AI-Powered Marketing: Shaping the Future of the Pharmaceutical Industry

Pratik Ashok Kunnure, Shravani Giri Gosavi, Kanchan B Ghatge, Shraddha Harishikesh Dingare, Apeksha Dasharath Rajguru and Anuprita Tejesh Kamble
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Pratik Ashok Kunnure: D. Y. Patil Agriculture and Technology University Talasande Kolhapur, Maharashtra, India.
Shravani Giri Gosavi: D. Y. Patil Agriculture and Technology University Talasande Kolhapur, Maharashtra, India.
Kanchan B Ghatge: Bharti Vidyapeeth College of Pharmacy Kolhapur, Maharashtra, India.
Shraddha Harishikesh Dingare: TMV Lokmanya Institute of Pharmaceutical Sciences, Maharashtra, India.
Apeksha Dasharath Rajguru: SEF’s Suryadatta College of Pharmacy Healthcare and Research, Maharashtra, India.
Anuprita Tejesh Kamble: Suryadatta College of Pharmacy Healthcare and Research Pune, Maharashtra, India.

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Abstract: Introduction: Artificial Intelligence (AI) is rapidly transforming the pharmaceutical marketing landscape by enabling more data-driven, personalized, and efficient strategies. Traditionally cautious in adopting new marketing technologies, the pharmaceutical industry is now embracing AI to enhance decision-making and customer engagement. Background: Pharmaceutical marketing has historically relied on conventional methods, but the advent of AI technologies such as natural language processing, machine learning, and predictive analytics is reshaping how companies approach customer relationship management, brand positioning, and market forecasting. These tools allow for deeper insights into customer behavior, sentiment analysis, and omnichannel engagement, which are critical in a highly regulated and competitive environment. Methodology: This review synthesizes current literature and case studies from leading pharmaceutical companies to evaluate the applications and impact of AI in marketing. It examines AI-driven tools used to optimize sales operations, improve medical representative efficiency, and ensure regulatory compliance. Challenges such as data privacy, ethical concerns, and regulatory constraints are also critically analyzed. Results: Findings indicate that AI adoption leads to measurable benefits including increased return on investment (ROI), enhanced market segmentation, and improved drug adoption rates. AI facilitates more personalized communication strategies and streamlines marketing workflows, contributing to cost efficiency and patient-centric approaches. Conclusion: AI integration marks a pivotal shift toward smarter, ethical, and more effective pharmaceutical marketing. Future trends such as generative AI, conversational analytics, and digital twins promise to further revolutionize the sector, driving sustainable digital growth.

Date: 2025-12-20
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Published in Journal of Economics and Trade, 2025, 10 (2), pp.231-258

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