TY - JOUR A1 - Chiplunkar, Sunil A1 - Gowda, D A1 - Shivakumar, H T1 - Adaptation of pharmaceutical marketing and drug promotion practices in times of pandemic COVID-19 Y1 - 2020/4/1 JF - International Journal of Health & Allied Sciences JO - Int J Health Allied Sci SP - 11 EP - 17 VL - 9 IS - 5 UR - https://www.ijhas.in/article.asp?issn=2278-344X;year=2020;volume=9;issue=5;spage=11;epage=17;aulast=Chiplunkar DO - 10.4103/ijhas.IJHAS_81_20 N2 - Pharmaceutical marketing is an essential societal activity that ensures the availability of medicines at the right time and place. Pharmaceutical marketers also provide timely information, perform after-sales service in the distribution chain, and organize medical conferences and seminars. Thus, therapy and product updating, ensuring availability, and usage of medications are catalyzed by pharmaceutical marketers; this also ensures access to medicines in society. Medical representatives are critical elements – they inform and persuade adoption of various products for patient welfare. To complement and supplement the ground-level pharmaceutical marketing activity, a host of digital marketing initiatives is also accoutering the pharmaceutical marketing process. During pandemics like the COVID-19 infection, face-to-face pharmaceutical marketing approach is thrown out of gear and digital marketing has gained increased adoption. This article reviews the adaptive response of pharmaceutical marketers during COVID-19 times. ER -