Comparative Study of Marketing Strategies adopted by MSRs of Pharma Companies to connect with target customers during the COVID 19 Era

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Dr. Vidya A. Nakhate, Dr. Avadhoot D. Pol, Mithilesh Fredericks

Abstract

Pharmaceutical marketing is an essential societal activity that ensures the availability of medicines at the right time and place. Pharmaceutical marketers also provide timely information, perform after-sales service in the distribution chain, and organize medical conferences and seminars. Thus, therapy and product updating, ensuring availability, and usage of medications are catalyzed by pharmaceutical marketers; this also ensures access to medicines in society. Medical representatives are critical elements – they inform and persuade adoption of various products for patient welfare. The recent outbreak of the COVID-19 has bring healthcare industry into spotlight, and subsequently wedged the Pharma-Healthcare Social Media Marketing market into picture. There is a sever shortages of critical medical supplies but the number of COVID-19 cases are rapidly increasing which have resulted into a revolution rather than evolution in the healthcare system. Accordingly, the impact is noticeable in the Pharma-healthcare Marketing. To complement and supplement the ground-level pharmaceutical marketing activity, a host of digital marketing initiatives is also accoutering the pharmaceutical marketing process. During pandemics like the COVID-19 infection, face-to-face pharmaceutical marketing approach is thrown out of gear and digital marketing has gained increased adoption. This article reviews the adaptive response of pharmaceutical marketers during COVID-19 times.


 

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