Pharmaceutical Communication Strategies for Increasing Marketing Outreach During Covid 19 Pandemic

Abstract

COVID-19 virus proved to be very contagious resulting in a public health emergency by the World Health Organization (WHO), posing overall public health system and governance challenges. Amid the pandemic period and the unprecedented increase in healthcare demands, pharmacy services are an important mainstay to combat the COVID-19 virus pandemic. However, not all pharmacies have inventive and adaptive pharmacist practices, particularly pharmacists working in rural areas. In the present article, we observed how pharmaceutical swiftly acted response in to marketing during the COVID-19 period. The populations of focus were employees in marketing divisions with an emphasis on product sales. The data were obtained through in depth interviews and documentative observations. The findings showed, that the communication transition from offline to online is the emergent strategy followed by establishing and promoting remote pharmacy services. The information and suggestions offered in this manuscript could help in the restructuring of existing pharmacy services by governments, public health bodies, and policymakers in response to a pandemic.

Keywords

• pharmaceutical
• communication
• marketing
• pandemic