DIGITAL MARKETING: A PARADIGM SHIFT IN PHARMACEUTICAL MARKETING

Balekari Umamahesh and Nallaguntla Lavanya

ABSTRACT

Over the past decade, pharmaceutical companies have successfully capitalized the global digital expansion as a platform for the pharmaceutical marketing. Digital marketing has proved ti be economical, wider acceptability, increased accessibility to physicians and with the advantages of representative detailing. Information accessibility at the convenience of physician generated wider usage in physicians. Digital marketing improves the patient experience, access to trusted information about drugs. Future advancements in digital marketing technologies further provide opportunities for manufacturers, physicians and patients to enhance the harmony in medical marketing.

Keywords: Pharmaceuticals, digital marketing, e-detailing, eHealth, physician.