Strategy of multi-channel marketing as a success factor for the pharmaceutical market

The distribution channels in the pharmaceutical industry have remained constant for several decades. However, in the course of digitalization and the new possibilities that come with it, this industry is not immune to the development of new distribution channels and to the question of whether the exist- ing ones are still up-to-date and in line with the market. This article deals exactly with this problem and weighs up the advantages and disadvantages of multi-channel retailing for the pharmaceutical industry.