Targeted marketing strategies in the parmaceutical industry : the role of digital marketing in reaching diverse audiences

Abstract

This study explored the perceptions and experiences of pharmacists, doctors, and patients regarding digital and indirect marketing strategies in the over-the-counter (OTC) pharmaceutical sector. Grounded in an interpretivist philosophy, the research adopted a qualitative approach to capture the subjective meanings participants assign to marketing messages and their influence on decision-making. A case study strategy was employed alongside semi-structured interviews to provide contextualized insights into stakeholder interactions with both digital platforms (e.g., social media, mobile apps) and indirect channels (e.g., influencer campaigns, patient education initiatives). Using convenience sampling, 43 participants were recruited, comprising 15 pharmacists, 12 doctors, and 16 patients, all of whom had exposure to OTC marketing in the previous 12 months. Interviews, conducted via Zoom or telephone, were audio-recorded, transcribed verbatim, and analyzed thematically using Braun and Clarke’s framework, with NVivo software facilitating coding and organization. Findings highlighted themes related to digital engagement preferences, trust and skepticism in influencer-driven campaigns, the comparative value of traditional versus digital interactions, and perceived gaps in information, personalization, and patient education. The study provides a nuanced understanding of how diverse stakeholders interpret and respond to OTC marketing strategies, offering practical insights for pharmaceutical marketing practices.