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@article{187345,
        author = {Mr. Lakhan Sahebrao Rathod and Mr. Harshal Purushottam Mandade and Mr. Sushant Tanaji Jadhav and Mr.  Rahul Govind Garje and Mr. Manoj Wavhale},
        title = {DIGITAL MARKETING IN THE PHARMACEUTICAL SECTOR},
        journal = {International Journal of Innovative Research in Technology},
        year = {2025},
        volume = {12},
        number = {6},
        pages = {3910-3917},
        issn = {2349-6002},
        url = {https://ijirt.org/article?manuscript=187345},
        abstract = {Digital transformation is reshaping how pharmaceutical companies communicate, engage, and deliver value to healthcare professionals (HCPs), patients, and other stakeholders. As traditional marketing models lose effectiveness, digital marketing has emerged as an essential strategic pillar for enhancing reach, personalization, and regulatory-compliant engagement. This review explores the evolving landscape of digital marketing in the pharmaceutical sector, emphasizing the integration of advanced technologies that are redefining promotional practices and customer experiences. Key innovations include artificial intelligence (AI) and machine learning (ML) for predictive analytics, audience segmentation, and personalized content delivery; big-data-driven customer relationship management (CRM) systems and customer data platforms (CDPs) that enable unified, omnichannel communication; and automation tools such as chatbots and conversational AI that support real-time patient and HCP engagement. Emerging immersive technologies such as augmented reality (AR), virtual reality (VR), and mixed reality are enhancing medical education, product demonstrations, and patient awareness programs. Programmatic advertising and advanced social listening tools allow pharmaceutical brands to track sentiment, identify unmet needs, and design compliant, evidence-based messaging. Additionally, telemedicine platforms, mobile health (mHealth) applications, and wearable-generated data are strengthening patient-centric marketing by enabling tailored intervention support and adherence initiatives. Blockchain technology offers new opportunities for secure data exchange, transparent supply-chain communication, and combating misinformation. The review also highlights the importance of regulatory considerations, data privacy, and ethical communication in a highly controlled environment, emphasizing the need for robust governance frameworks when adopting these technologies. This shift positions digital marketing as a critical driver of competitive advantage, improved stakeholder communication, and better health outcomes in the pharmaceutical industry.},
        keywords = {Digital marketing; Pharmaceutical industry; Artificial intelligence (AI); Omnichannel engagement; Augmented and virtual reality (AR/VR); Patient-centric technologies.},
        month = {November},
        }