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Year : 2020  |  Volume : 9  |  Issue : 5  |  Page : 11-17

Adaptation of pharmaceutical marketing and drug promotion practices in times of pandemic COVID-19

1 Department of Pharmaceutics, JSS College of Pharmacy, JSS AHER, Mysore, Karnataka, India
2 Department of Pharmaceutics, College of Pharmacy, JSSATE, Noida, Uttarpradesh, India

Correspondence Address:
Mr. Sunil S Chiplunkar
Department of Pharmaceutics, JSS College of Pharmacy, JSS AHER, Mysore, Karnataka
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Source of Support: None, Conflict of Interest: None

DOI: 10.4103/ijhas.IJHAS_81_20

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Pharmaceutical marketing is an essential societal activity that ensures the availability of medicines at the right time and place. Pharmaceutical marketers also provide timely information, perform after-sales service in the distribution chain, and organize medical conferences and seminars. Thus, therapy and product updating, ensuring availability, and usage of medications are catalyzed by pharmaceutical marketers; this also ensures access to medicines in society. Medical representatives are critical elements – they inform and persuade adoption of various products for patient welfare. To complement and supplement the ground-level pharmaceutical marketing activity, a host of digital marketing initiatives is also accoutering the pharmaceutical marketing process. During pandemics like the COVID-19 infection, face-to-face pharmaceutical marketing approach is thrown out of gear and digital marketing has gained increased adoption. This article reviews the adaptive response of pharmaceutical marketers during COVID-19 times.

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