Document Type: Original Research Paper

Authors

1 Department of Management and Accounting, Faculty of Administration, Obafemi Awolowo University, Ile-Ife, Nigeria

2 Department of Science and Technology Education, Faculty of Education, Obafemi Awolowo University, Ile-Ife, Nigeria

3 Institute for Entrepreneurship and Development Studies, Obafemi Awolowo University, Ile-Ife, Nigeria

Abstract

This paper discussed the application of Information and Communication Technology (ICT) in pharmaceutical product marketing in Nigeria. Data for the study was obtained from 76 pharmaceutical firms in southwest Nigeria which comprised of about 95% of the pharmaceutical companies that were into manufacturing of drugs in Nigeria. The categories of firms surveyed include retail pharmacy, combination of wholesale and retail pharmacy, wholesale pharmacy, and manufacturing pharmaceutical companies that were also involved in drug importation or contract manufacturing. The study found that pharmaceutical companies were using considerable ICT for their product marketing especially customized software.  However, there was no explicit guideline and policy for the usage of ICT for marketing pharmaceutical product in companies. Furthermore, while ICT did improve both the efficiency and effectiveness of the decision-making process through the use of software packages, frequency of training was strongly and positively correlated with effectiveness in ICT adoption for marketing and literacy level. The paper concluded that though increase in the adoption of ICT will continue to change the structure, content and quality of product marketing operations, adequate education and policy for deliberate training particularly for production and marketing activities in the industry cannot be overemphasized.

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