The transition of the pharmaceutical sector marketing activities: traditional marketing to digital marketing after the pandemic period and the results

The aim of the study is to understand the change in marketing practices in the pharmaceutical industry in human health during the pandemic process and to reveal the projections for post-marketing strategies in Turkey. With analyzes such as the speed of the industry’s adaptation to change, the flexibility of digitalization, the suitability of the existing structure, and the number of employees, future projections have been analyzed on the basis of the evaluations of pharmaceutical sector managers. The environment of the sector that has developed as a result of digitalization has been examined with its positive and negative aspects in terms of employment and employee competencies. As a result, all stakeholders in the pharmaceutical industry are not fully prepared for this process, adapting more slowly than expected in terms of adaptation time. As a living process, the preferences and methods need continuous and regular updating, but it has revealed the fact that digitalization will be passed as a partial and complete final result in its forward-looking predictions.