Factors of Digital Content Marketing to Differentiate the Consumer Preferences in Pharmaceutical Sector

Abstract

Purpose: The objective of the paper is to determine the different factors of Digital Content Marketing (DCM) and recognize their impact on customer preferences in pharmaceutical sector.
Design/Methodology/Approach: Drug buyers of three different regions (Gulshan, Mirpur and Kamrangirchar) have been surveyed in Dhaka city. A stratified sampling method was used to determine a sample of 168 respondents. A multiple discrimination analysis was undertaken to verify the hypotheses.
Findings: The research reflects the theoretical concept, and suggests that website traffic, two-way communication, trust and online medication are the valuable factors to classify the cases into different groups for achieving the preferences of DCM in the pharmaceutical sector.
Research Implications: Many customers are focused on DCM in terms of awareness and information though they are less sensitive to DCM. They do not like to consider DCM as a unique method to increase website traffic.
Originality/Value: It is valuable for achieving useful trust of customers in pharmaceutical sector through interactive communication and website traffic.