The effect of digital promotion activities in the pharmaceutical sector on product awareness and preference behavior of physicians: a case study in Adıyaman and Şanlıurfa provinces

In the present study, the opinions of the physicians about the effects of the digital promotional tools used in the product promotion of the Turkish pharmaceutical sector on product awareness and product preference were searched using qualitative research methods. The working group of the study has created specialist doctors who are working in official and special hospitals of Adıyaman and Şanlıurfa and who are presenting products through digital promotion tools (e-conferences, e-mail, membership to web sites etc.). In the study, 22-item semi-structured interview form developed by the researcher was used to determine the opinions of the physicians. In the interview form, the opinions and suggestions of the physicians about the product awareness and preference of the digital promotional tools were searched with the help of open-ended, alternative and detailed questions. We interviewed 19 people using in-depth interview method. A total of 1434 minutes of negotiations were recorded. In addition to the interviews, the documents related to the subject were examined and the data obtained were analyzed by content analysis method. In conclusion, it has been stated that 75% of the opinion of the physicians is positive about the product awareness and preference effects of the digital promotional tools used in the promotion of the product (drug), and 25% of them have a negative effect on product awareness and preference. Keywords: Digital promotional tools, digital presentation on drug, preference threshold, product awareness, product preference.