Appendix to 'Digital Marketing in Indian Pharmaceuticals: Strategies for Prescription Products Targeting Healthcare Professionals

<p>This appendix supplements the scoping review on digital marketing strategies in the Indian pharmaceutical industry from 2014 to 2024. It includes additional data, case studies, reference tables, and detailed analyses that support the main paper, providing further insights into the adoption and effectiveness of digital tools among healthcare professionals. The appendix also incorporates supplementary materials that expand on the use of AI, social media, omnichannel marketing, and key theoretical frameworks, such as the Unified Theory of Acceptance and Use of Technology (UTAUT) and Customer Journey Mapping (CJM), used in the main study.</p>