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INTERNATIONAL JOURNAL OF PHARMACEUTICAL RESEARCH

A Step Towards Excellence
Published by : Advanced Scientific Research
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0975-2366
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IJPR 9[3] July - September 2017 Special Issue

July - September 9[3] 2017

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To study the scope and future of digital promotion in the pharmaceutical industry

Author: SANGHAMITRA SHARMA, DR.AASAWARI NALGUNDWAR
Abstract: The Indian pharmaceutical has been lackadaisical in adapting digital tools for product promotion and in reaching out to the Healthcare providers, they were heavily dependent on their sales representatives for connecting with the Healthcare providers and channel partners. The pandemic disrupted their normal functioning and the companies were forced to adapt digital tools for product promotion. In this paper we explore the scope of digital promotion and its acceptance among the mid and senior level marketing professionals. We interacted with marketers solely responsible for decision making about product and product promotion. Digital tools are the future of product promotion in the pharmaceutical industry and by which the industry will be able to tackle the issue of accessibility and availability.
Keyword: Product promotion, Digital tools, Healthcare providers, Future landscape
DOI: https://doi.org/10.31838/ijpr/2022.14.01.022
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