June 2025 Edition

IMPACT OF DIGITAL MARKETING IN ENHANCING PHARMACEUTICAL BUSINESS PERFORMANCE IN OSUN STATE, NIGERIA.

Dr. Ahmed Abdulkazeem, Dr. Koce Henry Diko, Dr. Thomas. O. Ogungbangbe

Abstract

The increasing competitiveness of the pharmaceutical industry in Nigeria has necessitated the adoption of more effective marketing strategies. However, many pharmacy operators, particularly in smaller cities like Osogbo, struggle to leverage digital marketing tools to enhance their business performance effectively. This study examines the impact of digital marketing strategies on the business performance of pharmaceutical companies in Osogbo, Osun State, Nigeria. The study adopts a cross-sectional survey research design and draws on a sample of 100 registered pharmaceutical operators selected using a simple random sampling technique. Data were collected using a self-structured questionnaire and analysed with SPSS version 26, employing descriptive statistics, correlation analysis, and multiple linear regression. Correlation analysis revealed strong positive relationships between business performance and influencer marketing (r = 0.783, p < 0.01) and email marketing (r = 0.750, p < 0.01). In contrast, social media marketing exhibited a negligible and non-significant correlation (r = -0.019, p > 0.05). Regression results indicated that influencer marketing (? = 0.523, p < 0.001) and email marketing (? = 0.292, p < 0.001) significantly predict business performance, with an R² of 0.671. These findings confirm that digital marketing has a significant influence on performance when applied effectively. The study recommends that pharmaceutical companies prioritise influencer partnerships and targeted email campaigns over generic social media promotions to enhance customer engagement and drive profitability. Policymakers and industry stakeholders should also provide digital training support to local pharmacies to enhance digital literacy and facilitate the strategic adoption of digital tools.

Keywords

Digital Marketing, Pharmaceutical Business, Social Media Marketing, Influencer Marketing, Email Marketing, Business Performance.

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