Title: Impact of internet and social media on organisational change of OTC medicines marketing management

Authors: Vasja Roblek

Addresses: Faculty of Management, University of Primorska, Cankarjeva 5, Koper, Slovenia

Abstract: Pharmaceutical companies have been forced to change their approach to selling over-the-counter (OTC) medicines because of the increased pressure on sales margins. The development of Web 2.0, Web 3.0, and social media technologies allow low-cost online marketing, including e-commerce. An organisational adaptation has to cope with the changes in the OTC drug market is required because of the widespread use of the internet and social media. The increased importance of digital media for marketing has convinced the OTC medical industry to include the use of social media in its customer relationship management strategy. Qualitative research on the impact of the internet and social media on the marketing of organisational change management for OTC medicines is based on new-age digital marketing, which is replacing Kotler's 4 P's of marketing (product, price, place and promotion). This paper has found a high correlation between anchoring theory, data analysis, and theoretical returns that accrue by linking research findings, practical initiatives, and internet and social media operating guidelines in the pharmaceutical industry.

Keywords: over-the-counter medicines; internet; social media; e-marketing; qualitative research; electronic marketing; organisational change; OTC medicines; marketing management; pharmaceutical industry; change management; online marketing.

DOI: 10.1504/IJEMR.2015.070806

International Journal of Electronic Marketing and Retailing, 2015 Vol.6 No.3, pp.239 - 258

Received: 26 Dec 2014
Accepted: 07 Feb 2015
Published online: 26 Jul 2015 *

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