Marketing communications integration in healthcare industry: digitalization and omnichannel technologies
- 10.2991/iscde-19.2019.182How to use a DOI?
- digital marketing communications, omnichannel technologies, digital technologies, Russian healthcare industry
Nowadays the major tendency in pharmaceutical industry is digitalization. Digital technology influence both external media-related and internal aspects of the company’s business operations. Given that, the defining feature of pharmaceutical companies is the fact that they operate in b2b and b2c markets. Integration of online and offline environments, application of omnichannel approach allows for the creation of a seamless process of a company’s interaction with partners and intermediaries, as well as end customers. In this article, the authors take an in-depth look at the aspects of marketing communications integration by healthcare industry companies in Russia. The said integrations take place within the digitalization environment and using the omnichannel technologies. Pharmaceutical market in Russia is growing intensely. Market volume has been increasing over the last five years, which was enabled by the state policy of import replacement and other government initiatives. However, when it comes to keeping up with changes in digital technology, Russian pharmaceutical companies are slow in this regard. The authors show how marketing communications of Russian pharmaceutical are changing on a structural scale and provide recommendations on using omnichannel technologies in this field.
- © 2019, the Authors. Published by Atlantis Press.
- Open Access
- This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).
Cite this article
TY - CONF AU - G. Azoev AU - E. Sumarokova AU - G. Butkovskaya PY - 2019/12 DA - 2019/12 TI - Marketing communications integration in healthcare industry: digitalization and omnichannel technologies BT - Proceedings of the International Scientific and Practical Conference on Digital Economy (ISCDE 2019) PB - Atlantis Press SP - 635 EP - 640 SN - 2352-5428 UR - https://doi.org/10.2991/iscde-19.2019.182 DO - 10.2991/iscde-19.2019.182 ID - Azoev2019/12 ER -