Integrating technology and trust: Trailblazing role of AI in reframing pharmaceutical digital outreach

Abstract

Background: The growing significance of social media in commercial enterprises is bringing this theme to the attention of decision-makers. These days, businesses use Facebook, Twitter, and YouTube as part of their marketing strategies. This encourages communication between consumers and marketers. Similar communication tactics are used in the pharmaceutical sector. However, because this is a healthcare-related industry, there are a lot of rules that apply to it, especially to its marketing department.

Purpose: The purpose of this study is to assess the pharmaceutical industry’s online presence on social media sites like Facebook, Twitter, and YouTube, as well as to describe the various digital engagement tactics that are employed.

Conclusion: The study’s conclusions indicate that not all pharmaceutical businesses use social media, and that certain platforms are more popular than others. It’s interesting to note that different social media platforms underwent different digital engagement techniques, and that the level of involvement was unrelated to the size of the companies. This study offers insights into the social media organization of pharmaceutical businesses and ostensibly supplies a framework and technique for further research in this area. Furthermore, a few of the constraints found offer guidance for future research directions.

Keywords

Artificial Intelligence / Pharmaceutical marketing / Facebook / Engagement / Application

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2024 The Authors. Publishing services by Elsevier B.V. on behalf of KeAi Communications Co. Ltd.