{"id":"https://openalex.org/W7203825933","doi":"https://doi.org/10.56770/ims2026323","title":"A review on the opportunities and challenges of marketing in pharmaceutical companies","display_name":"A review on the opportunities and challenges of marketing in pharmaceutical companies","publication_year":2026,"publication_date":"2026-08-20","ids":{"openalex":"https://openalex.org/W7203825933","doi":"https://doi.org/10.56770/ims2026323"},"language":"en","primary_location":{"id":"doi:10.56770/ims2026323","doi":"https://doi.org/10.56770/ims2026323","is_oa":true,"landing_page_url":"https://doi.org/10.56770/ims2026323","pdf_url":"https://ammanif.com/journal/ims/index.php/home/article/download/107/61","source":{"id":"https://openalex.org/S5407051189","display_name":"Integration of Mankind and Society","issn_l":"3105-3920","issn":["3105-3920"],"is_oa":true,"is_in_doaj":true,"is_core":false,"listed_in":["doaj"],"host_organization":null,"host_organization_name":null,"host_organization_lineage":[],"host_organization_lineage_names":[],"type":"journal"},"license":"cc-by","license_id":"https://openalex.org/licenses/cc-by","version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"Integration of Mankind and Society","raw_type":"journal-article"},"volume":null,"type":"article","is_traditional":true,"indexed_in":["crossref","doaj"],"open_access":{"is_oa":true,"oa_status":"diamond","oa_url":"https://ammanif.com/journal/ims/index.php/home/article/download/107/61","any_repository_has_fulltext":false},"authorships":[{"author_position":"first","author":{"id":"https://openalex.org/A5107000294","display_name":"Karamat Hassan","orcid":null,"observed_orcids":[]},"institutions":[{"id":"https://openalex.org/I181355716","display_name":"Allama Iqbal Open University","ror":"https://ror.org/04vympt94","country_code":"PK","type":"education","lineage":["https://openalex.org/I181355716"]}],"countries":["PK"],"is_corresponding":false,"raw_author_name":"Karamat Hassan","raw_affiliation_strings":["Allama Iqbal Open University Islamabad, Pakistan"],"raw_orcid":null,"affiliations":[{"raw_affiliation_string":"Allama Iqbal Open University Islamabad, Pakistan","institution_ids":["https://openalex.org/I181355716"]}]},{"author_position":"middle","author":{"id":"https://openalex.org/A5059138239","display_name":"Ahsan Ali","orcid":"https://orcid.org/0009-0002-0204-1757","observed_orcids":["https://orcid.org/0009-0002-0204-1757"]},"institutions":[{"id":"https://openalex.org/I181355716","display_name":"Allama Iqbal Open University","ror":"https://ror.org/04vympt94","country_code":"PK","type":"education","lineage":["https://openalex.org/I181355716"]}],"countries":["PK"],"is_corresponding":false,"raw_author_name":"Ahsan Ali","raw_affiliation_strings":["Allama Iqbal Open University Islamabad, Pakistan"],"raw_orcid":null,"affiliations":[{"raw_affiliation_string":"Allama Iqbal Open University Islamabad, Pakistan","institution_ids":["https://openalex.org/I181355716"]}]},{"author_position":"last","author":{"id":"https://openalex.org/A5119497618","display_name":"Samreen Shakeel","orcid":null,"observed_orcids":[]},"institutions":[],"countries":[],"is_corresponding":false,"raw_author_name":"Samreen Shakeel","raw_affiliation_strings":["Department of English, Federal Government Degree College for Women, Multan, Pakistan"],"raw_orcid":null,"affiliations":[{"raw_affiliation_string":"Department of English, Federal Government Degree College for Women, Multan, Pakistan","institution_ids":[]}]}],"institutions":[],"countries_distinct_count":1,"institutions_distinct_count":1,"corresponding_author_ids":[],"corresponding_institution_ids":[],"apc_list":null,"apc_paid":null,"fwci":0.0,"has_fulltext":true,"cited_by_count":0,"citation_normalized_percentile":{"value":0.0,"is_in_top_1_percent":false,"is_in_top_10_percent":false},"cited_by_percentile_year":null,"biblio":{"volume":null,"issue":null,"first_page":"66","last_page":"66"},"is_retracted":false,"is_paratext":false,"is_xpac":false,"primary_topic":{"id":"https://openalex.org/T13355","display_name":"Marketing and Advertising Strategies","score":0.48339998722076416,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},"topics":[{"id":"https://openalex.org/T13355","display_name":"Marketing and Advertising Strategies","score":0.48339998722076416,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},{"id":"https://openalex.org/T11649","display_name":"Pharmaceutical industry and healthcare","score":0.2953999936580658,"subfield":{"id":"https://openalex.org/subfields/2910","display_name":"Issues, ethics and legal aspects"},"field":{"id":"https://openalex.org/fields/29","display_name":"Nursing"},"domain":{"id":"https://openalex.org/domains/4","display_name":"Health Sciences"}},{"id":"https://openalex.org/T10609","display_name":"Digital Marketing and Social Media","score":0.18080000579357147,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}}],"keywords":[{"id":"https://openalex.org/keywords/pharmaceutical-marketing","display_name":"pharmaceutical marketing","score":0.9399999976158142},{"id":"https://openalex.org/keywords/digital-marketing","display_name":"digital marketing","score":0.9940000176429749},{"id":"https://openalex.org/keywords/direct-to-consumer-advertising","display_name":"direct-to-consumer advertising","score":0.8700000047683716},{"id":"https://openalex.org/keywords/healthcare-workers","display_name":"healthcare workers","score":0.9089999794960022},{"id":"https://openalex.org/keywords/social-media-campaigns","display_name":"social media campaigns","score":0.7519999742507935},{"id":"https://openalex.org/keywords/search-engine-optimization","display_name":"search engine optimization","score":0.9629999995231628},{"id":"https://openalex.org/keywords/ai-generated-content","display_name":"AI-generated content","score":0.9070000052452087},{"id":"https://openalex.org/keywords/data-privacy","display_name":"data privacy","score":0.9850000143051147},{"id":"https://openalex.org/keywords/pharmaceutical-advertising-regulation","display_name":"drug advertising regulation","score":0.7170000076293945},{"id":"https://openalex.org/keywords/pfizer","display_name":"Pfizer","score":0.5659999847412109},{"id":"https://openalex.org/keywords/novartis","display_name":"Novartis","score":1.0},{"id":"https://openalex.org/keywords/johnson-johnson","display_name":"Johnson & Johnson","score":1.0}],"concepts":[{"id":"https://openalex.org/C144133560","wikidata":"https://www.wikidata.org/wiki/Q4830453","display_name":"Business","level":0,"score":0.6488000154495239},{"id":"https://openalex.org/C162853370","wikidata":"https://www.wikidata.org/wiki/Q39809","display_name":"Marketing","level":1,"score":0.5748999714851379},{"id":"https://openalex.org/C2781419290","wikidata":"https://www.wikidata.org/wiki/Q5254772","display_name":"Pharmaceutical marketing","level":3,"score":0.5604000091552734},{"id":"https://openalex.org/C98495876","wikidata":"https://www.wikidata.org/wiki/Q1323528","display_name":"Digital marketing","level":2,"score":0.4909000098705292},{"id":"https://openalex.org/C518677369","wikidata":"https://www.wikidata.org/wiki/Q202833","display_name":"Social media","level":2,"score":0.4672999978065491},{"id":"https://openalex.org/C160735492","wikidata":"https://www.wikidata.org/wiki/Q31207","display_name":"Health care","level":2,"score":0.4551999866962433},{"id":"https://openalex.org/C39549134","wikidata":"https://www.wikidata.org/wiki/Q133080","display_name":"Public relations","level":1,"score":0.4424000084400177},{"id":"https://openalex.org/C2779652045","wikidata":"https://www.wikidata.org/wiki/Q507443","display_name":"Pharmaceutical industry","level":2,"score":0.3871000111103058},{"id":"https://openalex.org/C48891531","wikidata":"https://www.wikidata.org/wiki/Q1141436","display_name":"Marketing research","level":2,"score":0.3465000092983246},{"id":"https://openalex.org/C56739046","wikidata":"https://www.wikidata.org/wiki/Q192060","display_name":"Knowledge management","level":1,"score":0.3447999954223633},{"id":"https://openalex.org/C3019806175","wikidata":"https://www.wikidata.org/wiki/Q11974939","display_name":"Health professionals","level":3,"score":0.33340001106262207},{"id":"https://openalex.org/C26011011","wikidata":"https://www.wikidata.org/wiki/Q6030243","display_name":"Influencer marketing","level":4,"score":0.32600000500679016},{"id":"https://openalex.org/C93032411","wikidata":"https://www.wikidata.org/wiki/Q1363963","display_name":"Marketing strategy","level":2,"score":0.29670000076293945},{"id":"https://openalex.org/C184356942","wikidata":"https://www.wikidata.org/wiki/Q830382","display_name":"Best practice","level":2,"score":0.29179999232292175},{"id":"https://openalex.org/C110875604","wikidata":"https://www.wikidata.org/wiki/Q75","display_name":"The Internet","level":2,"score":0.27160000801086426},{"id":"https://openalex.org/C126082660","wikidata":"https://www.wikidata.org/wiki/Q4252370","display_name":"Digital transformation","level":2,"score":0.27070000767707825},{"id":"https://openalex.org/C2780433410","wikidata":"https://www.wikidata.org/wiki/Q5276090","display_name":"Digital health","level":3,"score":0.2637999951839447},{"id":"https://openalex.org/C178218473","wikidata":"https://www.wikidata.org/wiki/Q180711","display_name":"Search engine optimization","level":3,"score":0.25360000133514404}],"mesh":[],"locations_count":2,"locations":[{"id":"doi:10.56770/ims2026323","doi":"https://doi.org/10.56770/ims2026323","is_oa":true,"landing_page_url":"https://doi.org/10.56770/ims2026323","pdf_url":"https://ammanif.com/journal/ims/index.php/home/article/download/107/61","source":{"id":"https://openalex.org/S5407051189","display_name":"Integration of Mankind and Society","issn_l":"3105-3920","issn":["3105-3920"],"is_oa":true,"is_in_doaj":true,"is_core":false,"listed_in":["doaj"],"host_organization":null,"host_organization_name":null,"host_organization_lineage":[],"host_organization_lineage_names":[],"type":"journal"},"license":"cc-by","license_id":"https://openalex.org/licenses/cc-by","version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"Integration of Mankind and Society","raw_type":"journal-article"},{"id":"pmh:oai:doaj.org/article:4b26b83ff21242b581b4fa935ebc1836","doi":null,"is_oa":false,"landing_page_url":"https://doaj.org/article/4b26b83ff21242b581b4fa935ebc1836","pdf_url":null,"source":{"id":"https://openalex.org/S4306401280","display_name":"DOAJ (DOAJ: Directory of Open Access Journals)","issn_l":null,"issn":null,"is_oa":false,"is_in_doaj":false,"is_core":false,"listed_in":[],"host_organization":null,"host_organization_name":null,"host_organization_lineage":[],"host_organization_lineage_names":[],"type":"repository"},"license":null,"license_id":null,"version":"submittedVersion","is_accepted":false,"is_published":false,"raw_source_name":"Integration of Mankind and Society, Vol 3, Iss 2 (2026)","raw_type":"article"}],"best_oa_location":{"id":"doi:10.56770/ims2026323","doi":"https://doi.org/10.56770/ims2026323","is_oa":true,"landing_page_url":"https://doi.org/10.56770/ims2026323","pdf_url":"https://ammanif.com/journal/ims/index.php/home/article/download/107/61","source":{"id":"https://openalex.org/S5407051189","display_name":"Integration of Mankind and Society","issn_l":"3105-3920","issn":["3105-3920"],"is_oa":true,"is_in_doaj":true,"is_core":false,"listed_in":["doaj"],"host_organization":null,"host_organization_name":null,"host_organization_lineage":[],"host_organization_lineage_names":[],"type":"journal"},"license":"cc-by","license_id":"https://openalex.org/licenses/cc-by","version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"Integration of Mankind and Society","raw_type":"journal-article"},"sustainable_development_goals":[{"display_name":"Good health and well-being","score":0.46810001134872437,"id":"https://metadata.un.org/sdg/3"}],"study_designs":[],"awards":[],"funders":[],"has_content":{"pdf":true,"grobid_xml":true},"content_urls":{"pdf":"https://content.openalex.org/works/W7203825933.pdf","grobid_xml":"https://content.openalex.org/works/W7203825933.grobid-xml"},"referenced_works_count":8,"referenced_works":["https://openalex.org/W1980467129","https://openalex.org/W2020065165","https://openalex.org/W2097792209","https://openalex.org/W2113056686","https://openalex.org/W2135498674","https://openalex.org/W2528364604","https://openalex.org/W2608787033","https://openalex.org/W4413743801"],"related_works":["https://openalex.org/W7124747399","https://openalex.org/W4391904762","https://openalex.org/W4417356142","https://openalex.org/W7160965849","https://openalex.org/W7124868742","https://openalex.org/W4414895031","https://openalex.org/W7106236118","https://openalex.org/W7168376786","https://openalex.org/W4412780151","https://openalex.org/W6893096601"],"abstract_inverted_index":{"By":[0],"offering":[1],"creative":[2],"ways":[3],"to":[4,78],"communicate":[5],"with":[6],"patients":[7],"and":[8,29,46,49,62,74,82,94],"healthcare":[9,47],"professionals":[10],"(HCPs),":[11],"digital":[12,97],"marketing":[13,36,98],"has":[14,40],"completely":[15],"transformed":[16],"the":[17,92,100],"pharmaceutical":[18,44,101],"sector.":[19],"Digital":[20],"tools":[21],"like":[22],"search":[23],"engine":[24],"optimization,":[25],"social":[26],"media":[27],"campaigns,":[28],"AI-generated":[30],"tailored":[31],"content":[32],"have":[33],"supplanted":[34],"traditional":[35],"strategies.":[37],"This":[38],"shift":[39],"improved":[41],"contact":[42],"between":[43],"companies":[45],"providers":[48],"strengthened":[50],"direct-to-consumer":[51],"(DTC)":[52],"advertising.":[53],"However,":[54],"obstacles":[55],"including":[56],"data":[57],"privacy":[58],"concerns,":[59],"legal":[60],"restrictions,":[61],"moral":[63],"dilemmas":[64],"accompany":[65],"these":[66],"developments.":[67],"Using":[68],"case":[69],"studies":[70],"from":[71],"Pfizer,":[72],"Novartis,":[73],"Johnson":[75,77],"&":[76],"highlight":[79],"best":[80],"practices":[81],"emerging":[83],"trends":[84],"in":[85,99],"this":[86,89],"dynamic":[87],"field,":[88],"study":[90],"explores":[91],"opportunities":[93],"difficulties":[95],"of":[96],"industry.":[102]},"counts_by_year":[],"updated_date":"2026-11-04T10:54:05.112534","created_date":"2026-08-21T00:00:00"}
