Essays on Digital Marketing and Commerce - Pharmaceuticals and Clinical Settings in Dubai Case Study

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The paper "Digital Marketing and Commerce - Pharmaceuticals and Clinical Settings in Dubai " is a perfect example of a marketing case study.   E-marketing is emerging as an integral part of business strategies that most companies and institutions are using to create a competitive edge over their rivals. Pharmaceutical and clinical setting in Dubai is also embracing e-marketing technology due to the increased number of stakeholders setting up IT platforms in Dubai in recent decades. Many consumers have as well embraced technology contributing to the popularity of e-marketing concept in business. E-marketing, as well as traditional marketing, are used in parallel in the health sector.

Nevertheless, with e-marketing, the level of customer interaction has increased through various platforms such as emails, social media and companies’ websites as evidenced from Four Seasons Pharmacy. Consumers have gained more power and now participate in decision-making through their comments and opinion. The discussion further deliberates on e-marketing in the healthcare industry in Dubai; it covers on trends, strategies, impacts and challenges of e-marketing. It as well provides recommendations on the way forward in marketing as a strategy in doing business in pharmacy and clinical settings in Dubai. Outline Introduction- Concept of e-marketing Background information on Pharmaceuticals and Clinical Settings in Dubai Customer interaction through the internet in Dubai Trends likely to shape the future of e-marketing in pharmaceuticals and clinical setting Impacts of e-marketing on pharmaceuticals and clinical setting in Dubai The challenges of e-marketing of pharmaceutical products and services in Dubai Different strategies used in e-marketing in pharmaceutical and clinical setting in Dubai Different strategies used in e-marketing Recommendations Conclusion References Introduction- Concept of e-marketing Advancement of technology has had a great impact on business transactions across the world.

Technology especially digital technology has contributed to many changes on how people conduct business. Digital platforms such as the internet have expanded the field of business contributing to globalization. Due to technological advancement, many businesses have moved from traditional marketing to e-marketing by transforming their marketing strategies. Like all other parts of the world, the business community in the United Arab Emirates Dubai included is aligning their strategies in line with the numerous changes in the technological world. Dubai is one of the most important business hubs in the Middle East hence, a point of attention to the IT industry because of its economic and geographical conditions as well as its first development rate.

E-marketing has gained a lot of approval in many businesses because of the value it created by increasing profitability. The paper focuses on the use of traditional marketing as well as e-marketing in pharmaceuticals and clinical settings in Dubai. It as well explores many other strategies and aspects in e-marketing in this geographical location. Background information on Pharmaceuticals and Clinical Settings in Dubai For many years, the health industry has remained one of the most critical sectors in most countries.

The health industry in Dubai has continued to evolve over the years with many players embracing technology as part of their marketing strategy as a way of remaining competitive in the market. Dubai is a thriving business hub in the Middle East as well as the IT target center hub. Many IT firms have already chosen the city as the Middle East regional headquarter for IT (Tasabehji, 2000). Many people are embracing technology in the city as more than 95 percent of the firms recognize and appreciate the internet as one of the viable marketing tool (Darby, James & Ghada, 2003).

Therefore, in this context, it is essential to explore on the potential effects of e-marketing trend on the health industry, its use in conjunction with the traditional marketing as well as the changes and opportunities of e-marketing business model.

References

Darby, R., Jones, J. & Al Madani, G. (2003). E-commerce marketing: fad or fiction? Management competency in mastering emerging technology, An international case analysis in the UAE. Logistics Information Management, 16 (2): 106 - 113.

Dave, C. (2007). Advantages and Disadvantages of Email Marketing, Dave Chaffey's Internet marketing & E-marketing Blog 2007. Retrieved from: http://www.davechaffey.com/presentations

Four Seasons Pharmacy. (2014). About us. Retrieved from: http://www.fspharma.com/shop- online/

Komenar M. (1997). Electronic Marketing, John Wiley & Sons, New York, NY.

Levy, S. (1996). Breathing Is Also Addictive, Newsweek, December 30, pp. 52-53.

Life Healthcare Group. (2014). About us. Retrieved from: http://www.life-me.com/

Lindgreen, A., Hingley, M., & Antioco, M. (2011). Value Marketing in the Health Care Industry. Journal of Marketing Management, 27(3/4): 199-206.

Smith, P., & Chaffey, D. (2005). E-Marketing excellence: at the heart of e-Business. Butterworth Heinemann, Oxford, UK, 2nd edition

Tassabehji, R. (2000). E-Commerce in Dubai: Realities and Impediments, Electronic Markets, 10 (1/2): 144-145.

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