Providing a Model for Advertising in Digital Marketing in the Pharmaceutical Industry in the Post-COVID Era

Document Type : Research Paper

Authors

1 Assistant Professor of Business Management-Marketing, Department of Business Management, Faculty of Management and Economics, Science and Research Unit, Islamic Azad University.

2 Ph.D. student of Business Management, Faculty of Management and Economics, Islamic Azad University, Science and Research Unit, Tehran, Iran.

3 , Associate Professor of Business Management, Faculty of Management and Economics, Islamic Azad University, Science and Research Unit, Tehran, Iran.

4 , Assistant Professor of Statistics, Department of Mathematics and Statistics, Department of Management and Accounting, Qazvin Branch, Islamic Azad University, Qazvin, Iran.

Abstract

During the spread of COVID-19, pharmaceutical businesses experienced fundamental changes in their usual sales and organization. These changes forced the active businesses in the industry to review the common methods of information and advertising, and highlighted the necessity of using digital advertising in product marketing. The paradigm shift has made many of the common models in digital advertising ineffective, and on the other hand, created the need to develop a model based on internal requirements which is suitable for the post-COVID era. The research was conducted with the Grounded Theory Approach and based on the review of the research literature along with the analysis of opinions of drug industry experts and digital advertising experts as well. The data was collected using the interview protocol and its validity and reliability were confirmed. This research has recognized that the realization of digital advertising in the post-COVID era requires the existence of preconditions. Digital advertising includes constructs of content production, message personalization, message presentation, digital media, physical advertising tools, validation of reference groups, payments, message type, media management, event creation, audience segmentation strategy, digital marketing knowledge management, competitive analysis and target audience management. These lead to the expected results under the influence of contextual and intervening factors and using practical strategies.

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