Abstract
Digital marketing is now becoming an integral part of marketing strategies for most companies in all sectors of the modern economy, including manufacturing and retail pharmaceutical organizations. The issues of promoting pharmaceutical products and services through the electronic environment are considered. Four methods of digital marketing that are affordable and cost effective for most pharmaceutical organizations have been identified. The relevance of direct contact with consumers through mobile applications and convenient multi-platform sites adapted to online sales, booking and delivery of pharmaceutical goods, pharmaceutical consumer consulting is shown. The results of opinion polls show average and high levels of consumer readiness to communicate with pharmacy organizations through digital technologies. The main limiting factor in the development of digital marketing methods in the pharmaceutical sector in the form of vague regulations is noted. The possibility of transition to full-fledged personalization of pharmaceutical care based on modern technologies has been determined.
Published Version
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