Digital marketing of a pharmaceutical brand

Abstract

The use of digital technologies in pharmaceu­tical marketing is a necessity in modern conditions. According to the Indegene report for 2024, which provides information on the needs of healthcare professionals, 40% of specialists prefer a combi­nation of traditional and digital channels, 33% of НСРs constantly interact with digital channels, and only 27% of HCPs resist using digital tools. Pharma­ceutical companies in Ukraine use an omnichannel approach to brand promotion. In recent years, digital tools for drug promotion have played an important role. As the "Digital 2024" report shows, 79,2% of Ukrainians are Internet users. The aim of the research is to evaluate the use of digital tools for brand promotion in the pharmaceutical market and to justify promotional strategies to increase the effectiveness of brand management in pharmaceutical companies. A hypothesis has been formed about the direct relationship between promotional activity and brands sales. Using general scientific methods such as generalization, analysis and synthesis, comparison, and tabular representation, it was found that the active use of digital channels for drug promotion contributes to the growth of their sales. It has been proven that there is a direct relationship between promotional activities and sales. The more channels are involved in brand promotion, the more significant positive dynamics are observed in their sales. If pharmaceutical companies analyse which channels are preferred by different segments of healthcare professionals and consumers, they will optimize their strategies for maximum impact on target audience.