Sales Professionals’ Perspective on Digital Marketing in Indian Pharmaceutical Industry

Indian pharmaceutical industry is one amongst the leading players of pharmaceutical industry around the world. In present digital times, every aspect of the society has been digitalized. There are major transitions noted in pharmaceutical industry as well. Digital technology, has changed the working methods and emerged, as a cost effective means, with impressive target reach around the world. Yet, this platform, is not being utilized to its complete potential, due to the lack of awareness, acceptability and the deficient training of the working personnel. The marketing and sales professionals had a major impact of the digitalization on their working methods. It has changed the traditional marketing methods of industry, resulting in the urgent need of up-gradation of the skills of sales professionals. Hence, the views, trainings, awareness and acceptability of sales professionals regarding the digital technology is essential and must be kept into consideration for success of the industry. This is an indispensable component for any pharmaceutical company to attain growth and stand at par with the other pharmaceutical giants around the world. In this study, data of 303 sales professionals was collected and analyzed, recording their perspectives on digital marketing. We found that these professionals were aware and had good acceptability for the same. Most commonly used tools were website promotions, social media advertising, awareness campaigns, creation and management of subject related blogs. These professionals used it extensively on a day-to-day basis, for the maximal benefit of the company with providing the comfort of digitalization to their customers and other users.