The Development of Digital Marketing Communication Guidelines for Consumers of Pharmaceutical Business from Design Thinking Process
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Abstract
Digital marketing communications to consumers from the pharmaceutical business are strictly regulated by government authorities by pre-release approval, but there were a lot of violations from no pre-approved communication or information provision to acquire drug sales, so this research studied problems and obstacles and develop the digital marketing communication guidelines for consumers for the pharmaceutical business from the design thinking process. This research applied a qualitative research through in-depth interviews, the samples were 3 groups of relevant stakeholders with digital pharmaceutical marketing communication; pharmaceutical ethics regulators, drug information searchers (both consumers and health professionals), and digital marketers of the pharmaceutical business, a total of 53 informants. Data analysis used the content analysis to conclude the problems and obstacles of each group for developing the digital marketing communication guidelines in expert ideation. The results found ethical regulators are faced with heavy workloads, complex tasks, and need for changing the law responding to digital marketing, consumers lacked reliable information sources and need to consult with healthcare professionals, Healthcare professionals and ethics regulators concerned for consumer safety whereas marketers encountered content restrictions and long permission periods. Therefore, the research proposes that the development of digital marketing communication approach of the pharmaceutical business from design thinking consists of changing of regulatory approach and related laws, drug information source establishment and the development of digital marketing communication standards and ethics. The sample group agreed with the proposed guidelines. These research results were suggested to government agencies, professional association and pharmaceutical business to plan for digital marketing policy further.
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