Evaluating the Efficacy of a Traditional Approach to Marketing in the South African Pharmaceutical Industry during the Covid19 Pandemic

Abstract

Purpose: The purpose of this study was to evaluate the efficacy of a traditional approach to marketing in the South African Pharmaceutical industry during the Covid-19 pandemic.
 Design/Method/Approach: The study adopted a qualitative and exploratory research design with an interpretivist epistemological paradigm. Interviews were conducted using the Zoom virtual platform to adhere to social distancing restrictions. The interviews were recorded, transcribed, and analysed using QDA Miner Lite software. The purposive sample consisted of eight participants employed within the pharmaceutical and medical device industry.
 Findings: The study found that the Covid-19 pandemic prompted pharmaceutical and medical device companies to modify their traditional marketing strategies. The restricted access of pharmaceutical sales and marketing representatives to healthcare facilities led to a shift towards digital marketing.
 Theoretical Implications: The study contributes to the development of knowledge regarding the effectiveness of traditional marketing strategies in the pharmaceutical industry during times of disruption. It highlights the need for pharmaceutical companies to adapt their strategies and incorporate digital platforms into their marketing efforts.
 Practical Implications: Practitioners in the pharmaceutical and medical device industry can learn from the study's findings by recognizing the importance of diversifying marketing strategies and embracing digital platforms. Adapting quickly to disruptive events such as the Covid-19 pandemic is crucial to maintaining market effectiveness.
 Originality/Value: This study offers new insights into the efficacy of traditional marketing strategies in the South African pharmaceutical industry during a global pandemic. It emphasizes the value of incorporating digital platforms and diversifying marketing approaches to enhance industry resilience.
 Research Limitations/Future Research: The findings of this study are specific to the South African pharmaceutical industry during the Covid-19 pandemic. Future research could explore the effectiveness of traditional marketing strategies in different geographical contexts and examine the long-term impact of incorporating digital platforms into marketing strategies.
 Paper Type: Empirical
 JEL Classification: : I11, M31, L89