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Liburkina L. M.

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Digital Marketing in the Development of Pharmaceutical Companies: The Current Aspects and Perspectives
Protsenko V. M., Protsenko A. V.

Protsenko, Valentyna M., and Protsenko, Anastasiia V. (2022) “Digital Marketing in the Development of Pharmaceutical Companies: The Current Aspects and Perspectives.” Business Inform 11:277–283.
https://doi.org/10.32983/2222-4459-2022-11-277-283

Section: Management and Marketing

Article is written in Ukrainian
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UDC 366.013.01.005

Abstract:
The article studies the modern aspects and prospects of using Digital marketing in the development of pharmaceutical companies. Digital marketing in the pharmaceutical industry has been found to help reach an expanded global customer base, providing multiple opportunities to enhance the promotion and sustainability of a pharmaceutical company. It was found that the practical tools of digital marketing are e-mail, electronic data detailing, augmented and virtual reality, the use of which reduces the costs of pharmaceutical companies. It was determined that due to modern conditions, pharmaceutical companies intensively use social network platforms for the promotion and branding of medicinal products. It was determined that such Digital marketing tactics as content marketing, search engine optimization, e-mail marketing, social media marketing, etc., are considered effective tools for the promotion of medicinal products. Digital marketing has been found to generate valuable information that has a significant impact on the pharmaceutical sector, so pharmaceutical companies build consumer satisfaction through phone applications and online networks, allowing the pharmaceutical company to increase sales and profits. It has been found that pharmaceutical companies are increasingly using social media as target customers increase public awareness of their drugs and services and seek more effective opportunities to engage with target audiences. It has been found that for pharmaceutical companies, the e-commerce platform is the foundation of their digital presence, and improving the customer-centric infrastructure with well-integrated systems will help ensure proper customer interaction. It has been determined that the benefits of social media and online marketing are particularly important for pharmaceutical companies, as they are crucial to ensure more effective digital marketing. It was established that following the results of January-June 2022, the pharmaceutical companies "Farmak", "Darnytsia" and "Acino" took the leading positions in terms of sales of medicinal products.

Keywords: prospects, Digital marketing, pharmaceutical companies.

Fig.: 2. Tabl.: 2. Bibl.: 15.

Protsenko Valentyna M. – Doctor of Sciences (Economics), Professor, Professor, Department of Economics and Management, V. N. Karazin Kharkiv National University (4 Svobody Square, Kharkіv, 61022, Ukraine)
Email: [email protected]
Protsenko Anastasiia V. – Candidate of Sciences (Economics), Associate Professor, Department of Economics and Management, Educational and Scientific Institute "Ukrainian Engineering and Pedagogical Academy" of V. N. Karazin Kharkov National University (16 Unіversytetska Str., Kharkіv, 61003, Ukraine)
Email: [email protected]

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