Σύγχρονα κανάλια επικοινωνίας στις φαρμακευτικές εταιρείες
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Keywords
Ψηφιακός μετασχηματισμός ; Φαρμακευτικό μάρκετινγκ ; Κανάλια επικοινωνίας ; Ψηφιακό μάρκετινγκ ; ΝομοθεσίαAbstract
This research investigates the adoption and effectiveness of modern communication channels within pharmaceutical companies. The digital transformation has revolutionized many industries, including the pharmaceutical sector, causing shifts in traditional marketing strategies. As such, understanding the dynamics of this transformation is essential. This study offers a comprehensive examination of pharmaceutical marketing, the role of traditional and modern communication channels, and the impact of legislation governing the industry. It analyzes the perceptions of pharmaceutical professionals on digital channels, uncovering the potential benefits, challenges, and areas of improvement in the current digital marketing strategies. Limitations include a small sample size and descriptive analysis without statistical tests. Despite these limitations, the study provides valuable insights into the current state of digital marketing in the pharmaceutical industry, informing both companies and policymakers. Future research could focus on larger, more diverse samples and include more robust statistical analysis.