Pharmaceutical Marketing Strategies in the Era of Personalized Medicine

DOI: https://doi.org/10.63345/ijrmp.org.v8.i5.1

Sushmita Goel

Independent Researcher

Abstract

The advent of personalized medicine has fundamentally altered the pharmaceutical landscape, challenging traditional marketing strategies and compelling companies to adopt innovative approaches that cater to individual patient profiles. This study explores the transformation of pharmaceutical marketing in light of personalized medicine advancements. It examines how data analytics, digital tools, patient-centric communication, and value-based partnerships have emerged as critical components in reaching and engaging diverse stakeholders. Using a mixed-methods approach, this research reviews literature up to 2018, surveys industry case studies, and analyzes recent empirical data to identify effective strategies and potential pitfalls. The findings suggest that personalized marketing not only enhances the patient experience but also builds more sustainable relationships with healthcare providers and payers. The study concludes by offering strategic recommendations for pharmaceutical companies seeking to optimize their marketing practices in a dynamic and competitive environment.

Keywords

Personalized medicine; pharmaceutical marketing; digital transformation; patient-centric strategies; data analytics; healthcare innovation

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