{"id":"https://openalex.org/W7221441073","doi":"https://doi.org/10.33620/fc.2173-9218.2026.33","title":"Social Marketing Strategies in the Pharmaceutical Industry, Characteristics and Impact; a scoping review","display_name":"Social Marketing Strategies in the Pharmaceutical Industry, Characteristics and Impact; a scoping review","publication_year":2026,"publication_date":"2026-10-11","ids":{"openalex":"https://openalex.org/W7221441073","doi":"https://doi.org/10.33620/fc.2173-9218.2026.33","pmid":"https://pubmed.ncbi.nlm.nih.gov/42908580","pmcid":"https://www.ncbi.nlm.nih.gov/pmc/articles/13654083"},"language":"en","primary_location":{"id":"doi:10.33620/fc.2173-9218.2026.33","doi":"https://doi.org/10.33620/fc.2173-9218.2026.33","is_oa":true,"landing_page_url":"https://doi.org/10.33620/fc.2173-9218.2026.33","pdf_url":"https://www.farmaceuticoscomunitarios.org/en/system/files/journals/4016/articles/fc18-04-05-eng.pdf","source":{"id":"https://openalex.org/S4210174868","display_name":"Farmac\u00e9uticos Comunitarios","issn_l":"1885-8619","issn":["1885-8619","2173-9218","2174-8969"],"is_oa":true,"is_in_doaj":true,"is_core":false,"listed_in":["ddh","doaj","latindex","medline","poland-20","russia-white-list-4"],"host_organization":"https://openalex.org/P4310321716","host_organization_name":"SEFAC","host_organization_lineage":["https://openalex.org/P4310321716"],"host_organization_lineage_names":["SEFAC"],"type":"journal"},"license":"cc-by-nc","license_id":"https://openalex.org/licenses/cc-by-nc","version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"Farmac\u00e9uticos Comunitarios","raw_type":"journal-article"},"volume":null,"type":"review","is_traditional":true,"indexed_in":["crossref","doaj","pubmed"],"open_access":{"is_oa":true,"oa_status":"diamond","oa_url":"https://www.farmaceuticoscomunitarios.org/en/system/files/journals/4016/articles/fc18-04-05-eng.pdf","any_repository_has_fulltext":true},"authorships":[{"author_position":"first","author":{"id":"https://openalex.org/A5137498144","display_name":"Ludwing Bernart Carreno Patino","orcid":"https://orcid.org/0000-0001-5684-5895","observed_orcids":["https://orcid.org/0000-0001-5684-5895"]},"institutions":[{"id":"https://openalex.org/I4210132513","display_name":"Universidad FUCS","ror":"https://ror.org/02yr3f298","country_code":"CO","type":"education","lineage":["https://openalex.org/I4210132513"]}],"countries":["CO"],"is_corresponding":true,"raw_author_name":"Ludwing Bernart Carre\u00f1o-Pati\u00f1o","raw_affiliation_strings":["FUCS University"],"raw_orcid":"https://orcid.org/0000-0001-5684-5895","affiliations":[{"raw_affiliation_string":"FUCS University","institution_ids":["https://openalex.org/I4210132513"]}]},{"author_position":"middle","author":{"id":"https://openalex.org/A5158393234","display_name":"Estefany Isabel Menco-Goenaga","orcid":"https://orcid.org/0009-0009-4605-5449","observed_orcids":["https://orcid.org/0009-0009-4605-5449"]},"institutions":[{"id":"https://openalex.org/I4210132513","display_name":"Universidad FUCS","ror":"https://ror.org/02yr3f298","country_code":"CO","type":"education","lineage":["https://openalex.org/I4210132513"]}],"countries":["CO"],"is_corresponding":false,"raw_author_name":"Estefany Isabel Menco-Goenaga","raw_affiliation_strings":["FUCS University"],"raw_orcid":"https://orcid.org/0009-0009-4605-5449","affiliations":[{"raw_affiliation_string":"FUCS University","institution_ids":["https://openalex.org/I4210132513"]}]},{"author_position":"last","author":{"id":"https://openalex.org/A5158282208","display_name":"Rub\u00e9n Dar\u00edo Cepeda-Obreg\u00f3n","orcid":"https://orcid.org/0009-0009-3865-8231","observed_orcids":["https://orcid.org/0009-0009-3865-8231"]},"institutions":[{"id":"https://openalex.org/I4210132513","display_name":"Universidad FUCS","ror":"https://ror.org/02yr3f298","country_code":"CO","type":"education","lineage":["https://openalex.org/I4210132513"]}],"countries":["CO"],"is_corresponding":false,"raw_author_name":"Rub\u00e9n Dar\u00edo Cepeda-Obreg\u00f3n","raw_affiliation_strings":["FUCS University"],"raw_orcid":"https://orcid.org/0009-0009-3865-8231","affiliations":[{"raw_affiliation_string":"FUCS University","institution_ids":["https://openalex.org/I4210132513"]}]}],"institutions":[],"countries_distinct_count":1,"institutions_distinct_count":1,"corresponding_author_ids":["https://openalex.org/A5137498144"],"corresponding_institution_ids":["https://openalex.org/I4210132513"],"apc_list":null,"apc_paid":null,"fwci":0.0,"has_fulltext":true,"cited_by_count":0,"citation_normalized_percentile":{"value":0.62135922,"is_in_top_1_percent":false,"is_in_top_10_percent":false},"cited_by_percentile_year":null,"biblio":{"volume":"18","issue":"4","first_page":"e273","last_page":"e273"},"is_retracted":false,"is_paratext":false,"is_xpac":false,"primary_topic":{"id":"https://openalex.org/T11649","display_name":"Pharmaceutical industry and healthcare","score":0.8925999999046326,"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"}},"topics":[{"id":"https://openalex.org/T11649","display_name":"Pharmaceutical industry and healthcare","score":0.8925999999046326,"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/T13355","display_name":"Marketing and Advertising Strategies","score":0.04010000079870224,"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/T11792","display_name":"Pharmaceutical Economics and Policy","score":0.020099999383091927,"subfield":{"id":"https://openalex.org/subfields/2002","display_name":"Economics and Econometrics"},"field":{"id":"https://openalex.org/fields/20","display_name":"Economics, Econometrics and Finance"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}}],"keywords":[{"id":"https://openalex.org/keywords/social-marketing","display_name":"social marketing","score":0.9760000109672546},{"id":"https://openalex.org/keywords/pharmaceutical-industry","display_name":"pharmaceutical industry","score":0.9919999837875366},{"id":"https://openalex.org/keywords/pharmaceutical-marketing-strategy","display_name":"pharmaceutical marketing strategy","score":0.6330000162124634},{"id":"https://openalex.org/keywords/pharmaceutical-marketing","display_name":"pharmaceutical marketing","score":0.5090000033378601},{"id":"https://openalex.org/keywords/health-communication","display_name":"health communication","score":0.42500001192092896}],"concepts":[{"id":"https://openalex.org/C144133560","wikidata":"https://www.wikidata.org/wiki/Q4830453","display_name":"Business","level":0,"score":0.5906000137329102},{"id":"https://openalex.org/C162853370","wikidata":"https://www.wikidata.org/wiki/Q39809","display_name":"Marketing","level":1,"score":0.5554999709129333},{"id":"https://openalex.org/C39549134","wikidata":"https://www.wikidata.org/wiki/Q133080","display_name":"Public relations","level":1,"score":0.44830000400543213},{"id":"https://openalex.org/C56739046","wikidata":"https://www.wikidata.org/wiki/Q192060","display_name":"Knowledge management","level":1,"score":0.35179999470710754},{"id":"https://openalex.org/C2777754422","wikidata":"https://www.wikidata.org/wiki/Q17081927","display_name":"Social marketing","level":2,"score":0.34439998865127563},{"id":"https://openalex.org/C2779343474","wikidata":"https://www.wikidata.org/wiki/Q3109175","display_name":"Context (archaeology)","level":2,"score":0.2736999988555908},{"id":"https://openalex.org/C48891531","wikidata":"https://www.wikidata.org/wiki/Q1141436","display_name":"Marketing research","level":2,"score":0.26669999957084656},{"id":"https://openalex.org/C2776349024","wikidata":"https://www.wikidata.org/wiki/Q11766564","display_name":"Macromarketing","level":2,"score":0.260699987411499},{"id":"https://openalex.org/C26517878","wikidata":"https://www.wikidata.org/wiki/Q228039","display_name":"Key (lock)","level":2,"score":0.259799987077713},{"id":"https://openalex.org/C2778137410","wikidata":"https://www.wikidata.org/wiki/Q2732820","display_name":"Government (linguistics)","level":2,"score":0.2533000111579895},{"id":"https://openalex.org/C190248442","wikidata":"https://www.wikidata.org/wiki/Q839486","display_name":"Qualitative research","level":2,"score":0.2513999938964844}],"mesh":[{"descriptor_ui":"D004345","descriptor_name":"Drug Industry","qualifier_ui":"Q000941","qualifier_name":"ethics","is_major_topic":true},{"descriptor_ui":"D006801","descriptor_name":"Humans","qualifier_ui":null,"qualifier_name":null,"is_major_topic":false},{"descriptor_ui":"D012941","descriptor_name":"Social Responsibility","qualifier_ui":null,"qualifier_name":null,"is_major_topic":false},{"descriptor_ui":"D040241","descriptor_name":"Social Marketing","qualifier_ui":null,"qualifier_name":null,"is_major_topic":true}],"locations_count":4,"locations":[{"id":"doi:10.33620/fc.2173-9218.2026.33","doi":"https://doi.org/10.33620/fc.2173-9218.2026.33","is_oa":true,"landing_page_url":"https://doi.org/10.33620/fc.2173-9218.2026.33","pdf_url":"https://www.farmaceuticoscomunitarios.org/en/system/files/journals/4016/articles/fc18-04-05-eng.pdf","source":{"id":"https://openalex.org/S4210174868","display_name":"Farmac\u00e9uticos Comunitarios","issn_l":"1885-8619","issn":["1885-8619","2173-9218","2174-8969"],"is_oa":true,"is_in_doaj":true,"is_core":false,"listed_in":["ddh","doaj","latindex","medline","poland-20","russia-white-list-4"],"host_organization":"https://openalex.org/P4310321716","host_organization_name":"SEFAC","host_organization_lineage":["https://openalex.org/P4310321716"],"host_organization_lineage_names":["SEFAC"],"type":"journal"},"license":"cc-by-nc","license_id":"https://openalex.org/licenses/cc-by-nc","version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"Farmac\u00e9uticos Comunitarios","raw_type":"journal-article"},{"id":"pmh:oai:pubmedcentral.nih.gov:13654083","doi":null,"is_oa":true,"landing_page_url":"https://pmc.ncbi.nlm.nih.gov/articles/PMC13654083/","pdf_url":"https://pmc.ncbi.nlm.nih.gov/articles/PMC13654083/pdf/FC18-04-05.pdf","source":{"id":"https://openalex.org/S2764455111","display_name":"PubMed Central","issn_l":null,"issn":null,"is_oa":true,"is_in_doaj":false,"is_core":false,"listed_in":[],"host_organization":"https://openalex.org/I1299303238","host_organization_name":"National Institutes of Health","host_organization_lineage":["https://openalex.org/I1299303238"],"host_organization_lineage_names":[],"type":"repository"},"license":"cc-by-nc","license_id":"https://openalex.org/licenses/cc-by-nc","version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"Farm Comunitarios","raw_type":"Text"},{"id":"pmid:42908580","doi":null,"is_oa":false,"landing_page_url":"https://pubmed.ncbi.nlm.nih.gov/42908580","pdf_url":null,"source":{"id":"https://openalex.org/S4306525036","display_name":"PubMed","issn_l":null,"issn":null,"is_oa":false,"is_in_doaj":false,"is_core":false,"listed_in":[],"host_organization":"https://openalex.org/I1299303238","host_organization_name":"National Institutes of Health","host_organization_lineage":["https://openalex.org/I1299303238"],"host_organization_lineage_names":[],"type":"repository"},"license":null,"license_id":null,"version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"Farmaceuticos comunitarios","raw_type":"Journal Article"},{"id":"pmh:oai:doaj.org/article:bd781c91d03b4c23bf821912092f0a29","doi":null,"is_oa":false,"landing_page_url":"https://doaj.org/article/bd781c91d03b4c23bf821912092f0a29","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":"Farmac\u00e9uticos Comunitarios, Vol 18, Iss 4, Pp e273-e273 (2026)","raw_type":"article"}],"best_oa_location":{"id":"doi:10.33620/fc.2173-9218.2026.33","doi":"https://doi.org/10.33620/fc.2173-9218.2026.33","is_oa":true,"landing_page_url":"https://doi.org/10.33620/fc.2173-9218.2026.33","pdf_url":"https://www.farmaceuticoscomunitarios.org/en/system/files/journals/4016/articles/fc18-04-05-eng.pdf","source":{"id":"https://openalex.org/S4210174868","display_name":"Farmac\u00e9uticos Comunitarios","issn_l":"1885-8619","issn":["1885-8619","2173-9218","2174-8969"],"is_oa":true,"is_in_doaj":true,"is_core":false,"listed_in":["ddh","doaj","latindex","medline","poland-20","russia-white-list-4"],"host_organization":"https://openalex.org/P4310321716","host_organization_name":"SEFAC","host_organization_lineage":["https://openalex.org/P4310321716"],"host_organization_lineage_names":["SEFAC"],"type":"journal"},"license":"cc-by-nc","license_id":"https://openalex.org/licenses/cc-by-nc","version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"Farmac\u00e9uticos Comunitarios","raw_type":"journal-article"},"sustainable_development_goals":[{"display_name":"Good health and well-being","score":0.5683000087738037,"id":"https://metadata.un.org/sdg/3"}],"study_designs":[{"display_name":"Systematic Review","id":"https://openalex.org/study-designs/systematic-review"}],"awards":[],"funders":[{"id":"https://openalex.org/F4320326801","display_name":"Eidgen\u00f6ssisches Nuklearsicherheitsinspektorat","ror":"https://ror.org/02npm8404"}],"has_content":{"grobid_xml":true,"pdf":true},"content_urls":{"pdf":"https://content.openalex.org/works/W7221441073.pdf","grobid_xml":"https://content.openalex.org/works/W7221441073.grobid-xml"},"referenced_works_count":27,"referenced_works":["https://openalex.org/W1987950307","https://openalex.org/W2044423991","https://openalex.org/W2085437190","https://openalex.org/W2143785588","https://openalex.org/W2620654606","https://openalex.org/W2921084507","https://openalex.org/W3046281849","https://openalex.org/W3112321424","https://openalex.org/W3129628575","https://openalex.org/W3168461482","https://openalex.org/W3173880098","https://openalex.org/W3216040414","https://openalex.org/W4200064404","https://openalex.org/W4220959955","https://openalex.org/W4225375732","https://openalex.org/W4285820403","https://openalex.org/W4296290332","https://openalex.org/W4313893677","https://openalex.org/W4323316800","https://openalex.org/W4367181630","https://openalex.org/W4385278176","https://openalex.org/W4387428685","https://openalex.org/W4387504251","https://openalex.org/W4392666024","https://openalex.org/W4399585824","https://openalex.org/W4403084320","https://openalex.org/W4405465800"],"related_works":["https://openalex.org/W7223419282","https://openalex.org/W578544643","https://openalex.org/W2602597559","https://openalex.org/W4323650812","https://openalex.org/W2133751414","https://openalex.org/W7159808088","https://openalex.org/W7117300199","https://openalex.org/W7168376786","https://openalex.org/W3198694173","https://openalex.org/W6968506414"],"abstract_inverted_index":{"Objective:":[0],"To":[1],"describe":[2],"the":[3,9,34,54,96,100,139,146,200],"social":[4,115,157,166,204],"marketing":[5,110,167],"strategies":[6,154,168],"implemented":[7],"by":[8],"pharmaceutical":[10,164],"industry":[11],"and":[12,19,45,49,75,111,118,123,125,128,187,203],"their":[13,86],"potential":[14],"impact":[15],"on":[16],"consumer":[17],"behavior":[18],"access":[20,129,142],"to":[21,130,143,155,179],"medicines,":[22],"through":[23],"a":[24],"scoping":[25,29],"review.":[26],"Methods:":[27],"A":[28,132],"review":[30],"was":[31,136],"conducted":[32],"following":[33],"PRISMA-ScR":[35],"guidelines.":[36],"For":[37],"data":[38],"collection,":[39],"scientific":[40],"articles":[41],"published":[42,78],"between":[43],"2006":[44],"2025":[46],"in":[47,79,99,195],"English":[48],"Spanish":[50],"were":[51,71,83],"selected":[52],"using":[53],"PCC":[55],"criteria":[56],"(Population,":[57],"Concept,":[58],"Context),":[59],"which":[60,151],"are":[61,152],"recommended":[62],"for":[63],"this":[64],"type":[65],"of":[66,95,106,141,148],"research.":[67],"The":[68,163,191],"databases":[69],"consulted":[70],"SciELO,":[72],"Google":[73],"Scholar,":[74],"PubMed.":[76],"Articles":[77],"peer-reviewed":[80],"academic":[81],"journals":[82],"included":[84],"if":[85],"title,":[87],"abstract,":[88],"or":[89],"keywords":[90],"contained":[91],"at":[92],"least":[93],"one":[94],"descriptors":[97],"used":[98],"search":[101],"equation.":[102],"Results:":[103],"Four":[104],"categories":[105,181],"analysis":[107],"emerged:":[108],"1)":[109],"positioning,":[112],"2)":[113],"corporate":[114,177],"responsibility,":[116],"communication,":[117],"ethics,":[119,184],"3)":[120],"digital":[121,185],"transformation":[122],"innovation,":[124],"4)":[126],"pharmacy":[127],"medicines.":[131],"critical":[133],"inflection":[134],"point":[135],"identified,":[137],"highlighting":[138],"intersection":[140],"medicines":[144],"with":[145,159,199],"role":[147],"community":[149],"pharmacies,":[150],"implementing":[153],"balance":[156],"commitments":[158],"commercial":[160],"objectives.":[161],"Conclusions:":[162],"industry's":[165],"can":[169],"be":[170],"multidimensional.":[171],"They":[172],"have":[173],"evolved":[174],"from":[175],"traditional":[176],"positioning":[178],"emerging":[180],"that":[182],"integrate":[183],"transformation,":[186],"public":[188],"health":[189,202],"innovation.":[190],"current":[192],"challenge":[193],"lies":[194],"balancing":[196],"business":[197],"viability":[198],"population's":[201],"needs.":[205]},"counts_by_year":[],"updated_date":"2026-11-04T10:54:05.112534","created_date":"2026-10-12T00:00:00"}