ONLINE INSTRUMENTS USED IN PHARMACEUTICAL MARKETING
ANDRA-VICTORIA RADU1*, ALEXANDRU VIRGIL TASCU2, IVONA STOICA3, ANAMARIA CATALINA RADU2, VICTOR LORIN PURCAREA1
1“Carol Davila” University of Medicine and Pharmacy, 8 Eroii Sanitari Boulevard, 050474, Bucharest, Romania
2Bucharest University of Economic Studies, Faculty of Marketing, 6 Romană Square, District 1, 010374, Bucharest, Romania
3“Dimitrie Cantemir” Christian University, Faculty of Marketing, 176 Splaiul Unirii, 030134, Bucharest, Romania
*corresponding author: andra352002@yahoo.com
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Abstract:
Internet and IT&C (information and communications technologies) such Web, multimedia are transforming the
pharmaceutical market in a continuously developing dynamic market. In relation to the intended goals, the online marketing
plan may consist in online advertising, direct e-mail, designing websites and e-distribution applications usage, also
considering a particular characteristic of this field, in the sense that, the pharmaceutical industry does not produce drugs that
can be picked out by the patients as they like, in this case, the decision to purchase being influenced by several factors.
Google AdWords is a tool which allows companies to advertise on Google and on its partner website network. But, besides
SEO (Search Engine Optimization) and AdWords, there are also other topical techniques by which a pharmaceutical product
can be promoted online.

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