Research articleOpen accessVol. 12, Issue 12, November 2023
- Published
- 30 November 2023
- Licence
- CC BY 4.0
Abstract
The rapid evolution of digital technologies has ushered in an era of omnichannel marketing, transforming traditional pharmaceutical sales. This study investigates how the integration of multiple communication channels—from in‐person detailing to digital platforms and social media—reshapes the sales landscape in the pharmaceutical industry. By combining a comprehensive literature review up to 2022 with empirical data gathered through surveys and statistical analysis, this manuscript explores how omnichannel strategies enhance customer engagement, improve sales force productivity, and facilitate regulatory compliance. Our findings indicate that the adoption of an omnichannel approach leads to a more targeted, efficient, and patient‐centric sales process, ultimately resulting in better market penetration and improved healthcare outcomes. The research underscores the importance of a balanced integration of digital and traditional methods, addressing challenges such as data privacy and the digital divide, while highlighting the significant potential for revenue growth and improved patient education.
Keywords: Omnichannel marketing, pharmaceutical sales, digital transformation, patient engagement, sales strategy
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How to cite
Devika Raut (2023). How Omnichannel Marketing is Transforming Pharmaceutical Sales. International Journal for Research in Management & Pharmacy, 12(12), 17-24. https://doi.org/10.63345/ijrmp.v12.i12.3
Licence
This article is open access, published under the CC BY 4.0 licence. Copyright remains with the authors.