Rajaprabakaran Rajendran and Yavana Rani S
Purpose: The objective of this study to assess and analyse developments and changes in pharmaceutical industry’s approaches to digital marketing. Design/methodology/approach: This article is developed by narrative review method. The authors collected the relevant material from multiple electronic databases using the triangulation method. The results and findings were summarised and synthesised from the selected articles. Findings: Pharmaceutical companies invest over thirty percent of their revenue from sales in marketing in order to maintain and grow their position in the market because they recognise how important it is to use various types of promotional tools to influence physicians' prescription behaviour. The pharmaceutical sector has undergone change as a result of digital technology, and pharmaceutical firms now have new marketing prospects. Pharmaceutical companies' reliance on conventional marketing strategies has diminished and the displacement of face-to-face encounters by the digital marketing strategy in life sciences marketing is promoting digital interactions. Several pharmaceutical companies are adopting to digital marketing, citing the comfort of engagement with clients, the accelerated information-gathering duration, and the cost-effectiveness as reasons for doing so in the current competitive environment. Pharmaceutical companies employ technology-based services to provide physicians with information on their patients' health and the benefits of a particular medicine. Clinicians now find it simpler to discuss specific medical treatments with patients because of digital services. Originality/value: Digital marketing has streamlined mass outreach, organising of awareness campaigns, and advertising at a minimal cost. Physicians can benefit from online medical education programmes in a number of ways, including the quick and affordable learning of new knowledge and skills. According to the studies gathered and evaluated in this paper, pharma digital marketing plays an important role in facilitating personalised care, long-term relationships, and raising company standards, all of which aid in gaining a competitive edge in the global market. Overall, digital marketing practises can aid to acquire new business practises and other types of advantages.