DIGITAL MARKETING AND COMMUNICATIONS IN PHARMACEUTICAL INDUSTRY

Neviana Krasteva

Yearbook of the Faculty of Economics and Business Administration, Sofia University, 2016, vol. 14, issue 1, 181-200

Abstract: The following article summarizes the results of a study of the applications of digital marketing principles in pharmaceutical industry, and emphasizes the importance and necessity of using this technology in the field. Pharma market is viewed in the context of the “experiential marketing.” Some examples for the application of the new technology, as well as problems and doubts which arise along with it, are presented and analyzed.

Keywords: pharmaceutical marketing; digital marketing; e–doctors (search for similar items in EconPapers)
Date: 2016
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