Digitalize Pharmaceutical Marketing: Medical Representative Perspective

                                                                                                                  

Lad P, Muragundi P, Ligade VS*

Department of Pharmacy Management, Manipal College of Pharmaceutical Sciences,

Manipal University, Manipal

 

ABSTRACT:

Digital marketing means marketing of products with the help of digital technology. In the era of digital India, pharmaceutical companies are not lagging behind with this advancement. As far as pharmaceutical marketing is concern digital marketing like e-detailing, engagement portals; social media management, email marketing and web conference are some of the channels widely used by pharmaceutical companies. Medical representatives are the bridge between physicians and companies. The effectiveness of these technologies can be assessed only if there is increase in business and developing trust among health care professionals. The present study was undertaken to understand the perception of medical representative towards digital pharmaceutical marketing. The results indicated that many of the respondents are well versed with latest technology and are of opinion that use of these technologies may help companies to stay ahead of competition. 

 

 

 

INTRODUCTION:

This era belongs to digital technology. India is riding on technology enabled healthcare innovation wave^[1]. Digital marketing means marketing of products with the help of digital technology. Digital healthcare is juncture between two giant sectors- life sciences and technology ^[2]. Digital marketing includes e-marketing, web conference, e-detailing, engagement portal, social media management etc. E-marketing also consist of management of digital marketing and customer relationship management (e-CRM) systems.^[3]

 

There has been an increase in use of different channels of marketing, the acceptance of the digital platform for marketing purposes has been rather high in other industries, in comparison to Pharma industry^[4]. Pharmaceutical companies can play important role in the digital era of healthcare. At the same it requires identifying right initiatives ^[5].

 

Technology has provoked drastic changes in the pharma marketing in the past few years, and pharma companies are adopting these various digital channels for marketing.

 

Pharmaceutical Digital channels of Marketing ^[6]

Engagement portals:

As a team, physicians engage themselves to various web activities, such as watching and streaming videos related to brands and other products supplied by companies to build up the good relationship as well as to make aware about their products.

 

Web conference systems:

Pharma companies use this system with the help of webcasts and webinars and have a virtual administration of educational and promotional meetings.

 

E-mail marketing systems:

One of widely used system by many pharma companies. This system can be used for sending promotional and informational e-mail to healthcare professionals. Information related various products and brands can be given in detail by using this system.

E-Detailing:

This channel has gained its importance in recent years. With the help of iPad and tablet, detailing can be done. Lot of new information with animations can be stored in these gadgets.

 

E-detailing apps:

E-detailing apps comprises product and brand detailing apps designed for scien­tific conversations and intended to help health care professionals.

 

Social media management:

Pharma companies use social media to increase awareness about the company’s image and brand among general public and among healthcare professional, so that trust and sentiment can be built among all the stakeholders.

 

As far as pharmaceutical marketing is concern digital marketing like e-detailing, engagement portals, social media management, email marketing and web conference are some of the channels widely used by pharmaceutical companies. Medical representatives are the bridge between physicians and companies. The effectiveness of these technologies can be assessed only if there is increase in business and developing trust among health care professionals. The use of these latest technologies is mainly handled by medical representatives. The present study was undertaken to understand the perception of medical representative towards digital pharmaceutical marketing.

 

Objectives of study:

The study was aimed to assess the increasing use and measuring effectiveness of digital pharma marketing among medical representative.

 

Research methodology:

Research design type used in this work was exploratory and not conclusive. Data was collected through primary research and secondary research. Primary data were obtained with the help of structured questionnaire. Secondary data were obtained from published literature in medical and management online and print journals, newspaper, magazines, opinion articles and news items from the internet. Target sample size was 100. The medical representatives were interviewed at the hospitals, stockiest, and private clinics. The area of study was south India. Sampling technique used for the study was non probability convenience sampling, which relies on the personal judgment of the researcher. The total duration of the study was seven months. Data analysis was done and put in as tabulated form to make it understandable and presented with help of charts, diagrams and graphs etc.

 

RESULTS AND DISCUSSION:         

Adoption of digitalize marketing channels.

 

Table no. 1: Digitalize marketing channels

Response	%  of respondents
Yes	67
No	33

 

From the above data it was revealed that 67% of the respondents, representing various pharmaceutical companies use digital channels for pharma marketing. While 33% of the respondents are yet to adopt digital channels for pharma marketing. Well established Indian and Multinational pharma companies use various digital channels for pharma marketing.

 

Various digital channels adopted by Pharmaceutical companies.

 

Table no. 2:  Response for various digital channels

Response	% of respondents
Engagement portals	5
Web conference systems	7
E-mail marketing systems	21
E-detailing apps	42
Social media management	25

 

Results of this question indicated that 42% of respondents said that e-detailing apps was most commonly used digital channel for pharma marketing. 25% of respondents said their company bank on social media management for pharma marketing. 21% of respondents said they use email marketing system for the same. 7% of respondents said they use web conference system. While 5% of respondents said they use engagement portals for pharma marketing.

 

Healthcare professional preferences are tilting toward digital channels.

 

Table no. 3: Preferences of healthcare professionals towards digital channels

Response	% of respondents
Strongly agree	56
Agree	37
Neutral	05
Strongly disagree	02
Disagree	00

 

Respondents were asked whether physicians are inclined towards digital channels in pharma marketing. Majority of the respondents said that with changing times and advance in digital technology, healthcare professional are now more aware and interested to use these channels in their practice. Whereas 5 % of respondents were neutral on the said question. 2% of respondents were strongly disagree on the same.

 

 

Engagement portals help to provide brand information and enable engagement with the health care professionals.

 

Table no. 4: Use of engagement portals.

Response	% of respondents
Strongly agree	05
Agree	65
Neutral	30
Strongly disagree	00
Disagree	00

 

From the above data 65% of respondents are of opinion that engagement portals are useful to propagate product and brand information and also enable engagement with the health care professionals. 30% of respondents are neutral on the same.

 

Virtual web conferences for health care professionals are useful to disseminate knowledge about scientific advancements.

 

Table no. 5: Advantages of virtual web conference

Response	% of respondents
Strongly agree	04
Agree	60
Neutral	35
Strongly disagree	01
Disagree	00

 

From above  table it was noted that 60% of respondents feel that virtual web conference is useful to provide knowledge about scientific advancement to health care professionals. Whereas 35% of respondents still are not sure about the usefulness of virtual web conference facility.

 

E-mail marketing helps to send promotional and informa­tional e-mail to health care professionals.

 

Table no. 6:  Benefits of E-mail marketing

Response	% of respondents
Strongly agree	14
Agree	66
Neutral	18
Strongly disagree	01
Disagree	01

 

From the above data it was noted that 66% of respondents agree that e-mail marketing helps to send promotional and informa­tional e-mail to health care professionals. E-mail marketing system is one of the popular channel where pharma companies send lot of information regarding new product and brands. At the same time it was noted due to time constraint many times emails go unnoticed.

 

 

E-detailing apps facilitates scien­tific conversations to help health care professionals.

 

Table no. 7: E-detailing apps

Response	% of respondents
Strongly agree	50
Agree	46
Neutral	01
Strongly disagree	00
Disagree	03

 

Majority of respondents said that e-detailing apps includes product and brand detailing apps intended for scien­tific conversations to help health care professionals. Well established pharma companies have developed apps which helps for scientific conversations.

 

E-detailing may replace conventional detailing in future.

 

Table no. 8: Future trend of e-detailing

Response	%  of respondents
Strongly agree	60
Agree	23
Neutral	10
Strongly disagree	00
Disagree	07

 

60% of respondents strongly agree that in future the concept of e-detailing may replace with the traditional detailing process. The e-detailing process helps respondents to convey the product message to physicians easily with the help of tablets and iPad. Various salient features of brands or products can be displayed with one touch with lot of additional information.  

 

Social media management campaigns can be organized to increase awareness about the company’s image and brand among general public and among healthcare professional.

 

Table no.9: Benefits of social media management

Response	%  of respondents
Strongly agree	11
Agree	84
Neutral	00
Strongly disagree	04
Disagree	01

 

From the above data it was observed that 84% of respondents feels that with the help of Social media management campaigns can be organized to increase awareness and generate favorable perception and sentiment among patients and healthcare professionals. Multinational pharma companies are successful in using social media management as one of important digital tool in pharma marketing.

 

Digital platform enables Health care professionals to virtually connect with the pharmaceutical firm at their convenience and ease.

 

Table no. 10: Use of Digital platform:

Response	% of respondents
Strongly agree	07
Agree	82
Neutral	08
Strongly disagree	00
Disagree	03

 

From above data it was noted that 82% of respondents feel that digital platform facilitates health care professionals to effectively connect with the pharmaceutical firm at their convenience and ease. This signify that majority of respondents are of opinion that use of digital channels is future trend in pharma marketing.

 

CONCLUSION:

The use of digital channels in pharma marketing is increasing. Various pharma companies are adopting these new trends. Use of various digital channels such as engagement portals, web conference systems, e-mail marketing systems, e-detailing apps, social media management are used for marketing by various pharmaceutical companies.The challenges faced by industry is how to use new digital channels to enable for interaction with physician in economical way. Pharmaceuticals companies are venturing onto the digital technology. Companies can stay ahead in this cutthroat competition by taking advantage of evolving technology trends. In future digital channels may gain prominence over traditional channels. However the effectiveness of these technologies can be assessed only if there is increase in business and developing trust among health care professionals.

 

CONFLICT OF INTEREST:

No.

 

REFERENCES:

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Accepted on 24.05.2017          © RJPT All right reserved