The importance of the Internet within pharmaceutical industry

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Lopez, Paula
Issue Date
MA of Business Administration
Dublin Business School
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Non Adherence to long medications is affecting the income of companies as well as patients health. The scope of this issue increases when the patients are young. The Internet is considered as an effective tool to improve communications between brands and customers. On the other hand the restrictions of pharmaceutical companies are complicated and pharmaceutical companies have to develop new strategies to engage customers. This research aims to answer the following question “How can Pharmaceutical companies use internet to encourage young patients with chronic illness to take their treatments?” Europe is the area chosen to carry out this dissertation. To obtain primary data the researcher did three interviews to three marketing managers of the pharmaceutical industry that agreed to take part in the study. The literature review was used as secondary data. The findings of this research showed that the companies’ strategies depend of the type of drug they are selling. Both doctors and patients seem to be potential objectives of the campaigns.