International Journal of Science, Engineering and TechnologyAuthors: Arpita Lad, Dr. Devendra S. Shirode, Dr. Ramdas Shinde
Abstract: The pharmaceutical industry is undergoing a significant transformation in product promotion with the increasing adoption of digital marketing strategies. This study evaluates the impact of these strategies on engagement, efficiency, decision-making, and sales performance using secondary data from peer-reviewed literature, industry reports, and company insights from Pfizer and Sun Pharma. A comparative and analytical approach, supported by Marketing Mix Modeling, was used to assess the effectiveness of digital and traditional channels. The findings indicate that digital tools such as webinars, e-detailing, and email campaigns expand communication reach, enable personalized interactions, and contribute to improved product visibility and sales outcomes through data-driven targeting. However, traditional methods, particularly face-to-face engagement, remain important for building trust and influencing prescribing behavior. The study concludes that a hybrid marketing approach integrating digital and conventional strategies delivers optimal results in pharmaceutical promotion and sales performance. It also emphasizes the need for regulatory compliance, ethical communication, and data privacy in digital practices.
DOI: https://doi.org/10.5281/zenodo.20074203
