Year: 2026
Type: article
Abstract: By offering creative ways to communicate with patients and healthcare professionals (HCPs), digital marketing has completely transformed the pharmaceutical sector. Digital tools like search engine optimization, social media campaigns, and AI-generated tailored content have supplanted traditional marketing strategies. This shift has improved contact between pharmaceutical companies and healthcare providers and strengthened direct-to-consumer (DTC) advertising. However, obstacles including data privacy concerns, legal restrictions, and moral dilemmas accompany these developments. Using case studies from Pfizer, Novartis, and Johnson & Johnson to highlight best practices and emerging trends in this dynamic field, this study explores the opportunities and difficulties of digital marketing in the pharmaceutical industry.
DOI: 10.56770/ims2026323
Authors: Karamat Hassan, Ahsan Ali, Samreen Shakeel
Institution: Allama Iqbal Open University
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: diamond
OpenAlex ID: W7203825933