Impact of Digital Marketing on Excelsis Pharma Inc.: Basis for Marketing Plan

This study examines the impact of digital marketing on Excelsis Pharma, Inc., a medium-sized pharmaceutical company in the Philippines specializing in oncology medications. With the pharmaceutical industry increasingly turning to digital platforms to improve reach, this research evaluates how Excelsis Pharma has adopted digital tools—such as social media marketing, email campaigns, webinars, and content marketing—alongside traditional strategies like sales force detailing and medical conferences. Utilizing a mixed-methods approach, including surveys, interviews, and document analysis, the study investigates how these strategies influence customer engagement, brand awareness, and sales performance. Grounded in the Technology Acceptance Model (TAM) and Diffusion of Innovations Theory, the findings reveal that digital marketing significantly improves return on investment (ROI), broadens audience engagement, and complements traditional efforts. However, challenges such as regulatory compliance, data privacy concerns, and internal resistance to technological change persist. The study concludes with a data-driven marketing plan tailored for Excelsis Pharma and offers actionable insights for other pharmaceutical companies navigating digital transformation in regulated environments.