Digital solutions in pharmaceutical marketing to combat the COVID-19 pandemic

Abstract

The COVID-19 pandemic has had a great impact on many areas of people's lives. States faced the tasks of stopping the spread of the virus, treating the already sick, informing the population, creating vaccines, and much more. In addition to protecting the health of citizens, support for business and production was required. The global spread of the coronavirus affected both the industrial and financial spheres of individual countries, and the entire global economy. Logistics chains of supply of various finished goods and components, including pharmaceutical ones, were disrupted. At the same time, the demand for medicines and other goods of the pharmaceutical market increased, and the production of drugs and vaccines augmented. The market needed new marketing tools: the creation, promotion, and provision of pharmaceutical and medical products. The resulting problems required prompt and modern solutions. Digital solutions were most often used as novel methods in the conditions of isolation and reduction of personal contacts. The pandemic significantly accelerated the change in the approach to marketing and contributed to the rapid transformation of its processes, i.e. digital transformation, both in the management of the pharmaceutical services market and in the field of medical care.