Abstract
A major trend in the pharmaceutical industry nowadays is digitalization. Digital technology influences external and internal aspects of the pharma business operation. Due to the COVID-19 pandemic, pharmaceutical companies have been compelled to transfer their focus to digital marketing and more personalized customer targeting. As the objective of omnichannel marketing is to provide a consistent, integrated, and personalized experience for the customer regardless of the channel or device used. We aim to add to the discussion on understanding omnichannel in the pharmaceutical market congruously. Our goals are to understand the following- Factors that drive the adoption of omnichannel marketing in the pharmaceutical industry To identify the challenges and barriers involved in the adoption of omnichannel marketing in the pharmaceutical industry. In the first phase of the study, we identified the drivers and challenges through semi-structured telephonic interviews with pharma professionals. In the second phase, qualitative research was conducted in addition implications as well as the prospective research propositions were discussed.
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