Management of advertising campaign planning in the pharmaceutical sector of the e-commerce market

• Main Authors: E. V. Sumarokova, A. O. Anishchik
• Format: Article
• Language: Russian
• Published: State University of Management 2019-08-01
• Series: E-Management
• Subjects: pharmaceutical market; e-commerce; digital marketing; advertising; customer segmentation; advertising campaign planning; pharmaceutical market trends
• Online Access: https://e-management.guu.ru/jour/article/view/34
• ISSN: 2658-3445; 2686-8407

General trends in the Russian advertising market are observed in the pharmaceutical segment as well as in the others. Advertising, implementing during distance advanced training, which is mandatory for pharmacists and medical workers, extension of analytics capabilities on digital sites and increasing consumer awareness has become the trend of recent years. The digital segment of the pharmaceutical market lags significantly behind the same segment in other areas, for example, in the market of daily demand goods, but the situation is beginning to change. In the shifting digital environment of the market, advertising service providers need to adapt to new conditions and offer the client (the manufacturer of pharmaceuticals or the agency that represents its interests) advertising campaigns most relevant for their needs. In order to optimize the time spent by employees on the designing the advertising campaigns, as well as to speed up the training of new employees, the authors of the article have created a methodology for quick construction of advertising campaigns, based on 4 main issues. It requires the choice of the segment to which the customer belongs, from the three proposed options, the assessment of its goals and objectives, the budget and special wishes for advertising options, as well as the choice of the promotion period. The method has shown its effectiveness in practice, as evidenced by the description of three cases of its verification on real clients. An analysis of the directions of advertising, recommendations on the use of new opportunities in the pharmaceutical advertising market in Russia, as well as a detailed analysis of the answers to each of the questions, when designing an advertising campaign in this market have been made in the article.