Digital Marketing in the Greek Pharmaceutical Industry: Investigating Consumer Behavior

Abstract

The entire enterprise of marketing and delivering pharmaceutical services has undergone so many changes with the onset of the digital revolution in the pharmaceutical domain. This dissertation considers an explicit appraisal of the e-pharmacies' effects on the pharmacy industry with the development of e-commerce. It looks into how consumer access to pharmaceutical products and services has changed with technological improvements and the emergence of digital marketing. The study adopts both qualitative and quantitative research approaches to scrutinize the way consumers perceive these changes in the digital landscape and to evaluate how pharmacists have adapted. Additionally, it brings to light the moral and legal dilemmas presented by internet pharmacies, that is, with regard to patient safety, prescription drug sales, and regulatory compliance. This study uses the Greek market as a case study to provide important insights into the e-pharmacy businesses' opportunities, challenges, and future potential. The findings should enable stakeholders to understand and negotiate the intricate interplay between e-commerce and pharmaceutical practices.