Influence of Digital Marketing Strategies on Pharmacy Customer Engagement
DOI:
https://doi.org/10.63345/Keywords:
Digital marketing, Pharmacy customer, Engagement, SEO, Social media marketing, Content personalization, Loyalty programs, Omnichannel marketing, Healthcare retail, Author Name, Scopus, Springer, Journal Name, Wissira, Journal Short Form, Wissira Press, Wissira Research Lab, Research Gate, SSRN, ISSN, Academia, UGC Care, PubMed, WOSAbstract
The digital transformation of the pharmaceutical retail sector has redefined customer engagement through the adoption of innovative digital marketing strategies. This study explores how targeted digital marketing initiatives—including search engine optimization (SEO), content marketing, social media campaigns, email outreach, and personalized promotions—affect customer engagement levels in both physical and online pharmacy settings. Using a mixedmethods research approach, quantitative data from 425 pharmacy customers and qualitative insights from 15 pharmacy marketing managers were analyzed. The findings indicate that personalized campaigns and omnichannel integration significantly enhance customer loyalty, increase repeat purchases, and improve customer satisfaction scores. Social media engagement was found to be the most influential factor in attracting younger demographics, while email and loyalty program integration proved effective for older consumers. The study proposes a framework for pharmacy businesses to maximize digital engagement by aligning content relevance,communication frequency, and personalization with customer needs. This research contributes to the growing discourse on digital transformation in healthcare retail by offering evidence-based recommendations for sustainable customer engagement strategies.
