The Role of Digital Marketing as a Tool for Creating and Sustaining Competitive Advantage in the Pharmaceutical Market in Lebanon

Abstract

Digital marketing is a key practice for promoting competitiveness and customer engagement. However, its integration into Marketing strategies in the pharmaceutical sector in Lebanon is still limited. The objective of this research is to examine the present status of digital marketing practices, and how companies are shifting from traditional marketing. To achieve the study purpose, a mixed-methods design was employed by interviewing 21 respondents from 17 companies out of 19 in the market in parallel with 9 surveys. The results provide insights into an organization’s preparedness, skill gaps, and regulatory issues that affect the implementation of digital marketing. This paper emphasizes strategic recommendations including targeted investments in internal initiatives to address skill deficits, implementing customer-centric engagement using digital platforms for customer communication, and regulatory reforms to facilitate compliant and innovative practices. By adopting digital tools strategically, pharmaceutical companies can enhance market competitiveness and sustain growth in evolving industry dynamics.