2026-05-20T15:53:40Zhttps://keep.lib.asu.edu/oai/requestoai:keep.lib.asu.edu:node-2011092025-07-28T17:39:52Zoai_pmh:alloai_pmh:repo_items201109
https://hdl.handle.net/2286/R.2.N.201109
http://rightsstatements.org/vocab/InC/1.0/
All Rights Reserved
2025
112 pages
Doctoral Dissertation
Academic theses
en
Han, Jun
Shao, Benjamin
Zhu, Qigui
Hu, Jie
Arizona State University
Partial requirement for: D.B.A., Arizona State University, 2025
Field of study: Business Administration
<p>This dissertation investigates the impact of digital marketing transformation on pharmaceutical companies, particularly focusing on the effectiveness of hybrid digital online and traditional offline promotional strategies. Against the backdrop of rapid development of new quality productive forces based on innovation, pharmaceutical firms are driven by policy and market changes to leverage digital marketing solutions. This study explores the challenges faced by the pharmaceutical industry, ranging from centralized drug procurement policies and intensified competition of generic drugs to evolving market dynamics. In response, pharmaceutical companies are seeking the adoption of digital CRM systems to enhance their marketing efficiency and reduce operational costs.</p><p>The research analyzes CRM records of Company A from 2021 to 2023 to evaluate the efficacy of a proposed hybrid visitation model that combines digital remote visits with traditional face-to-face methods. The study leverages CRM and organizational information processing theory (OIPT) as the theoretical framework. The impact of digital promotion on the sales performance companies is explored from the perspectives of theoretical elaboration and empirical research to evaluate the specific application and implementation of digitalization in enterprises.</p><p>Empirical results show that digital CRM strategies, including both online visits and online hospital department meetings, significantly increase procurement amounts by hospitals. In addition, while online visits reduce the cost per visit, online department meetings increase such cost. Online visits also strongly substitute for offline visits in terms of sales revenue, with a negative moderating effect on reducing offline visit costs. Similarly, online department meetings substitute for offline ones in boosting sales revenue, also with a negative moderating effect on reducing offline meeting costs. Meanwhile, conducting both online visits and meetings simultaneously diminishes the effectiveness of offline activities, suggesting that these two should not be employed concurrently to avoid reducing promotional effectiveness.</p><p>The study examines the development of digital CRM systems in the pharmaceutical industry, highlighting that digital tools enhance customer data analysis and personalized services, thereby increasing customer loyalty and conversion rates. Future research topics consist of further empirical studies on hybrid digital promotion effectiveness, a comprehensive synthesis of literature to deepen the understanding of online marketing strategies.</p>
Business Administration
Influencing Factor
IRR
Pre-IPO round investment
private equity fund
SSE STAR MARKET
Study on the Effects of Hybrid Online-Offline Marketing and Promotion in Pharmaceutical Companies