Pharmaceutical Marketing Role to Adapt Drug Promotional Practices at the duration times

of Pandemic Covid-19

Ms. Rupali Singh¹*, Mr. Victor Dey²

1. P.G. Scholar of SSPU, Department of Pharmacology, 2Shri Shankaracharya Professional University

    (SSPU), Junwani, Bhilai-490020 (C.G.), India.

2. P.G. Scholar of SSPU, Department of Pharmaceutical Chemistry, Shri Shankaracharya Professional

    University (SSPU), Junwani, Bhilai-490020 (C.G.), India.

*Correspondence: priyupatil9322@gmail.com

DOI: https://doi.org/10.71431/IJRPAS.2025.4418     

INTRODUCTION

As we know, pharmaceutical marketing is the last and most crucial element and transforms research concepts into practical therapeutic tools. Pharmaceutical marketing or medico-marketing may be defined as “the business of advertising or otherwise promoting the sale of pharmaceuticals or drugs”. It must be well organized which is a comprehensive information system to update doctors about safety, efficacy, availability, side effects, hazards, and methods of medic in usage. The global body World Health Organization (WHO) defines drug promotion as all informational and persuasive activities[1].

Manufacturers and distributors are the effect that influences the prescription, supply, purchase or demanding areas in need or use of medicinal drugs defined by WHO. The role of Medical Representatives (MRs) in the Indian context has been studied were doctors felt that MRs influenced prescribing as per the research study, each MR ideally should be regular, be sincere in claims, provide brief detailing, and have good education, good product knowledge, and courtesy, personality, and salesmanship. The doctors opined that not medical literature but samples were useful. Thus, MRs were very useful links for the pharmaceutical marketing approach[2].

The MRs are trained by the companies to sale the medicine by using their company services to the doctors and these services influence the prescribing habits of a Physician and change his prescription as well. These are considerable well discussions on practices in western literature. In India, there is hardly available on this context literature[3-4].Good marketing is a result of careful planning based execution were marketing practices are continuously being refined and reformed in virtually all over industries globally, includes pharmaceutical industry to enhance chances of success. But the target point cause on marketing excellence is still rare and trouble is still rare to achieve. As we go past times history in pharma markets, it reveals that first pharmaceutical sales representative appear since in 1850s in US[5].

Pandemics throw a spanner in the works of regular daily life on MRs activity. Specially, COVID-19 pandemic coronavirus infection caused due to SARSCoV-2 i.e. the most contagious infection ever seen perhaps in history of humankind under the year 2020. Transmission of this virus occurs through in visible respiratory droplets from infected person that are spread through coughing, sneezing, speaking and exhalation. Contact also occurs when are this droplets fall on surfaces and are viable for various lengths of time. Compared to MERS and SARS in terms of morbidity and mortality, the SARS-CoV-2 virus shows less virulence but more infectivity. COVID-19 infection i.e. the most fatal in the vulnerable sections of the population such elderly, people with smoking history, and patients with co-morbid conditions such as diabetes, cardiovascular diseases and liver diseases[6-7].

Pharmaceutical Market System

Pharmaceutical markets are the last elements of an information continuum, where researchers concepts are transformed into practical therapeutic tools and where information is progressively layered and made more useful to the health care system. Thus, transfer of information to physicians through marketing is a crucial element of pharmaceutical innovation. By providing an informed choice of carefully characterized agents, marketing assists physicians in matching drug therapy to individual patient needs. Pharmaceutical marketing is presently the most organized and comprehensive information system for updating physicians about the availability, safety, efficacy, hazards-free awareness and techniques of using medicines. The costs of pharmaceutical marketing are substantial, but they are typically high-technology industries that must communicate important and complex information to sophisticated users. These costs are offset by savings resulting from proper use of medicines and from lower drug cost sowing to price competition. Pharmaceutical marketing is the major job creators in India were MR jobs are of big chunk in demands. There are estimated 6 Lakhs of MRs in India. In any major town, there will be anywhere between 300 and 600 MRs contributing to industrial growth to become shortly a 100 Billion USD. MRs forms a critical links that they convert all product concepts, produced medications and years of Research and Development (R & D) into a commercial success as per reports[1-3, 8].

The perceived value offered by Pharmaceutical Sales Representatives (PSRs) and physicians has been explored by PSRs focusing on detailing establishing new products and via presenting their research studies. However, physicians valued the role of PSRs for recruiting physicians to participate in the US Food and Drug Administration (US-FDA) approved drug studies. One contrarian dimension is that busy physicians value the information provided by medical colleague’s maximum as compared to advertisements and MRs. Hence, MRs target and build key opinion leaders or key opinion builders(noted doctors),who advocate right usage of products[8].

The focus of this study was to determine if there is a gap in the perceptions of physicians in the PSRs regarding specific value services provided by PSRs. Hence, given the high costs of recruiting, training and supporting PSR to understand the relative significance physicians ascribe to their services. Physicians and PSRs perceptions pertaining to the importance of following services addressed[9]:

v    Provide free drug samples

v    New products detailing

v    Old products detailing

v    Supplying studies and research findings from PSR’s medical affairs department

v    Recruiting physicians to participate in Phase IV (Post Marketing Survellience) Programs for Post FDA-Approval drugs studies

v    Sponsoring luncheons

v    Offering promotional dinner lectures

v    PSRs acting as expertconsutants

Another challenge area highlighted is the fact that the tools available to assess physician interactions with pharmaceutical companies is not of high reliability, so the quality of data is low. Hence, it is vital to continuously research this area. Although pharmaceutical marketing is a major impact area, the studies need to be robust, particularly in lower-income and middle-income countries, since systematic review of the knowledge, belief, and attitude of prescribing person in these geographies is not robust. Further investigators retain their systematic review and meta-analysis. Thus, there is moderate quality evidence that prescribing habit or pattern is correlated to pharmaceutical company activities toward them. Another study opined confidently of the pharmaceutical marketing strategies that influence physician-prescribing habits, through MR visits, samples that are used for patients' trials, and gifts that influence. Hence, there is significant scope to uncover facts of the marketing and communicate dimension of pharmaceutical operations[10].

As National occupational standard, as per the LifeSciences Sector Skills Development Council by Government of India, lays down the job profile aspects of an MRs as follows[10]:

Ø     To gather data on company products and competitors.

Ø     To promote and sell products to potential customers and provide after-sales service.

Ø     To organize promotional events and medical seminars/conferences.

Continue Medical Education (CMEs) contribute as a sharing platform for clinical wisdom. Regarding this CME activity, surveyed physicians said that past experience of the drug was primarily influential on them; hence, drug samples were important, published articles on drugs and in journals were useful. Drug price and patient financial situation are also vital in the prescribing decision. MRs provides information, but however, doctors opinions that alternative sources of information are also available which is an important trends i.e. so digitally and equally important. The touch provided by the MR was valuable and satisfy. Gifts are also influential tools that have been researched for its impact. The search of electronic database1992–2016 in an analysis has revealed that physician-prescribing behavior has been influenced by gifts provided by MRs, so this too has an impact on sales outcomes. Investigations on basis of Indian context, the activities performed by pharmaceutical marketing agents are revealed informative effect and study that detailing, sampling and pricing the sensitivity that was not found  to be major condition[11].

Types of Sales and Marketing in Pharmaceutical Sector

As previous studied that pharmaceutical market is different from other markets in every aspect. In this, market we can’t approach to direct customer i.e. patient. They marketizing their products to doctors were doctors are the primary customer to all pharmaceutical companies whether it is Generic Company or Branded (so-called Ethical) Company or pharmaceutical department company. Different types of market and their ways of work followed by the pharma companies. Even there is difference in considering primary customers. Fewer ones are well known marketing and sales types are[12]:

Generic Marketing

Prescription(Ethical/Branded) Marketing

PCD/Franchise Marketing

OTC Marketing

Hospital Supply

Pharmacy Chain Supply

Online Pharmacies

Generic Marketing:

Stockiest or retail counter is primary customer. There is very little concentrate toward doctors and patients in their marketing strategy or technique. Low margin marketing type but transaction is done in bulk and their purchasing compensate margins.

Prescription(Ethical/Branded) Marketing:

Doctors are matter of prime concern. Pharmacompanies may target is to prescribe its brand from doctors. There is little concentration require for patients and distributors. Chemist is also matter of concern because they can substitute your brand with similar product i.e. the main reason for heavy price for branded products because they don’t consider the patients aspect in it. In recent time, DPCO (Drug Price Control Order) regulate prices of medicines.

PCD/Franchise Marketing:

In this marketing, Franchisee parties, sale professionals or distributors are the prime targeted audiences. Companies market strategy move around franchisee. Franchisees prices depend at production cost of medicine.

OTC Marketing:

One another type of marketing pharma-companies follows OTC i.e. over the counter drugs. Not all pharma products can’t be promoted by this way, but cosmetics or pain or skin preparations mainly be promoted as OTC products by the companies. Marketing strategy mainly involves advertisement and promotions as other sectors company’s do so.

Hospital Supply:

Hospital’s chain promotes the interest of pharmaceutical companies toward directly supply to big hospitals. Government’s motto to provide easy and cheaply medicines to poor people also inspire pharmaceutical companies to supply and quote lowest prices to government for procurement of proper and effective medicine to general public. But low rates and easy availability of medicines doesn’t provide any benefits to patients.

Pharmacy Chain Supply:

These supplies are popular or successful in metro cities or some areas but concept doesn’t provide strength to pharmaceutical sector and doesn’t inspire other corporate houses to come in this business.

Online Pharmacies:

This concept is becoming popular in India. Online medicine selling also has become a good opportunity to sell medicines in pharmaceutical sector. But supplying medicines are subject to Registered Medical Practitioner’s Prescriptions prescribing medicine from doctors is also necessary for selling medicines online. OTC products could be sold out without doctor’s prescription.

Market Segmentation in Pharmaceutical Industry

Market segmentation and targeting refers to the way of identifying a company’s potential customers, selecting the customer stop peruse, and generate value for the targeted customers. It attained through the segmentation, targeting and positioning (STP) process. Segmentation is a form of sorting. Similarly, market segmentation involves the sorting of the market. It is the process included dividing the market of potential customers and clients into segments based on characteristics so that marketing messages, tactics and campaigns can became more targeted[13].Market segmentation across the pharmaceutical sectors and beyond, fall under segmentation of four categories are psychographic segmentation, demographic segmentation, behavioral segmentation and geographic segmentation as follows[14]:

a.                  Psychographic Segmentation Study

This includes long list of statements designed to capture relevant aspects of a consumer, like personality, hinting motives, interests, attitudes, beliefs and values Psychographic. This market segment is like behavioristic segmentation. Many businesses offer products based on the attitudes, beliefs and emotions of their target market. The desire for status, enhanced appearance and more money are examples of psychographic variables. They are the factors that influence your customers purchasing decision. A seller of luxury items would appeal to an individual's desire for status symbols.

a.               Demographic Segmentation Study

It is the market segmentation strategy in which the total market is divided on the basis of customer demographics. Demographic segmentation is a dynamic market segmented by the businesses to reach their target audience. Researchers use demographic analysis to analyze whole societies or just groups of people. Some examples of demographics are age, sex, education, nationality, ethnicity or religion.

The various factors or parameters used for demographic segmentation are:

Age
Person age is one of most important simple and quantifiable parameters for segmentation. Every age group has its peculiar characteristics and needs. Based on age segmentation, products can be targeted for different age groups for babies, children, adolescents, adults, middle-age group or senior citizens.

Gender
Genderisquiteaprimarycategorytoconductssegmentation.Itisverynaturalformales,females and even transgenderpeopletohavedifferentlikesanddislikes.Gendersegmentation helps to differentiate between the two groups and helps companies to target customers better. Overall, women are responsible for more than 90% of over-the-counter pharmaceutical sales.

Income
It is most straightforward segmentation types. People who buy a product have to pay a certain price. This depends upon the purchasing power of the customer and whether he/she can afford it. This classification is done by income segmentation, where groups are created by understanding the monthly or annual income of the population.

Education
Certain products or services are meant for a specific set of customers with a certain educational qualification. This helps companies to target an exact set of customers having similar education backgrounds.

Religion
This segmentation may be helpful to classify and identify people having similar religious beliefs, spiritual needs etc.

Family lifecycle
Depending on the stage in which a family is its needs changes. This segmentation identifies bachelors, married couples, double income no kids(DINKs), etc.

Miscellaneous parameters
It include socio-economic background, occupation, ethnicity etc. can also being considered for a more comprehensive demographic segmentation.

Behavioral Segmentation Study

This market segmentation defines the differences in consumption patterns within a group of markets. Customers are divided according to their behaviour towards the brand, keeping in mind the basic parameters such as purchasing habits, business awareness, purchase patterns, product knowledge, usage level, product / service rating. The target consumers for a product can be classified on the basis of the behavioral characteristics on basis of:

Occasion oriented:

It means that when a product is purchased for a particular occasiononly. This is known as Occasion oriented or occasion segmentation The occasion can be repetitive or can be once in alife time occasion.

Usage oriented:

It depends on the usage frequency. The grouping can be on the basis of how much a product is being used/consumed by the customer.

Loyalty oriented:

A brand commanding a high degree of loyalty has a very high retention rate and does not need to worry too much about acquiring new customers. But a brand with low loyalty levels continually needs to recruit new and new consumers to its basket.

Benefits sought:

This is also known as benefit segmentation. Consumer segmentation is also done on the basis of the different benefits perceived by different consumers. There are certain benefits that a person is seeking from a product. Many such products are available that have different variety, price etc which fulfil the needs of a customer. But a customer opts for only those which give him or her maximum benefit.

i.Geographic Segmentation Study

This segmentation is a type of market segmentation that groups prospective customers based on where they live. Geographic segmentation is the way through which market is divided on the basis of geography i.e. by area, such as cities, counties, regions, countries, and international regions. These segmentations be according to rural, sub urban and urban areas.

Thereareseveralgeographicalparametersthatcanbeusedtoidentifyandtodeliver more targeted advertisements as based on:

Country:

Some companies prefer business in one country and follows their marketing efforts there. While other companies are international and develop strategies to consumers in different countries.

City:

Cities have greater population density than suburban or rural areas. Some companies prefer target people that live in a specific city. Marketing preferentially to cities is effective for firms whose distribution infrastructure is concentrated in urban centres.

Urban/Suburban/Rural:

Some companies may choose to market their products differently to customers living in urban, suburban and rural environments. This reflects the reality that our environments affect how we perceive and interact with certain products and services.

Pharmaceutical Marketing in Indian Context

The pharmaceutical industry is among highly organized sectors. The globalization has made the health care sector more aware and conscious about the qualitative results. The international standards are now changed and the national producers of the medicines are to make their product more competitive and also affordable. The pharma industries should follow the 3 Cs refers to Competitive, Careful and Cautious for its application. The Research and Development has to work more in this direction. There are about 250 to 300 companies working in organized sector in pharmaceutical industries in India. The top 10 companies in India are present 37% of the total Indian pharmaceutical market. Including the Small Business houses working in the pharma sector the total such business houses are up to 20000. The majority of the India’s demand is met by local manufacturing sector. The Indian pharmamarket has achieved tremendous growth in recent years. The growth in infrastructure development and technology are the areas which are to be more concentrated. Taking into consideration the demographic composition of India, the increase in middle class population, healthcare awareness, and application of insurance policies has now increased the demand for pharma products. However, the increase in the rules and regulations by government, insurance in global competition, use of technology, the Research & Development concept has brought up the tense competition and lot of competition in pharma marketing. The barriers and hurdles in pharma marketing are hence to be studied in detail. Especially in the light of modern society where per capita income of India is increase rate[15].

Hurdles of Pharmaceutical Market

The pharma industry has a complex nature where the company commercializes their products. The patient who are the consumer has leased to say or demand in need. So, the production being consumed on trust of doctors and the belief and faith on Pharma Companies the consumer is always using the pharmaceutical product. Accordingly, the 5 fundamental complexities of the pharma commercial products can be stated as follows[16]:

Customers have no direct relationship with producers:

On behalf of patient, company production and their team of marketing people educated the doctors, chemists, hospitals, policy makers and insurance companies. The end users are patients (consumers) are not directly educated by the company or the marketing people. So keeping trust on the Doctors, Chemists and producers the patient consumes the product and also pays for that. Thus patient is not only consuming the product but he is indirectly financing the company. That is why the main concern of the marketing people is to educate the stakeholders appropriately. This will result in building the trust among the various concerned parties such as produces chemists-hospitals-doctors-patients. The pharma company has to ensure the smooth supply of product, educate the stakeholders, build the confidence in public and develop their own brand and to provide reasonable product at reasonable price. The indirect relationship has to be concentrated as such relationship will help build trust in product. Trust is the pre-requisite of any marketing channel. Especially in the era of the globalization when multiple choices are available pharma marketing is to reconstruct the trust and belief in the patients. The present scenario of the pharma business worldwide has important concept of sustaining in the market by making our own brand name more and more acquainted in the market arena.

Multiple messengers/stakeholders:

Each pharma brand can have five types of messages, clinical, marketing, pricing, medical, and efficacy. This should also be related to compliance of the regulatory guidelines issued by the government. The pharmaceutical industry in India has been largely driven by regulatory forces the DPCO(Drug Price Control Order) which has regulated the prices of bulk drugs and formulations and the Indian Patent Act which granted process patent to bulk drugs in the past and product patent from January 2005onwards. This is also the outcome of WTO agreed by the Government of India in theyear2005.As a part of the Trade Related Intellectual Property Rights (TRIPS) the pharmaceutical industry will have the right to patent products as well as processes throughout the world including India. The main purpose of the TRIPS is to ensure that the right of innovator is protected. With this the MNCs are increasing their presence in Indian pharma scenario this has poised challenge before Indian Pharma Industry.

Attaining the Excellence:

The function of marketing is to expand the market but more of that is to educate these take holder through excellence in production. The sustainability in the market is largely dependent on the quality and excellence of the pharma product. The allopathic product is largely associated with its side effects accordingly there is a need of explaining negligible presence of side effects and maximum utility through excellence in its product. The existence of the brand name for a longer time in the market will prove its optimum and proper use apart from its cost. This building of brand name in market has its own association with the excellence. The pharma marketing in its own has in built existence of excellence in production. The growth of brand name is dependent on the quality and price. The long term association of brand with the trust of the customers or patients can only define the excellence of the product and its trustworthiness.

Lack of Personalization:

The pharma business marketing has been impersonal it is not directly related to end user (consumer) i.e. patient. The patients are connected through doctors, hospitals, clinics and the Chemists. The regulatory environment restricts companies’ abilities to establish strong relationships with the individual persons/customers, that is even sometimes prohibited in certain global markets and even communication is also prohibited so there is lack of personalization in communication and messaging. The growth of any market is because of development of personalized relations with the customers. The nature of pharma business is such that the consumers are away from the producers and lack the personal relationship. So it is termed as impersonally personal. The growth of pharma business is largely depending upon the reaction of its stake holder of the pharma business. Accordingly, the role of pharma business is not only to provide appropriate products to patients but to create communication.

Lack of Upgradation of Product:

Intellectual property rights on patents last for 20 years and often still take more 8 to 10years to gain approval. So upgradation is very difficult process. The company can change packaging, dose but not up-gradation. So up-gradation of products is very difficult in pharma products. In fact the R & D department is efficiently functioning in pharma business. Still upgradation is not easily possible. The consistent growth in modern techniques of the medical treatment results in the new techniques and methods. But then the up-gradation cannot be easily adopted. The role of pharma business is to abide by the rules and regulations laid down by the government depend upon the essentialities of social requirements of the country as a whole. Hence, pharma business is less the business but more the social work. This generate excellent health career environment.

Thus, these all hurdles are been must to overcome in pharma marketing are regulatory laws, self-regulatory guidelines issues relating to trust, communication with patients and newer technology.

Detailing of Traditional Pharmaceutical Marketing Practices

Pokharel stated that detailing to doctors is the most effective tool in product promotion to doctors. The next significant tool to benefit the marketer is product sample. CME and health camps (specifically for anti-diabetic, anti-psychotics and cardiac products) areas positively influencing pharmaceutical marketing. The correlation coefficient between sales and profit is seen as positively enhancing sales means increasing profits. COVID-19, caused by a novel virus, the corona virus or SARS-CoV-2 is a respiratory illness that has become a pandemic. This virus was first detected in Wuhan, Hubei Province, China[17].

COVID-19 Contagion: A Game Changer-in Messaging Practice

Tens of thousands of people were infected with COVID-19 in many parts of China, as reported by the Chinese officials. Cases of COVID-19 have since then been reported internationally in many countries. Sustained community level or person-to-person transmission is the cause of the spread of the infection. The reason that COVID 19 is so dangerous that it can spread through droplets or even stay in the air as an aerosol making it impossible to detect. The other factor is that many carriers of the disease may be asymptomatic so they may not take the precautions necessary to not spread that disease. COVID-19isthemostcontagiousdiseasehumankindthathaseverknown.ThesphericalCOVID-19 virus has a fat-protein coating with protein spikes. These spike protein structure gives the appearance to the virus as a crown. Hence, such viruses are called corona virus. These spike proteins of COVID-19 virus attach to receptors in the respiratory and other cells. This way COVID-19 virus infects the body. A minimum amount of virus particles called lethal dose is required for the infection to occur. However, in the case of COVID-19 virus, the lethal dose is not known. All corona viruses like the COVID-19 virus cause respiratory infection. In review of epidemiological studies, it was seen that older patients are more vulnerable to severe diseases and it is seen inCOVID-19 pandemic too[18].

COVID-19 infection causes fever, dry cough, tiredness with or without diarrhoea, and later breathing difficulty, after usually by the 8th day. If the viral infection gets controlled, there is no progression to lung disease. If lung disease occurs due to this virus, the lungs become hard with fibrosis and non-functional having the lungs have a typical ground-glass appearance. COVID-19 viral disease in such patients usually causes death. Social distancing means any measures taken to increase physical space between people to slow or prevent the spread of the virus. This involves avoiding public gatherings, limiting the number of visitors to your home, staying at home more often, keeping as a distance from other persons and catching up with friends and family virtually instead of in person. If you have to be around people, maintain a distance of 2 meters or 6 feet from others around you as much as possible. Not just mass gatherings, but even shopping malls, stadiums, and movie theatres can make you a target. In general, any gathering of over ten people should be avoided or conducted virtually[19].

To prevent the spread of Covid-19 disease – the most potent method is isolating the affected patients and the general practice of social or physical distancing along with hygiene measures. A distance of 1–1.5 m between individuals helps avoid transmission of the virus. Social distancing and isolating infected patients from the rest of the population (Quarantine) bearing in mind the social consequences have been reiterated as effective by scientists. However, such measures that flattened curve of epidemic stopped the movement of MRs in the market leading to stop pharmaceutical products promotion[20].

Selling Activity During COVID-19

Personal selling is one of the oldest and most reliable methods of business promotion. Although expensive, it is often indispensable due to increasing competition and growing sophistication of both customers as well as products. In a fiercely competitive market, such as the pharma industry were many companies offer same or similar (‘me-too’) products, it is often the person behind the product who makes the difference. The fact that personal selling is the single most important promotional method used in the pharma industry has resulted in a unique situation as far as the marketing orientation in pharma industry is concerned. As someone who is in constant contact with the customers, markets and competitor activities, a salesperson in pharma industry is in the best position to effectively incorporate the marketing orientation in his or her sales function. COVID-19 infection has paralyzed normal socio-econo-cultural life. Sales and marketing promotional activity has come to a seeming halt. Face-to-face marketing efforts have to an aught. For the first time ever, the dynamic field sales person has been there to his/her residence. Face-to-face detailing is the fulcrum of the pharmaceutical marketing process[20-21].

Digitalization to the Rescue Top

The advent of digitalization has carved a sophisticated role in the hi-touch and hi-tech era of pharmaceutical marketing. The present digital spurt has happened due to the stop of market movement by field personnel. This has led to pharmaceutical companies looking to engage doctors with MRs through the digital route. This trend is called omni channel (groundwork plus digital) constellation of services focusing on digital reach and smart technology[22].

Digital mediafacilitate success to end-users and physicians in an economical way. In across-sectional study by Muacevic et al., involving 718 physicians, the digital habits of physicians to gain medical information were studied. In this study, it was seen that 76.20% of physicians used Facebook as the preferred social media platform. Instagram users were18.40 %, Twitter users were18.00%,  ResearchGate users were 9.30%. Digital doctor–patient interactions were overall soon 44.47% was on WhatsApp and13.10% was on short messaging service. Among the pharmaceutical industry digital tools, WhatsApp was the medium with extent of 29.94%, informative websites 26.70%, and mobileapplications20.60%. E-detailing, tele-detailing, webcasts, podcasts, self-directed web detailing, and marketing e-mails were used to lesser extent. Interestingly, webinars and webcasts had the highest influence for inducing change in clinical practice (up to 48%), websites influenced to42%, mobile applications influenced to 41%, WhatsApp influenced to 37%, and self-directed web detailing36%.WhatsApp engagement through images and videos by promoting pharmaceutical marketers has emerged as a top tool of pharmaceutical digital engagement in the present context. This study on digital habits has revealed that doctors use WhatsApp as the medial digital communication tool. Less frequently available toolsweree-detailing(8.1%),webinars/webcasts(7.7%),tele-detailing(6.0%),self-directedweb-detailing (5.2%) and marketing e-mails(4.2%). Social mediais highly influential because posts get repeatedly shared within seconds and viewing through these a posts across countries from the pharmaceutical company and thus influencing further, it is possible that internet surfers are exposed to illegal pharmacies i.e. dangerous[23].

Another adaptation available for pharmaceutical companies during COVID-19 or other pandemics, where face-to-face selling is disrupted, is e-detailing, which has proven valuable in certain contexts. A study conducted on e-detailing in Iowa, USA, assessed the impact of virtual interactive e-detailing and video e-detailing formats on physicians. By studying the adoption of e-detailing through a mail survey and random sampling of 2,000 physicians using logistic regression and Rogers' model of adoption analysis, it was found that 21% of physicians adopted e-detailing, which is statistically significant. This adaptation is crucial for pharmaceutical marketers during challenging times like the COVID-19 pandemic.

Chat messengers and social media networks have become essential adaptation strategies during the pandemic. As previously discussed, digital platforms, particularly for direct-to-consumer (DTC) advertising, have proven to be effective. Information from healthcare websites has empowered consumers, and companies like Cipla in India have notably increased DTC advertising during COVID-19 to target budget-conscious customers on platforms such as YouTube, promoting products like mouthwash gargles. This demonstrates a focused adaptation strategy, highlighting the necessity of utilizing chat messengers and social media for viral marketing.

The beauty of the internet lies in its role as an information superhighway, integrating various communication tools, with social media being the most popular. It is suggested that pharmaceutical companies have significant opportunities to leverage social media to build corporate and product images and enhance their reputations. There is potential for social cause marketing to further strengthen reputation and corporate image through social media and the internet—an ideal adaptation strategy during the COVID-19 pandemic. Recognizing the power of the internet, the US FDA highlights the importance of online communication for companies looking to boost sales, as many individuals turn to the internet for healthcare information. However, a study warns that this online information can be misleading, leaving consumers vulnerable to inaccurate pharmaceutical marketing due to blind trust, internet dependence, influence from pharmaceutical firms, social isolation, and an excessive focus on details.

Kim has published a paper addressing the challenges associated with online prescription drug promotion, which can be accessed globally. This paper emphasizes the need for a fair and balanced presentation of health and drug information to prevent consumers from receiving misleading data. As pharmaceutical companies increase their messaging on social media, the US FDA encounters challenges in monitoring this information flow, underscoring the need for accountability regarding drug messaging on these platforms. Unregulated DTC marketing on the vast internet poses risks to public health and safety, representing a genuine global concern.

Pharmaceutical companies have begun repurposing clinical trials for drug repositioning to treat COVID-19. This response reflects a quick and strategic marketing approach to meet the changing market demands. As of March 2020, 24 repurposing clinical trials for COVID-19 treatment had been identified, involving 20 different medicines. However, there are risks associated with overly aggressive pharmaceutical marketers, including the emergence of illegal online pharmacies, which threaten global public health, safety, and cybersecurity. An international consensus is necessary to address this issue, as gullible patients may be exploited during pandemics.

Pharma consultants believe that the COVID-19 pandemic has shifted interactions with doctors toward digital detailing methods. Leading pharmaceutical representatives have increasingly leveraged digital tools to connect with doctors. There has been an unprecedented rise in omnichannel marketing and medical education, with exponential increases in digital adoption. As a result, remote online product launches, launch meetings, representative detailing, and other engagements are now conducted digitally. Another trend is patient-centric pharmaceutical marketing, which focuses on therapy adherence and lifestyle modifications, leading to better health outcomes. Digital outreach has made personalization of messages possible. Pharmaceutical companies are encouraged to embrace digital strategies, although challenges remain in maintaining effective DTC messaging, which can drive up drug costs.

Digital communication has emerged as a supportive alternative to face-to-face engagement with target audiences. The societal shift towards digital collaboration, accelerated by disruptions from COVID-19, aligns with the increasing trend of doctors and patients seeking information through web platforms, medical websites, e-detailing, e-CMEs, webinars, video conferencing, and telemedicine. Pharmaceutical companies are progressively integrating social media, such as YouTube and other digital tools, into their broader marketing strategies.

CONCLUSION

In the pharmaceutical industry, achieving more market share is seldom possible without effective marketing. Marketers not only aim to increase sales but also to establish a reputation in the market, penetrate new stores and geographies, and retain existing customers. Extraordinary events like the COVID-19 pandemic test the resilience of businesses. Companies with robust processes are better equipped to meet the challenges posed by COVID-19 through digital means and modern technologies. Being digital is a crucial approach to sales and marketing, complementing traditional marketing efforts. The COVID-19 pandemic has taught valuable lessons in this regard.

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