Professional paper

Digital Transformation in the Pharma Industry – Did we Succeed? A Web Portal Case Study

Ivana Klinar
Zrinka Kostelić
Ana Baričić
Anita Radić
Matej Herceg

Abstract

The SARS-CoV-2 pandemic and COVID-19 brought about major changes in pharma marketing, but its greatest impact was the interface between medical representatives and doctors, pharmacists, and other health workers. Pharma companies have been rapidly developing strategies to continue providing pertinent information to healthcare professionals. We know that lifelong learning is imperative for healthcare workers, and the pandemic increased the need to be up to date on the latest insights. In the observed period from 2018 to 2021, there was an increased number of visits to the PLIVAmed.net website, and more than 5,500,000 web page views. The viewer count during the pandemic years rose also due to the dissemination of a larger number of newsletters. Online courses for physicians and pharmacists came in first place as most visited content, while recorded video presentations, webinars and panel discussions also achieved noticeable attendance. The most read article with more than 6,000 views was “The COVID-19 Cytokine Storm” published in Medicus, on the PLIVAmed.net portal and in database Hrčak. With daily content on the pandemic and other current and prime topics published in Medicus, PLIVA continued its educational role at a time of increased need for information, because its procurement was significantly limited. We managed to retain our existing pool of PLIVAmed.net portal users and increased the number of participants in our online courses. During the pandemic, the unity of different commercial business departments came to the fore, as well as a partnership relationship with all our internal and external professional associates involved in content creation and management, webinars, panel discussions, virtual workshops, and design and promotion of online courses.

Keywords

COVID-19; , pandemic; pharma marketing; promotion; digital marketing; online courses; education; healthcare workers

Hrčak ID:

308641

URI

https://hrcak.srce.hr/308641

Publication date:

9.10.2023.

Article data in other languages: croatian

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