Digital Transformation of Pharmaceutical Marketing

This study explores how digital transformation is reshaping pharmaceutical marketing, with a focus on digital marketing tools, artificial intelligence, and data analytics. Using primary data from 103 healthcare and industry professionals, the study finds strong awareness and acceptance of digital approaches, particularly for improving access to drug information and patient engagement. Social media and company websites emerged as the most effective platforms, while AI and big data were identified as key future drivers. Despite these benefits, challenges related to data privacy, trust, digital literacy, and regulatory clarity remain. The study concludes that digital transformation has become a strategic necessity in pharmaceutical marketing, offering greater efficiency and reach than traditional methods, while requiring ethical and well-governed implementation.