Influence of Information Communication Technology Adoption in Marketing of Pharmaceutical Products by Pharmaceutical Manufacturing Companies in Nairobi

Abstract

This study examined the influence of Information Communication Technology adoption in marketing of pharmaceutical products by pharmaceutical manufacturing firms in Nairobi. The study specifically investigated the influence of email, website and computerized communication and social media in marketing of pharmaceutical products. The population of this study comprised 66 top level management, 145 middle level management and 297 lower level managers in head offices of 22 pharmaceutical manufacturing companies in Nairobi. A sample of 6 top level managers, 14 middle level managers and 149 first level managers were selected using stratified random sampling method. Primary data were collected using semi structured questionnaires. Analysis of data was done both quantitatively and qualitatively. Descriptive statistics including frequency tables and mean scores were computed as necessary. From the findings, it was concluded that employee competences in email, website and computerized communication was poor and therefore negatively affected ICT adoption in marketing. It is necessary for the companies to enhance staff competences in use of email, websites and computerized communication. It was found that social media could help to improve the marketing of the products. There is therefore need to consider employees’ opinions on how to enhance social media adoption in marketing. The companies embraced social media marketing but the employees did not possess necessary knowledge to embrace the technology. It was necessary for the staff to have experience in ICT adoption in marketing of the pharmaceutical products in order to better their performance. The companies should come up with developmental opportunities inform of workshops to enlighten the employees on how to benefit from ICT adoption in marketing. Future studies in this area are required to provide more insights into the nature and score of relationships between adoption of ICT technology and performance of pharmaceutical companies in Kenya.