Innovative Digital Marketing Approaches for Promoting Generic Drug Via Social Media and E-Pharmacy Platform

Ibrahim A M, Survi Mehta, Atiqullah Shah W, Jitendra M C, S Rajarajan, Beny Baby, K Ramesh

Generic medicines are central to affordable healthcare in India under PMBJP. Objective: To systematically evaluate evidence Jan 2020 - Oct 2026 on regulation-compliant digital marketing for generic medicines via social media and e-pharmacy. Methods in Systematic review following PRISMA 2020. Searched PubMed, Scopus, Google Scholar, CDSCO, MoHFW, PMBJP. 29 sources included. No primary survey. Results showed No direct numerical evidence on social media promotion of generics. Indirect evidence: e-pharmacy awareness 83.2% (268/322) but 81% (217/268) prefer offline; only 37.7% know trustworthy websites; 59.03% (98/166) open to both branded and generic online. Generic awareness 33.6% (116/345) in primary-care OPD, Patan vs 78.6% (422/537) online pan-India. Acceptance: 12.9% (15/116) used generics in last 6 months, 49.7% willing to use. Trust in social media health info only 29.7%. Physician meeting preference: traditional 34% (17/50), digital 28% (14/50), hybrid 32% (16/50); 54% (27/50) not comfortable with complete digital shift. In conclusion direct evidence is absent - critical gap. Educational, unbranded communication on bioequivalence and PMBJP is only permissible pathway under Schedule H and UCPMP 2024.