Optimizing Retail Pharmacy Success: The Role of Multichannel Marketing Strategies

IF 3 Q2 MANAGEMENT
Alexander Wick, Bernhard Koczian, Kristína Králiková
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Abstract

This study focuses on the effect of multichannel marketing communication in retail pharmacies to establish customer satisfaction in a world experiencing the digitalization of health sectors. The objective of the study is to understand customer acquisition and retention practices, the role of online and offline integrated communication, and the extent of customer preference for various marketing communication channels. As part of the study, the quantitative analysis of the publications included in the review was made using articles and reports published from 2014 to 2024. The review was conducted on the aspects of marketing using multiple channels in retail pharmacy and the healthcare-associated fields. The studies identified that comprehensive communication channel enhancement policies positively affect the generation of revenues, reduction in costs, and information delivery schedules in pharmaceuticals. Depending on the channel, consumers’ needs and wants differ, and there is success in personalizing and presenting reasonably logical thoughts to people. Synchronicity of online and offline communication effectively increases the customers’ power, trust, and satisfaction. E-marketing has always been significant in enhancing customers’ touch points, which is why digital transformation is vital. This study further supports the fact that multichannel marketing is mandatory for the success of a retail pharmacy in the prevalent, highly competitive environment. The implementation also presupposes knowledge of consumer differences, the synergy of online and offline contacts, the emphasis on personalization, and fast adaptation to the changing technological environment, but often within the framework of severe legislation.
优化零售药店的成功:多渠道营销战略的作用
本研究的重点是零售药店多渠道营销传播对在卫生行业数字化的今天建立客户满意度的影响。研究的目的是了解获取和留住顾客的做法、线上和线下整合传播的作用以及顾客对各种营销传播渠道的偏好程度。作为研究的一部分,我们利用 2014 年至 2024 年发表的文章和报告,对纳入综述的出版物进行了定量分析。综述针对零售药店和医疗保健相关领域使用多种渠道进行营销的各个方面。研究发现,全面加强沟通渠道的政策对药品的创收、成本降低和信息传递计划有积极影响。根据渠道的不同,消费者的需求和愿望也不尽相同,在向人们提供个性化服务和合理的逻辑思维方面取得了成功。线上和线下的同步沟通有效提高了客户的购买力、信任度和满意度。电子营销在增强客户接触点方面一直具有重要意义,这也是数字化转型至关重要的原因。这项研究进一步证明,多渠道营销是零售药店在当前激烈竞争环境中取得成功的必要条件。实施多渠道营销的前提条件还包括了解消费者的差异、线上和线下接触的协同作用、强调个性化以及快速适应不断变化的技术环境,但这往往需要在严格的法律框架内进行。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
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来源期刊
CiteScore
4.80
自引率
10.00%
发文量
151
审稿时长
11 weeks
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