A Qualitative Analysis of the Viability of Digital Marketing Strategies in Conveying Brand Information to Clients in the Pharmaceutical Manufacturing Sector in Harare, Zimbabwe

This study was conducted to qualitatively analyses the viability of digital marketing strategies (DMS) in conveying brand information to clients within the pharmaceutical manufacturing sector in Harare, Zimbabwe. Viability of digital marketing strategies in this case refers to the ability of DMS to convey brand information to clients and to enhance brand visibility of pharmaceutical manufacturing sector’s products. The study widens the understanding on the processes of the dynamics of technological change, and transition within the business world with a focus on the pharmaceutical manufacturing industry in Zimbabwe. Basing its theoretical underpinnings on the Innovation Diffusion Theory (IDT), the study addressed three research objectives. Twenty-one managers of seven pharmaceutical manufacturing companies in Harare, Zimbabwe were purposively selected using non-probability judgmental sampling techniques. A Key Informant Interview (KII) guide was used to gather primary data which was then analyzed using NVIVO analysis. The study identified various digital marketing strategies in use, which includes whatsapp, facebook, twitter, linkedIn, Instagram, email, website and zoom meetings. The results demonstrated that DMS are viable in conveying brand information as they enable content sharing and time and cost-efficient brand information dissemination, globally. DMS allow pharmaceutical manufacturing companies to effectively communicate and showcase their products to their clients irrespective of geographical boundaries and in various forms which can be text messages, images, audio and audio visuals. DMS creates a network connection which simplifies brand awareness promotions, global markets reach cost-effectively and efficiently, open up in global markets and gain new clients, updating brand information timeously, thereby retaining and expanding customer base. Hence, business organizations gain competitive advantage and withstand stiff competition against the international giants. Poor internet and connectivity, power challenges, remoteness, high acquisition and maintenance costs and the presence of conservative minds were the challenges in DMS implementation to convey brand information. The study recommends the pharmaceutical manufacturing companies to leverage on DMS in conveying brand information in order to enhance brand visibility, thereby improving business performance. The study further recommends the government, through the Medical Control Authority of Zimbabwe (MCAZ) to monitor the information that is shared on various digital marketing platforms and the government itself to create an enabling environment for the use of digital marketing strategies by boosting internet connectivity countrywide. The greatest challenge that this study faced had to do with methodological limitations, as the study was not able to engage the clients and other employees. To resolve this limitation, further investigation was directed on the key informants since strategic issues remain issues of management.