2023-2024
Analysis of Digital Marketing for Medications
Antidiarrheal Drugs in France
Description
This research is my master's thesis, completed in September 2023. The topic is "Digital Marketing Effectiveness and Differences of Antidiarrheal Drugs in France: Imodium, Smecta, and Tiorfast."
In France, many pharmaceutical companies are exploring ways to boost sales through over-the-counter (OTC) medications. Within the antidiarrheal segment, Smecta holds the largest market share, while other well-known brands like Imodium and the emerging Tiorfast are competing for a larger presence. Following the impact of COVID-19, businesses have increasingly recognized the importance of digital marketing. However, implementing effective marketing strategies in the healthcare sector remains a significant challenge for pharmaceutical companies. If they fail to provide reliable and informative content through digital platforms, it could negatively impact their brand image.
Analysis and Recommendations of Marketing Strategy
This study involved 90-minute in-depth interviews with nine long-term French residents who regularly use antidiarrheal medications. It explores public perceptions of digital marketing for pharmaceuticals and analyzes the key factors influencing consumer decisions when purchasing antidiarrheal products. The findings aim to help the pharmaceutical industry develop more effective and consumer-oriented digital marketing strategies.
