers
and Memes ( APRIL 2020 )

Authors : Ganna Kostygina , Steven binns , Tran hy , Glen Szczypka

Public health organizations are increasingly using social media as a distribution channel for
health campaigns because these platforms can provide access to "hidden" or at-
risk populations, such as people of color and youth. However, few studies
systematically evaluate the impact of such campaigns in a competitive communication
environment characterized by a flood of sophisticated tobacco marketing. The aim of this study
is to determine how the content and source characteristics of Twitter messages about ®
campaigns affect their popularity, support and reach. Keywords were used to collect six
campaign-related tweets sent by the Twitter Firehose between August 2014 and June 2016. The
data was analyzed using supervised and unsupervised machine learning,
keyword algorithms and human coding. Tweets were categorized by source type (direct
or Truth ® -owned social influencer; non-influencers). Tweet content was coded and categorized
by valence and campaign references (branded vs. generic or organic
content). Message coverage was calculated by source type and message type. Keyword filters
captured 308,216 tweets from 225,912 Twitter users. Results showed that campaigns
that used social influencers as a message source generated more campaign-branded
and shareable content (such as campaign hashtags) and more tweets per day and reach per
day. Influencers posted fewer organic posts and more branded/shareable content, generating
greater reach compared to non-influencers. Opposing posts have decreased over time. Using
social media cultural elements such as popular content creators (influencers) and
messages (memes) is a promising strategy to increase interest and engagement in a health
campaign..

18
7. Digital Marketing in the Development of Pharmaceutical Companies: The Current Aspects
and Perspectives ( NOV 2022 )

Authors : Valentyna M. protsenko , Anastasiia V. Protsenko

Digital marketing for the pharmaceutical industry has been found to help reach an expanded
global customer base and offers several opportunities to promote and promote the
sustainability of a pharmaceutical company. It has been found that e-mail, electronic data
privacy, augmented and virtual reality are the practical working tools of
digital marketing, the use of which lowers the costs of pharmaceutical companies. It has been
found that due to modern conditions, pharmaceutical
companies are intensively using social networking platforms for drug promotion
and branding. Digital marketing tactics such as content marketing, search engine
optimization, email marketing, social media, etc. effective tools for drug promotion were
found. It has been found that digital marketing produces valuable information that has a
significant impact on the pharmaceutical industry, so pharmaceutical
companies increase consumer satisfaction through mobile applications and networks, which
allows the pharmaceutical company to increase sales and profits. It has been found that
pharmaceutical companies are increasingly using social media to target customers, increase
public awareness of their drugs and services, and seek more
effective ways to connect with their target audience. It has been observed that for
pharmaceutical companies, an e-commerce platform is the foundation of a digital presence,
and improving the customer-facing infrastructure with well-integrated
systems helps ensure the right kind of customer interaction. It has been determined that the
benefits of social media and online marketing are particularly important for pharmaceutical
companies, as they are crucial for more effective digital marketing.

8.EFFECT OF DIGITAL MARKETING ON PHARMACEUTICAL BUSINESS AND ITS

IMPACT ON SOCIAL WELLBEING-A CONCEPTUAL REVIEW ( JUN 2023 )

Authors : Avinash Dhavan

The pharmaceutical industry is preparing to increase its use of digital platforms

to become more aware of the effectiveness of communication, but the pharmaceutical industry
has suffered from social anxiety. Many advertising or promotional regulations
limit the pharmaceutical industry from operating at its full potential in digital marketing. The
study compares the impact of digital marketing on the pharmaceutical business and its impact on
social welfare. The study includes both positive and negative social impacts of digital marketing
in the pharmaceutical industry. The aim of the research is to quantify centrality as a link between
digital marketing in the pharmaceutical industry and social issues. Surprisingly, the study finds
that the effects of digital marketing in the pharmaceutical industry are not always
directly proportional to its widespread promotion; Acceptance of digital marketing in the
pharmaceutical industry in society is different from traditional, but it cannot
be marginalization. This creates an opportunity to examine the contribution of digital marketing
to social welfare in the context of minimizing healthcare costs. This article provides an
overview of the extreme approach of digital marketing as a knowledge and information
platform, social media drug marketing, Salesforce assistance and mobile marketing..

19
9. STUDY ON DIGITAL MARKETING STRATEGIES AT THE PHARMACEUTICAL
SECTOR ( JUN 2021 )

Authors : Hasan Almsalla , Umesh Chandra

The purpose of this article is to explore the great impact of digital marketing on the
pharmaceutical industry and how people would deal with such developments. The
industry operates under strict regulations, so it is imperative that your pharmaceutical
marketing strategy and advertising campaigns comply with industry rules
and regulations. New technologies are already helping businesses reach more customers,
and many businesses around the world are taking advantage of social media and capitalizing
on its viral spread around the world. However, digital marketing in the pharmaceutical
industry offers ample opportunities for all companies to promote brands and products to the
right audience, from doctors to patients. Digital marketing is an evolution in the pharmaceutical
industry as drug companies use technology-based apps to help patients learn more about
their illnesses and monitor their health. It can also help give doctors an idea of the
patient's health and the potential side effects of any product. For
years, the pharmaceutical industry has been trying to keep up with the fast pace of
technology. However, it is still unclear to the pharmaceutical industry how new digital
technologies will affect the development and marketing of drugs..

10. Leveraging Social Media in the Pharmaceutical Industry ( JAN 2014 )

Authors : Venkatesh Shankar , Krista J.Li

Social media and social networks are all the rage these days. The healthcare industry
in general, and the pharmaceutical industry in particular, is shaped by electronic communication
through social media. Thanks to this, marketing practices are
also developing rapidly. Pharmaceutical marketers need to better understand how social
media works and how it affects marketing strategy. This chapter examines the growing word
of mouth literature, particularly on social media, and how social media and social networks are
redefining marketing strategy in this context. It provides a framework for analyzing
the impact of social media on patients, clinicians, and marketers. It provides
practical implications for pharmaceutical companies, provides pointers for the successful
development and implementation of an integrated social media marketing strategy, and
highlights fruitful avenues for future research..

20
 Chapter 3 - Objectives, Scope and Rationale of the Study

Objectives :

• Assess the overall effectiveness:

Assess the overall effectiveness of digital marketing strategies in the distribution
of pharmaceutical products.

• Research reach and engagement:

Analyze the reach and level of engagement achieved through various digital
marketing channels.

• Explore Consumer Perception:

Understand how digital marketing strategies influence
consumer perceptions and awareness of pharmaceutical products.

• Identify key digital marketing channels:

Identify the most effective digital marketing channels for pharmaceutical
products, such as social media, search engine marketing or content marketing.

• Explore digital marketing trends:

Identify and explore emerging trends in pharmaceutical digital marketing and
their potential impact.

• Estimated Return on Investment (ROI):

Calculate and estimate the ROI of various pharmaceutical digital
marketing initiatives.

• Identify opportunities for development:

Identify opportunities to improve digital marketing strategies in the distribution
of pharmaceutical products..

21
Scope :

• Digital Marketing Channels:

Evaluates the effectiveness of various digital marketing channels such as social media,
search engine marketing, email campaigns, content marketing and
mobile applications in marketing pharmaceutical products.

• Pharmaceutical Product Categories:

Evaluate the impact of digital marketing on various drug categories, including
prescription drugs, over-the-counter drugs, and health supplements.

• Consumer segmentation:
Analyze the effectiveness of digital marketing strategies across different
consumer segments, taking into account factors such as age, gender, health and
digital literacy.

• Healthcare Professional Engagement:

Explore how digital marketing strategies engage and influence healthcare professionals,
including physicians, pharmacists and other practitioners.

• Return on Investment (ROI):

Calculate and estimate the ROI of various digital marketing initiatives. Understand the
financial impact of digital strategies on pharmaceutical sales and brand equity.

• Influencer Collaboration:
Discover the power of collaborating with health influencers, patient advocates and
professionals to strengthen digital marketing messages and build credibility.

• Comparative Analysis:
Do a comparative analysis of the digital marketing strategies used by different
pharmaceutical companies. Identify best practices and areas for development.

• Opportunities for Improvement:

Identify opportunities for pharmaceutical companies to improve their digital
marketing strategy based on industry trends, consumer preferences and
technological developments.

• Industry Insights:
Explore insights from other industries that have successfully implemented digital
marketing strategies and assess their applicability to the pharmaceutical industry.

22
Rationale of the Study :

• Transition to the digital landscape:

The pharmaceutical industry is undergoing a significant shift to digital
communication and marketing. As more consumers and healthcare
professionals seek information from online platforms, understanding the
effectiveness of digital strategies becomes critical.

• The Growing Importance of Online Presence:

In an era where online presence is key to brand visibility and consumer
engagement, pharmaceutical companies must adapt their marketing strategies
to effectively navigate the digital landscape.

• Changing Consumer Behavior:

Consumer behavior in healthcare is changing as people search
for information, make decisions and manage their health
online. It is important for pharmaceutical companies to study how digital
marketing affects these behaviors so that they can adapt their strategies to
meet the changing needs of consumers.

• Global Reach and Market Expansion:

Digital marketing offers an opportunity for global reach and market
expansion. Evaluating the effectiveness of digital strategies to reach different
target groups in different regions is very important for pharmaceutical
companies.

23
• Patient Education and Empowerment:
Digital platforms provide opportunities for effective patient education and
empowerment. Analyzing how digital marketing strategies promote patient
understanding of medications and treatment options supports the broader goal
of making informed health care decisions.

• Advances in Technology:
Rapid advances in technology such as artificial intelligence and personalized
marketing tools are changing the digital marketing landscape. Assessing
pharmaceutical companies' use of these technologies is important to stay
abreast of industry trends.

• Competitive Landscape:
Understanding the digital strategies used by your competitors is crucial in a
competitive market. Analyzing digital marketing effectiveness allows
pharmaceutical companies to benchmark their efforts against industry standards
and innovate accordingly.

• Return on Investment (ROI):

Estimating the ROI of digital marketing initiatives is critical to proving the
financial impact of these strategies. This information is valuable for
pharmaceutical manufacturers who want to efficiently allocate resources and
maximize their marketing budget.

24
 Chapter 4 – Research Methodology

4.1 Problem Formulation

how effective are digital marketing strategies in marketing pharmaceutical products? The
study aims to assess the overall impact and effectiveness of digital marketing initiatives in
the distribution process, taking into account factors such as reach, consumer engagement,
regulatory compliance and impact on distribution channels. This research problem
addresses the need to gain a holistic understanding of the role of digital marketing in
optimizing the distribution of pharmaceutical products in a rapidly evolving
digital environment.

4.2 Research Design : descriptive research

4.3 Sample Size and Sampling techniques :

Sample size: 180+ Responses

Sampling techniques : Convenience sampling:

Conveniently select pharmaceutical
industry participants who are readily available and willing to participate in the study. This
approach is useful for a quick overview, especially if access to a specific group
of specialists is readily available.

4.4 Data collection Methods:

4.4.1 Primary Data collection : questionnaire

4.4.2 Secondary Data collection : Articles , blogs , research papers

25
 Chapter 5 – Data Analysis and Interpretation

1.

The chart shows the results of a poll asking 181 people if they are aware of digital marketing
campaigns for pharmaceutical products. 81.3% of the respondents said yes, while 18.7% said no.
This suggests that there is a relatively high level of awareness of digital marketing campaigns for
pharmaceutical products among the general public. This could be due to a number of factors,
such as the fact that these campaigns are often targeted to specific patient groups or healthcare
professionals, or that they are always very visible to the general public.
It is possible that awareness of digital marketing campaigns for pharmaceutical products is
higher among certain groups, such as people who are living with chronic conditions or who are
taking multiple medications.
Overall, the chart suggests that It would be interesting to know more about how these campaigns
are being used, what their goals are, and what their impact is on patients and healthcare
professionals.

26
2.

The chart shows the results of a poll asking 179 people how often they interact with digital
marketing content related to pharmaceutical products.

14.4% of respondents said they interact with this content daily.

16.7% said they interact weekly.
25% said they interact monthly.
33.9% said they rarely interact with this content.
10% said they never interact with this content.
It is important to note that the poll did not specify what type of digital marketing content is being
referred to. This could include things like social media posts, online ads, or articles on health
websites.

The results of the poll suggest that a significant portion of the population interacts with digital
marketing content related to pharmaceutical products on a regular basis. This is likely due to the
fact that pharmaceutical companies are increasingly using digital channels to reach consumers.

However, it is also worth noting that a significant portion of the population (10%) said they
never interact with this type of content. This suggests that there is still a need for traditional
marketing methods to reach some consumers.

Overall, the chart provides some interesting insights into the ways in which people interact with
digital marketing content related to pharmaceutical products. However, it is important to keep in
mind that the poll was relatively small and may not be representative of the general population.

27
3.

Pie chart shows the results of a poll asking 181 people on a scale of 1 to 5, how effective they
find digital marketing in raising awareness about pharmaceutical products.

10.4% of respondents said 1, which means they find digital marketing to be not at all effective in
raising awareness about pharmaceutical products.
15.9% of respondents said 2, which means they find digital marketing to be slightly ineffective
in raising awareness about pharmaceutical products.
34.1% of respondents said 3, which means they find digital marketing to be neutral in raising
awareness about pharmaceutical products.
23.1% of respondents said 4, which means they find digital marketing to be somewhat effective
in raising awareness about pharmaceutical products.
16.5% of respondents said 5, which means they find digital marketing to be very effective in
raising awareness about pharmaceutical products.
Overall, the chart shows that there is a mixed opinion on how effective digital marketing is in
raising awareness about pharmaceutical products. A plurality of respondents (34.1%) said that it
is neutral, while 10.4%% said it is not at all effective and 15.9% said it is slightly ineffective. On
the other hand, 16.5%% of respondents said that it is somewhat or very effective.

28
4.

It shows the results of a survey asking 180 respondents which digital marketing channels they
find most effective in delivering information about pharmaceutical products.

Here's a breakdown of the results:

Social media: 75.7% of respondents found social media to be the most effective channel. This
suggests that people are likely to see and engage with information about pharmaceutical products
on platforms like Facebook, Twitter, and Instagram.
Email marketing: 16.6% of respondents found email marketing to be effective. This indicates
that email can be a valuable tool for reaching targeted audiences with tailored information about
pharmaceutical products.
Search engine marketing (SEM): 23.2% of respondents found SEM to be effective. This suggests
that people are likely to search for information about pharmaceutical products online, and that
pharmaceutical companies can use SEM to ensure their websites appear at the top of search
results.
Content marketing: 19.9% of respondents found content marketing to be effective. This suggests
that people are interested in reading informative and engaging content about pharmaceutical
products, such as blog posts, articles, and infographics.
Others: 8.8% of respondents selected "Others," indicating that there are other channels that
people find effective for delivering information about pharmaceutical products. These could
include online forums, patient communities, and healthcare professional websites.
Overall, the chart suggests that social media is the most popular channel for delivering
information about pharmaceutical products, followed by email marketing, SEM, and content
marketing. However, it is important to note that a significant portion of respondents also found
other channels to be effective. This suggests that pharmaceutical companies should use a variety
of digital marketing channels to reach their target audiences.

29
5

The chart is a pie chart and the title is “Have you ever made a healthcare-related decision based
on information obtained from digital marketing content?”. According to the chart, 38.7% of the
180 respondents said yes, 29.8% said no, and 31.5% said maybe.

This suggests that a significant number of people, about a third, have made healthcare-related
decisions based on information from digital marketing content. This could be due to a number of
factors, such as the increasing prevalence of digital marketing in the healthcare industry, the
growing popularity of online health information resources, or the belief that digital marketing
content can be a reliable source of information about healthcare topics.

It is also worth noting that a plurality of respondents (29.8%) said that they have not made a
healthcare-related decision based on information from digital marketing content. This suggests
that there is still a significant portion of the population that is sceptical of or does not trust digital
marketing content as a source of healthcare information.

The 31.5% of respondents who said maybe suggests that they are undecided about whether or not
they have made a healthcare-related decision based on information from digital marketing
content. This could be due to a number of factors, such as difficulty recalling specific instances
where they made such decisions, or a belief that the information they obtained from digital
marketing content may have only played a minor role in their decision-making process.

Overall, the chart suggests that digital marketing content is playing an increasingly important
role in healthcare decision-making, but that there is still a significant portion of the population
that is sceptical of or does not trust this type of content.

30
6.

A pie chart titled "Influence of Digital Marketing on Decision Making Regarding Pharmaceutical
Products?". This chart displays the survey results from 180 respondents. There are four bars on
the chart, labelled:

Very Influential: 9.9%

Moderately Influential: 17.7%
Neutral : 40.3%
Slightly Influential: 19.9%
Not at all Influential: 12.2%
The chart presents data on how influential respondents consider digital marketing to be when
making decisions about pharmaceutical products.

This suggests that while digital marketing has a neutral level of influence on pharmaceutical
product decision-making for most people, its influence is not pervasive. There is still a portion of
the population who are not swayed by digital marketing when it comes to these types of
decisions.

31
7.

The chart shows the results of a poll asking 179 people how concerned they are about the privacy
of their health information when engaging with pharmaceutical digital marketing.

11.7% of respondents said they are very concerned about their privacy.
18.3% of respondents said they are concerned.
47.2%% of respondents said they are neutral.
12.8% of respondents said they are somewhat concerned.
10% of respondents said they are not concerned at all.

Overall, the chart shows that a majority of people are neutral about the privacy of their health
information when engaging with pharmaceutical digital marketing. This suggests that people are
aware of the potential risks of sharing their health information online, and they are concerned
that pharmaceutical companies may not be adequately protecting their privacy.

32
8.

It shows the results of a survey asking 180 respondents to what extent they trust the information
provided in digital marketing campaigns for pharmaceutical products. Here’s a breakdown of the
results:

Completely Trust: ( 15.5%)

Mostly Trust: (23.2%)
Neutral: (45.9%)
Rarely Trust: (12.2%)
Do Not Trust at All: (3.2%)

The chart suggests that there is a mixed level of trust in the information provided in digital
marketing campaigns for pharmaceutical products. (15.5%) of respondents completely trust this
information, while a similar proportion (3.2%) do not trust it at all. The remaining respondents
fall somewhere in between, with 23.2% mostly trusting, 45.9% neutral, and 12.2% rarely trusting
this information.

33
 Chapter 6 – Findings and Recommendations

Findings :

• Increased Online Presence:

Digital marketing has allowed pharmaceutical companies to establish a stronger online
presence. This includes having dedicated websites, social media profiles, and
participating in online forums and communities.

• Educational Content:
Pharmaceutical companies leverage digital platforms to provide educational content
about their products and health conditions. This will help raise awareness and educate
both health professionals and consumers.

• Social Media Engagement:

Social media platforms are valuable tools for audience engagement. Pharmaceutical
companies use platforms such as Twitter, Facebook and LinkedIn to share innovations,
research results and communicate with healthcare professionals, patients and the general
public.

• Search Engine Optimization (SEO):

Properly optimized websites can rank higher in search engine results, making it easier for
healthcare professionals and consumers to find relevant information about
pharmaceutical products.

• Email Marketing:
Email campaigns are used for targeted communication. These campaigns may include
newsletters, product updates and information about events or conferences.

• Compliance Challenges:
The pharmaceutical industry is highly regulated and digital marketing strategies must
adhere to various legal and ethical guidelines. This includes advertising prescription
drugs and ensuring that content is accurate and unbiased.

• Data analysis:
Digital marketing enables the collection of data on user engagement and behavior.
Pharmaceutical companies can use analytics tools to measure the effectiveness of
campaigns, understand user preferences and refine strategies accordingly.

• Challenges in Direct-to-Consumer (DTC) Advertising:

Direct-to-consumer advertising through digital channels presents challenges due to the
sensitivity of health data. Striking the right balance between communicating information
and adhering to regulatory constraints is critical.
34
• Mobile Health (mHealth) Integration:
Integration of mobile applications and other mHealth solutions has become more
common. These tools can improve patient engagement, support adherence, and provide
valuable health information.

• Influencer Marketing:
Partnering with healthcare professionals or medical influencers can be an effective
strategy to reach a wider audience and build trust with the community..

Recommendations:

• Define clear goals:

Clearly describe the goals of your digital marketing campaigns. Whether it's increasing
brand awareness, reaching healthcare professionals or communicating with patients, well-
defined goals help measure effectiveness.

• Use Key Performance Indicators (KPIs):

Identify and track relevant KPIs to measure digital marketing success. For example,
website traffic, click-through rates, conversion rates, social media engagement and
impact on sales or prescription volume.

• Implement Robust Analytics:

Use analytics tools to gather and analyze data from various digital channels. Google
Analytics, social media analytics platforms, and other data analysis tools can provide
insights into user behavior, demographics, and the performance of specific campaigns.

• Monitor Online Reputation:

Keep a close eye on online reviews, discussions, and mentions related to your
pharmaceutical products. Monitoring online reputation is crucial for understanding public
sentiment and addressing any issues promptly.

• Compliance Audits:
Regularly audit your digital content to ensure compliance with industry regulations and
guidelines. This is particularly important in the pharmaceutical industry, where adherence
to legal and ethical standards is paramount.

• Segment your audience:

Understand your target audience and group them based on factors such as demographics,
behavior and preferences. Adapt your digital marketing strategy to effectively respond to
different segments.

35
• A/B testing:
Apply A/B testing to different elements of your digital campaigns, including ads, landing
pages and email content. This allows you to identify what resonates best with your
audience and refine your strategies accordingly.

• Customer Journey Mapping:

Map the customer journey to understand how users interact with digital channels from
awareness to conversion. Identify touch points and optimize the user experience at each
stage.

• Competitor Benchmarking:
Perform benchmarking to compare your digital marketing with pharmaceutical industry
competitors. This can provide valuable information on industry trends and areas of
development.

• Feedback loops:
Create feedback loops with healthcare professionals, patients and other stakeholders.
Collect feedback through surveys, social media, and other channels to understand their
experiences and perceptions.

• Stay Informed About Industry Changes:

Given the dynamic nature of both digital marketing and the pharmaceutical industry, stay
informed about changes in regulations, technology, and consumer behavior. Adapt your
strategies accordingly to stay ahead of the curve.

• Invest in Continuous Learning:

Encourage a culture of continuous learning within your digital marketing team. Attend
industry conferences, webinars, and training sessions to stay updated on the latest trends
and best practices..

36
 Chapter 7 – Future scope of this work

Advanced Digital Technologies:

Explore the integration and impact of advanced digital technologies such as
artificial intelligence, machine learning and augmented reality on digital
marketing strategies for the pharmaceutical industry. Evaluate how these
technologies improve personalization, engagement and overall efficiency.

Data protection and security:

Learn about the development of data protection and data security issues related
to digital marketing in the pharmaceutical industry. Explore how regulatory
changes and consumer attitudes about data protection affect the execution and
success of digital strategies.
Global Market Dynamics:
Extend the analysis of the effectiveness of digital marketing strategies in different
global markets. Consider cultural, regulatory and
economic differences to adapt strategies to different regions and markets.

Long-Term Impact Studies:

Conduct longitudinal studies to assess the long-term impact of digital marketing
strategies on drug distribution, brand perception and market share. This would give an
indication of continued effectiveness over time.

Cross-industry Benchmarking:
Explore the potential of cross-industry benchmarking to understand how successful
digital marketing strategies in other industries can be adapted and applied to the
pharmaceutical industry.

Patient Empowerment and Health Outcomes:

Expand research focus to evaluate how patient-centered digital marketing
strategies impact patient empowerment and health outcomes. Measure the impact
on patient compliance, treatment satisfaction and overall well-being.

Regulatory Compliance Developments:

Stay abreast of changes in regulatory frameworks related to digital marketing in
the pharmaceutical industry. Explore how companies are adapting their strategies
to meet changing regulations and understand the impact of
regulatory changes on digital marketing effectiveness.

Emerging Social Media Platforms:

Explore the effectiveness of using emerging social media platforms and
communication channels in digital marketing for

37
the pharmaceutical industry. Assess the role of platforms such
as TikTok, Clubhouse or other emerging channels to attract diverse audiences.

Innovative Content Formats:

Explore innovative content formats such as virtual reality experiences,
interactive webinars or gaming and evaluate their effectiveness in delivering
medical information and increasing user engagement.

Integrating Real-World Evidence:

Explore how real-world evidence, including patient outcomes and healthcare utilization
data, can be integrated into digital marketing strategies. Assess the impact of evidence-
based communication on consumer trust and engagement.

Financial Impact and ROI Studies:

Conduct comprehensive financial impact assessments and return on investment (ROI)
studies to provide pharmaceutical companies with quantitative evidence of financial
benefits associated with digital marketing initiatives.

Collaboration with Healthcare Professionals:

Explore the dynamics of digital marketing collaboration between pharmaceutical
companies and healthcare professionals. Learn about the role of influencers,
medical professionals and patient advocates in marketing medical products.

Continuous Monitoring and Optimization:

Develop a framework for continuous monitoring and optimization of digital marketing
strategies. Apply real-time analytics and adaptive strategies to respond
to changing market dynamics and consumer preferences.

Omnichannel Integration:
Explore the integration of multiple digital marketing channels into unified
omnichannel campaigns. Assess the synergies and challenges of coordinating cross-
platform efforts for maximum impact.

Ethical AI and Personalization:

Explore the ethical implications of using AI for personalization in digital marketing for
the pharmaceutical industry. Explore how companies can balance personalization
with ethical considerations and ensure responsible use of consumer data..

38
 Chapter 8 – Conclusion

In summary, this thesis provides a comprehensive analysis of the effectiveness

of digital marketing strategies for pharmaceutical products. The study highlights
the significant impact of digital strategies on brand visibility,
consumer engagement and distribution optimization. Patient-
centered approaches are central to improving engagement and adherence, while
the complex regulatory environment requires a delicate balance between effective
marketing and compliance. The results not only provide valuable
insights into existing knowledge, but also provide practical implications for
industry players. As the pharmaceutical industry evolves, the insights gained from
this study can guide future research, allowing professionals to navigate the
dynamic landscape of digital marketing with informed and effective strategies..

39
 Chapter 9 – Bibliography

• https://www.researchgate.net/publication/339792976_DIGITAL_MARKETING_IN_PH
ARMACEUTICAL_SECTOR
• https://www.ncbi.nlm.nih.gov/pmc/articles/PMC8528719/
• https://www.researchgate.net/publication/361084639_Digital_pharmaceutical_marketing
_A_review
• https://www.researchgate.net/publication/356935204_E_marketing_strategy_in_health_c
are_using_IoT_and_Machine_Learning
• https://www.researchgate.net/publication/376581676_The_Role_of_Social_Media_in_He
althcare_Marketing
• https://www.researchgate.net/publication/341211173_Boosting_Health_Campaign_Reac
h_and_Engagement_Through_Use_of_Social_Media_Influencers_and_Memes
• https://www.researchgate.net/publication/367198585_Digital_Marketing_in_the_Develo
pment_of_Pharmaceutical_Companies_The_Current_Aspects_and_Perspectives
• https://www.researchgate.net/publication/371377548_EFFECT_OF_DIGITAL_MARKE
TING_ON_PHARMACEUTICAL_BUSINESS_AND_ITS_IMPACT_ON_SOCIAL_W
ELLBEING-A_CONCEPTUAL_REVIEW
• https://www.researchgate.net/publication/352508933_STUDY_ON_DIGITAL_MARKE
TING_STRATEGIES_AT_THE_PHARMACEUTICAL_SECTOR
• https://www.researchgate.net/publication/284994834_Leveraging_Social_Media_in_the_
Pharmaceutical_Industry

40
 Chapter 10 – Questionnaire
1.name:

2.Gender:
• Male
• Female
3. Are you aware of digital marketing campaigns for pharmaceutical products?

• yes
• no

4.How often do you interact with digital marketing content related to pharmaceutical
products?

• daily
• weekly
• monthly
• rarely
• never

5. On a scale of 1 to 5, how effective do you find digital marketing in raising awareness

about pharmaceutical products?

• 1
• 2
• 3
• 4
• 5

6.Which digital marketing channels do you find most effective in delivering information
about pharmaceutical products?

• Social Media
• Email Marketing
• Search Engine Marketing
41
 • Content Marketing
• Others
7. Have you ever made a healthcare-related decision based on information obtained
from digital marketing content?

• Yes
• No
• Maybe

8.On a scale of 1 to 5, how much does digital marketing influence your decision-making
regarding pharmaceutical products?

• 1
• 2
• 3
• 4
• 5

9. How concerned are you about the privacy of your health information when engaging
with pharmaceutical digital marketing?

• Not Concerned at All

• Somewhat Concerned
• Neutral
• Concerned
• Very Concerned

10.To what extent do you trust the information provided in digital marketing campaigns
for pharmaceutical products?

• Completely Trust
• Mostly Trust
• Neutral
• Rarely Trust
• Do Not Trust at All

42
THANK YOU…

43