Use of digital marketing concepts in the activity of the pharmaceutical enterprise

Apply

Use of digital marketing concepts in the activity of the pharmaceutical enterprise

Journal Title: Маркетинг і цифрові технології - Year 2017, Vol 1, Issue 2

Abstract

The aim of the article. The aim of the article is to reveal the essence, purpose and possibilities of digital marketing in the management process at pharmaceutical enterprises The results of the analysis.The effectiveness of the use of digital communication channels, the state and prospects in the management of enterprises of the pharmaceutical industry are substantiated. Formulated the problems of introduction of digital marketing concerning the pharmaceutical industry with the help of practitioner,well-known professionals. The growth rate of the digital revolution is determined by the ability of consumers to understand novelty, rather than the speed of technology development. But it should be noted that the development of information technology leads to a change in technology of doing business. The main advantages of digital marketing in the modern world are: interactivity, lack of territorial restrictions, easy access, attraction of the target audience, the ability to quickly evaluate the promotion, which is conducted, and the management of events in real time. Digital marketing can be described as a constant dialogue with each consumer.The main channels and tools of digital marketing are presented, which acquire special importance in pharmacy and medicine. Thereby, analytical and additional information is more accessible, it is possible to create communication between the pharmaceutical company and the audience. Simulation modeling as a means of solving the business problem and three approaches are considered: system dynamics, process-oriented and agent-based modeling. Conclusions and direction for further research.Digital marketing is one of the most promising types of marketing activities, which involves the use of various forms of digital channels to interact with the consumer. Such technologies expand access to information sources, promote the creation of new products, services. The specificity of the pharmaceutical industry is most conducive to the introduction of digital marketing concepts. Analyzing pharmaceutical products, it is clear that its promotion is a complicated process, because such a market is characterized by a developed hierarchical structure, high competition, and dynamism. That is why, using the simulation model of marketing activities, you can analyze the state of affairs and optimize the work. Identified an example of an imitation experiment, the work of which makes it possible to adjust the necessary amounts of expenses for the advertising company of pharmaceutical products, to maximize the income from advertising tools.Simulation experiments proved the expediency of using the developed model in the process of developing and making managerial decisions within the framework of organizing advertising efforts. The model is implemented on the system platform of multilevel imitative modeling AnyLogic.The AnyLogic modeling platform provides for various types of simple and optimized experiments, which makes it possible to determine the most favorable future.

Authors and Affiliations

Zoya Sokolovska, Iryna Kapustyan

Keywords

digital marketing. pharmaceutical enterprise. simulation modeling. AnyLogic.

EP ID EP249449
DOI 10.15276/mdt.1.2.2017.5
Views 141
Downloads 0