A STUDY ON DIGITAL MARKETING IN THE PHARMACEUTICAL INDUSTRY

Special Issue - Innovative Commerce: Bridging Business and Computer Applications (ICBBCA-2026) |PG Department of Commerce with Computer Applications, Mannar Thirumalai Naicker College, Madurai – March 2026| International Journal of Computer Science (IJCS) Published by SK Research Group of Companies (SKRGC)

Abstract

The pharmaceutical industry is undergoing a significant transformation due to the rapid adoption of digital marketing practices. Traditional marketing methods such as medical representatives and print promotions are increasingly being complemented by digital channels including websites, social media, email marketing, search engine marketing, and mobile applications. This study examines the role and effectiveness of digital marketing in the pharmaceutical industry, with special reference to brand awareness, customer engagement, and prescription influence. Primary data were collected from 70 respondents using a structured questionnaire. The findings reveal that digital marketing enhances information accessibility, improves doctor–patient engagement, and supports brand visibility. The study concludes that digital marketing has become an essential strategic tool for pharmaceutical companies to remain competitive in the modern healthcare environment.

References

1. https://scholar.google.com
2. https://www.researchgate.net
3. https://www.statista.com
4. https://www.pharmaceuticalcommerce.com
5. https://www.fda.gov
6. https://www.flipkart.com

Keywords

Digital marketing, Pharmaceutical industry, E-detailing, Healthcare marketing, Brand awareness.