Digital marketing strategy formation for pharmaceutical companies

Abstract

Engagement of pharmaceutical companies in the digital world lacks proper content generation and use of proper social media platform. The aim of this paper is to design a digital marketing strategy which would make sure engagement of customers and their satisfactions are met. The main aim of this article is to structure a digital marketing strategy for pharmaceutical companies. There’s an essential need for pharma companies to consider digital marketing criteria based on followers’ engagement. This paper has researched through the most engaging social media content for pharma companies and has ranked them based on followers’ engagement percentage. Though pharmaceutical companies are not allowed to directly market their products to the public, they should consider the shifts in consumer engagements based on researches done on their posts through social media platforms. This paper has analysed all those findings by implementing AHP and TOPSIS methods in order to rank the contents, social media platforms and their effect on sales of the products in pharmacies. The data presented are real time data collected from pharma companies’ digital engagements and provides the most effective and practical model which would help any pharma company in terms of achieving their digital marketing goals. These types of digital marketing models specifically designed for pharma companies are highly needed in the pharma business as similar approaches are extremely limited.