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In what ways digitalization impact pharmaceutical companies’ marketing strategies ?

t'Kint de Roodenbeke, Clémence
(2024)

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TKINTDEROODENBEKE_10461800_2024.pdf
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Details

Supervisors
Isabelle Schuiling
Faculty
Louvain School of Management
Degree label
Master [120] : ingénieur de gestion, à finalité spécialisée
Abstract
This master's thesis explores the impact of digitalization on pharmaceutical companies' marketing strategies in the context of recent global developments, particularly the COVID-19 pandemic. The primary objective is to understand how digital transformation has influenced marketing approaches within this traditionally conservative sector and to identify the challenges and potential drawbacks associated with this shift. Through an exploratory and qualitative study, involving interviews with pharmaceutical companies to gather data, insights into how companies are adapting to digital landscapes, balancing operational, regulatory, and technological challenges were provided. highlighting not only the benefits but also the significant operational and technical challenges that accompany this transition, particularly as regards data management, regulatory compliance and employability. This highlights the complexity of the pharmaceutical sector and the significance of digital transformation in reshaping internal organizational structures and marketing strategies. The study concludes that despite these challenges, digital transformation offers significant benefits, such as cost-effectiveness, personalized communication, and broader audience reach, indicating an evolving landscape in pharmaceutical marketing.