Impact of COVID-19 on pharmaceuticals industry to adapt digital marketing

Sammanfattning: This master thesis was prompted by the overall interest in Digital marketing that has been growing since the last decade. During this pandemic time, we are interested to know about the impact of COVID-19 on pharmaceutical industry. Most of the articles and the reports in the early stage were mainly about the concept of digital marketing, technology, implementation in day-to-day business. Lesser studies have been conducted keeping the pandemic in view. Covid-19 is the most influencing topic today around the world and because of this, digital marketing has become the important marketing strategy for every business to withstand in the market.  We have chosen to work with the pharmaceutical company in an emerging country India to study the impact of Covid-19 on the pharmaceutical industry and how the industry is adapting digital marketing as their marketing strategy. The empirical study is designed as a qualitative method. We had conducted the interview with the employees of the marketing department, used digital marketing concepts from different literature, and applied to our study. We have also explained the selected methodology to answer our research questions.  Our findings from the research have shown that digital marketing is the most effective marketing strategy for almost all businesses during this lockdown. The company we worked is believing that digital marketing has a long-run result. We had discussed about the marketing challenges faced by the pharmaceutical companies during pandemic, challenges of adopting digital transformation, strategies followed by the company to sustain customer loyalty by following the aspects of relationship marketing. Our research also focused to know about the solutions to overcome the challenges faced by the pharmaceutical companies.