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Journal of Emerging Trends in Educational Research and Policy Studies (JETERAPS) (Vol 1 No 1)
| Abstract: This paper focuses on Information and Communication Technology (ICT) in pharmaceutical product marketing and its implication for education and policy. 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 the region. 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 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. Moreover, with the growing and rapid development in the ICT sector permeating every other sector of the economy; it would be increasingly difficult for firms to compete in the global front without corresponding upgrading of their information and communication technologies for faster and improved product marketing |
| Keywords: ICT, pharmaceutical, product, marketing, education |
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