With the recent COVID-19 incident increasing restrictions on face-to-face business activities, the utilization and importance of multi-channel marketing are increasing further. (image: Korea Bizwire)
SEOUL, March 30 (Korea Bizwire) — Pharmaceutical companies are stepping up “digital marketing” as the spread of COVID-19 has made it difficult to sell and market face-to-face with customers.
A web seminar held recently by Novartis Korea attracted 985 people, 10 times more than usual.
The web seminar was held under the theme of “The Importance of Blood Sugar Management in Patients with COVID-19 and Diabetes,” which drew participation from medical representatives in the field of endocrinology.
The South Korean unit of Swiss pharmaceutical giant Novartis is focusing on discovering digital marketing channels throughout the company as it is fighting against the coronavirus.
The company was already operating Nova MD, a website dedicated to medical representatives to hold web seminars and share academic information.
Meanwhile, Boryung Pharmaceutical Co., one of South Korea’s largest pharmaceutical companies, also planned a web symposium to introduce new drugs.
The web symposium, which was held for medical staff nationwide in time for the launch of a complex for high blood pressure and dyslipidemia on March 17, recorded 2,524 simultaneous viewers, drawing huge participation.
Another industry rival JW Pharmaceutical Corp. also hosted a web seminar last Thursday on its dyslipidemia treatment for medical personnel related to cardiovascular diseases and endocrinology, in a total of 19 countries.
JW Pharmaceutical and JW Shinyak Corp. have also established and are utilizing a “smart e-catalog” system that allows them to send catalogs through smartphone text messages or messenger programs.
“With the recent COVID-19 incident increasing restrictions on face-to-face business activities, the utilization and importance of multi-channel marketing are increasing further,” a source in the pharmaceutical industry said.
“We plan to strengthen communication with medical teams through more diverse channels in the future.”
D. M. Park (dmpark@koreabizwire.com)
