Marketing digital tools in the promotion of pharmaceutical brands

Abstract

Advances in technology have created new digital tools for brand promotion. The use of digital technologies in the pharmaceutical marketing is a necessity. At the same time, it is necessary to focus on personalized digital content and interactive platforms. Brand management of pharmaceutical products is aimed at both consumers and healthcare professionals – doctors and pharmacists who recom­mend medicines. That is why it is very important to monitor the needs of healthcare professionals and analyze their commitment to certain digital channels and the information provided to them when you choose promotional strategies and digital tools. The purpose of the study was to analyze whether the using of digital tools to promote brands affected on the sale of these brands in the pharmaceutical market and to determine the main promotional strategies in the brand management to increase efficiency of pharmaceutical companies. It was hypothesized that there is a correlation between the sales of pharma­ceuticals brands and the promo­tional activities of pharmaceutical companies to promote these brands. Using such methods as generalization, analysis and synthesis, comparison, tabular and graphic repre­sen­tation, based on the data of the analytical system of Proxima Research, it was highlighted the informa­tion about the promotion channels chosen by pharma­ceutical companies and about the channels preferred by specialists of the health care system. Also, it was analyzed the statistics of the digital tools use in the promotion of brands and the dynamics of sales on the example of over-the-counter (OTC) and pres­crip­tion (Rx) medicines groups. As a result, it was established that pharmaceutical companies in Ukraine prefer omnichannel for brand promotion. Digital tools for the promotion of medicines have played an important role. The analysis confirmed that the active use of digital channels for the promotion of both non-prescription and prescription medicines contributed to the growth of sales of these brands. It has been proven that there is a direct correlation between promotional activities and sales. The more channels are involved in brand promoting, the more significant positive dynamics are noted in the brand sales.