Digital Marketing Challenge in Medical Device Industry under the Regulation

Abstract

This study focused on the chances of digital marketing under the marketing and advertising regulations in Thailand. The marketing activity in the medical device industry has been controlled by the regulations for the right and safety. Moreover, it helps to make trade equality. However, the strict policy affects the industry and it is difficult to do the marketing activities. The medical device industry still does conservative marketing when compared with other businesses. The research has two objectives to study including the marketing management under the regulation, and the chances of digital marketing. Methodologically followed the research’s objectives and find new opportunities to solve the problems through the questionnaire and interviews with the focus group. The data analysis included 386 participants who answered the questionnaire and the results of the analysis were used to focus on each significant variable compared to the objective questions. Also, the interview data analysis included 4 documents from the management level which focused on their opinions. As the result, the topic of the regulation and marketing activity shows it is not a big problem but most respondents are unsatisfied with their marketing. Similarly, the result of digital marketing is unsatisfied with the marketing activities. Finally, the marketing activity should follow the policy and do the right things for the benefit of the patient, the user, and the business. Traditional marketing is still useful, but digital marketing is a new opportunity to increase marketing advantages. The recommendations included the industry should have a law expert which can advise or consult when doing the marketing to clear the blurred issue from the marketing regulation. And, digital marketing is a new chance in this business which should have the specialist to do it earnestly for the business’s benefit.