The Impact of Pharmaceutical Digital Marketing on Healthcare Service Performance: Towards the Sustainable Development Goal 3

Objective: The objective of this study is to investigate the impact of pharmaceutical digital marketing on physicians' access to medical information, its role in enhancing communication between healthcare professionals and pharmaceutical companies, and its influence on improving patient care and health outcomes in Ho Chi Minh City. Theoretical Framework: This research is grounded in three key theories. Relationship Marketing Theory highlights how digital tools strengthen connections between pharmaceutical companies and physicians. Diffusion of Innovation provides a framework to examine the adoption of digital marketing platforms by physicians. Lastly, the Resource-Based View (RBV) Theory underpins the understanding of how valuable resources, such as digital tools and data analytics, enhance pharmaceutical companies’ ability to engage physicians and improve healthcare outcomes. Methods: This study combines semi-structured interviews with stakeholders and online surveys of healthcare professionals in Ho Chi Minh City to examine the impact of digital marketing on communication, medical information access, and patient care. Data will be collected from December 2024 to February 2025. Results and Discussion: The study demonstrates the pivotal role of pharmaceutical digital marketing in enhancing communication and engagement between physicians and pharmaceutical companies. By leveraging automated systems and data analytics, companies deliver personalized, actionable information, fostering trust and stronger relationships. Digital marketing platforms significantly improve physicians' access to critical medical updates, empowering informed decisions on drug efficacy, side effects, and clinical trials. Ultimately, this enhances patient care outcomes, enabling physicians to provide accurate diagnoses and effective treatments, improving overall health outcomes. Originality/Value: This research offers valuable insights for policymakers, healthcare professionals, and pharmaceutical companies to optimize the use of digital technologies for improved healthcare delivery. It contributes to achieving Sustainable Development Goal (SDG) 3 in Vietnam by emphasizing the role of innovation in enhancing healthcare quality and accessibility.