Perception and Impact of Social Media in Pharmaceutical Marketing and Promotion in Pakistan
Journal Title: Scholars Academic Journal of Pharmacy - Year 2015, Vol 4, Issue 1
Abstract
Pharmaceutical manufacturers and importers spend millions of rupees annually on the promotion and advertisement of the pharmaceutical products and now these companies have started the use of social media for their product’s promotion and advertising. In this cross- sectional study the perception and impact of social media in Pharmaceutical Marketing has been assessed. For this purpose the data was collected from 300 marketing employees of national and multi-national pharmaceutical companies of Karachi. Data was analyzed using SPSS version 20. It has been observed that companies which are using social media for their marketing and promotions having more sales value as compare to the companies not using social media for Pharmaceutical Marketing and Promotions. Also there is an awareness of social media for Pharmaceutical Marketing and Promotions in pharmaceutical marketers and they believe that it can be a potent tool to maximize the market share and flourish the business Hence, it is concluded that there is an Impact of social media on pharmaceutical marketing and promotion which could be helpful to increase the sales value. Keywords: Social Media, Pharmaceutical marketing, sales value.
Authors and Affiliations
Nabeel Akhtar, Muhammad Adnan Kanpurwala, Rabia Arshad, Tariq Sharafatullah
Keywords
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