Multichannel engagement and digital marketing at Sanofi: the first mover in pharmaceutical industry in Bangladesh during covid-19

Abstract

The pharmaceutical Industry of Bangladesh is one of the fastest growing business which carries a major contribution for the fulfillment of local demand of people and exporting medicines outside. Local Pharmaceutical Companies developing continuously and gained the leading market presence within the country. However, Multi-National Companies are incessantly coming up with new innovation regarding their products and market strategies for gaining more market share. Being a global company, operating in 100 countries worldwide, Sanofi has their presence in Bangladesh for more than 60 years. Sanofi is operating in a highly competitive market. The competition is more challenging for Sanofi as they have a very strong ethical boundaries worldwide which they are also following in Bangladesh. Sanofi is fully Rx (Prescription) based company not sells based. So, maintaining a very strong and ethical relationship with doctors or the prescribers is a major part of operating their business. Following the global trend of Sanofi worldwide, Sanofi started to plan and implement MultiChannel Engagement and Digital innovation in Bangladesh very early compare to local competitors. This paper discusses the MCE and Digital Marketing during the covid-19 pandemic situation and the first mover advantage that Sanofi gets in this situation. The pharma marketing has become difficult now a days as the doctors are not allowing the medical representatives to visit chambers always, allowing to promote products for a very few moments, even sometimes the person visiting a doctor has not adequate knowledge or cannot provide the information that the doctor is looking for. Considering all these factors and technological advantage Sanofi started communicating with the doctors through different online and offline channels. During this covid-19 outbreak, it was a very good move for them to use digital platforms for communicating with the doctors. With the advancement of information sharing platforms, they can remain connected with doctors. As the pharmaceutical market is very competitive, where local companies have a very strong position, execution of this MCE was a very strong move or fight back for Sanofi, as they were the first to move towards digital platforms for communicating during this covid-19. As they started their ground work before covid-19 and planning to go digital, so during the covid-19 period it was a great advantage for them as they were one step ahead from market competition. The MCE and Digital Communication helped Sanofi to remain connected with their existing and potential customers during Covid-19 even in lock down period. This initiative was also an advantage which was needed for a strong stand for consistency of brand awareness and brand recalling during this covid-19 pandemic condition.