Background: The Indian pharmaceutical industry is witnessing a strategic shift toward digital engagement, driven by rapid technological advancements and evolving healthcare professional (HCP) expectations. However, empirical data on adoption trends across company types remains limited. This study explores digital marketing patterns, strategic differences, and emerging innovations across domestic and multinational pharmaceutical companies in India.
Materials and Methods: A sequential explanatory mixed-methods approach was employed. Quantitative data were collected through a structured survey from 199 pharmaceutical marketing professionals, assessing the adoption of 15 digital strategies. Comparative analyses were conducted by company type (Indian vs. MNC) and rank (Top 50 vs. Beyond). Qualitative insights from open-ended responses were thematically analyzed to identify novel digital practices. Frameworks used include 5D, 6M, Diffusion of Innovations (DOI), and Organizational Information Processing Theory (OIPT).
Results: MNCs and top-ranked firms showed significantly higher adoption of advanced tools like AI-driven personalization, SEO, e-detailing, and omnichannel campaigns. Domestic and lower-ranked companies relied more on messaging platforms and social media. Emerging trends included phygital engagement (i.e., strategies that blend physical and digital interactions), generative AI, chatbots, and IoT integration. Thematic findings highlighted organizational maturity as a key differentiator in digital readiness.
Conclusion: This study provides India-specific insights into digital transformation in pharmaceutical marketing. The results underscore the need for strategic alignment, infrastructure investment, and digital capability-building—particularly for domestic firms—to ensure scalable, ethical, and competitive marketing practices.
Keywords: Digital marketing, Pharmaceutical sector, India, Adoption patterns, Strategic frameworks, Artificial intelligence, Healthcare professionals, Omnichannel engagement, Generative AI
