COVID-19 PANDEMIC AND DIGITALIZATION OF HEALTHCARE AMONG YOUTH: A MARKETING PERSPECTIVE

Abstract

The term "digital" has been ingrained in our culture. At a quicker rate than the rest of the world, every industry has adapted to the digital era. Apart from the website, the pharmaceutical sector has yet to fully embrace digital marketing. More pharmaceutical and healthcare firms are using social media sites or eCommerce sites as digital marketing platforms in the wake of the Corona Virus pandemic. Some businesses are attempting to comprehend the actual worth of digital, while others are incorporating it into their whole marketing plan. In the pharmaceutical and healthcare industries, digital marketing is displacing traditional marketing techniques. This research looked at a variety of topics, including marketing among youth, the present role of digital marketing in the pharmaceutical business, the influence of COVID-19, and current consumer buying behavior. The main goal is to learn about the past, comprehend the current shift, and forecast the consequences of pharmaceutical marketing in the future. This is accomplished by doing a thorough literature review and then presenting a questionnaire based on the findings for validation among the general public. KEY WORDS: Marketing, Health Services, Pharmaceuticals, COVID-19, Pandemic, Youth