Customizing New Drug Information for Physicians
Added on 2019-10-18
12 Pages3520 Words182 Views
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Accredited by:IACBEECBEEDUQUAMember of:CCIGFEDEFSEPAGEPACICSMaster of Business AdministrationSCW952Research MethodologyFinal Assignment Submitted by:Certificate of authorship“I hereby certify that I am the author of this document and any assistance received inpreparing this report is fully acknowledged. I have also cited all sources from which Iobtained ideas, data and words”.Av. Blanc 53, 1202 Geneva, Switzerland T: +41 22 906 94 94 F: +41 22 906 94 90 E: info@gbs-ge.ch W: gbs-ge.ch
Accredited by:IACBEECBEEDUQUAMember of:CCIGFEDEFSEPAGEPACICSResearch ProposalPharmaceutical Digital Marketing in Saudi ArabiaAbstractPurpose: The current study is aiming to help pharmaceutical companies to effectivelyutilize their resources and to provide them a clear direction for digital marketing success.The study will address physicians’ awareness and perception of new digital tools as wellas identifying their potential needs and expectations.Methodology: A semi-quantitative approach will be used in the current study utilizinga semi-structured questionnaire as a data collection tool. A convenience sample of 94practicing physicians will be enrolled in the current study.Findings: The current study will assess physicians’ awareness and usage of current digital or online medical tools, and their impact in affecting treatment decisions. The study will also identify physicians’ potential needs of digital tools and resources from pharmaceutical companies.Research limitations: The findings of the study will represent physicians’ perceptionsand behaviour in particular geography, and wouldn’t be generalized to other geographies.Practical implications: In order to help pharmaceutical companies meet the growingtrends of digital engagement and new integrated digital marketing tools, and increasevalue addition in the wide –ranging relationship of pharmaceutical company withphysicians than ordinary traditional tools of marketing.Originality/value: The current study will draw a roadmap for pharmaceuticalcompanies to properly allocate their resources and efficiently use digital tools to boostthe effectiveness of their communication, and revolutionise their engagement withphysicians.KEYWORDS: Pharmaceutical, digital marketing, e-detailing, MarketingAv. Blanc 53, 1202 Geneva, Switzerland T: +41 22 906 94 94 F: +41 22 906 94 90 E: info@gbs-ge.ch W: gbs-ge.ch
Accredited by:IACBEECBEEDUQUAMember of:CCIGFEDEFSEPAGEPACICS1.Brief introduction Technology has changed the face of healthcare, and now Internet is driving theindustry into an all new era of seamless connectivity and faster communication.Pharmaceutical companies can increase the effectiveness of their marketing by meetinggrowing trends of digital engagement and integrated marketing tools more effectively.Digital-engagement technologies open up a whole new world for marketing, and forthe exchange of information. Now pharmaceutical sales reps, medical-science liaisons,and customer-service teams can inform and influence physicians via new efficient digitalcommunication channels asthe Internet, apps, and social media, as a modern alternative tothe classical ways as in person visits or mobile phones. All of these interactions offerpharmaceutical companies the opportunity to derive better value. (Champagne et al., 2015)When new innovations arrive in business, some sectors adopt them quickly, othersmore slowly, and when it comes to digital channels, pharmaceutical firms are among theslowest of all. Therefore, they will have to build advanced digital marketing andengagement capabilities similar to those deployed by leading retailers, airlines, telecomcompanies, and consumer-goods companies. (Klue et al., 2009)Many pharmaceutical companies have started to build some digital capabilities, buttalent and resources for their efforts can be fragmented, often across hundreds of smallinitiatives(Champagne et al., 2015). Opportunities and best practices for pharmaceuticaldigital marketing and physician digital engagement vary by market, therefore it isimportant to identify how pharmaceutical companies can approach their customers in theSaudi market, benchmark tactics, identify gaps, and show brands what works and doesn’twork. Thus the current study is aiming to help pharmaceutical companies to effectivelyutilize their resources and to provide them a clear direction for digital success.2.Problem StatementPharmaceutical companies are running hard to keep pace with changes derived fromnew digital technology, yet many of them find it hard to determine what initiatives to scaleup and how, as they are still unclear what digital success will look like in the near future.These companies need to have a better understanding of physicians’ usage of theInternet and devices ‘Smart-phones, Tablet PC, Laptop’, purpose of Internet usage,physicians’ attitude and behaviour towards pharmaceutical website, email communication,social media, and to understand physicians’ trends, preferences and future outlook.Some studies have been conducted to discover what types of online resources andservices physicians expectfrom pharmaceutical companies, and to test physicians’ usageand preference of different digital channels, yet this is limited to some developed countriesand no local studies were found in this particular context. Av. Blanc 53, 1202 Geneva, Switzerland T: +41 22 906 94 94 F: +41 22 906 94 90 E: info@gbs-ge.ch W: gbs-ge.ch
Accredited by:IACBEECBEEDUQUAMember of:CCIGFEDEFSEPAGEPACICS3.Research ModelPharmaceutical marketing model transformationTraditional ModelModern Digital Model4.Research question-What are the physicians’ pattern of accessing internet and device usage?-How much time spent by physicians for professional purposes vs. social ones?-What is the level of physicians’ awareness of currently available digital tools andmobile apps for Physicians professional purposes?-What are the major websites (brands’, manufacturers’ and clinical websites)/mobileapps/social media and digital educational tools accessed for professional use?-What are physician expectations and needs of new digital tools and resources?-What are the anticipated impacts of digital tools on the current classical face-to-face marketing model?Av. Blanc 53, 1202 Geneva, Switzerland T: +41 22 906 94 94 F: +41 22 906 94 90 E: info@gbs-ge.ch W: gbs-ge.chCustomer EngagementE-DetailingMobile AppsWebsites & platformsDigital CRMSocial media & Digital communitiesCustomer EngagementBruchores & reprintsFace-to-face communicationCustomer relationship managementIn-person detailing
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