I am currently writing and researching for my BA thesis on the topic of marketing in the pharmaceutical industry. For the empirical qualitative part, I am looking for experts I can interview** who have dealt with the topic of whether and how augmented reality as a 'knowledge-sharing tool' in pharmaceutical marketing (B2B) can improve the brand image of the brand.
But I also look forward to any answer to my question.
**The interview will not take long, I assure you, and I will also be happy to share my work freely.
I think the most important part is that you have to read first about AR in marketing in general regardless of your applied study, anyhow you will interview some experts as you mentioned in pharmaceutical industry for getting data to your application.
Here are some links and attachments that may help you.
https://www.researchgate.net/publication/326371346_Augmented_Reality_as_a_New_Marketing_Strategy
https://www.researchgate.net/publication/282673345_The_Augmented_Reality_Marketing_A_Merger_of_Marketing_and_Technology_in_Tourism
Hi Luisa,
I won't be able to serve as an interviewee. However, one hint for your empirical study. As your topic is quite fresh and innovative, it would be a nice idea to construct a single case study (also incorporating interviewers as one out of multiple data sources). Case studies are well recognized in B2B brand research. You could identify a Pharma company that has made use of AR and focus them as a case + potentially, yield some interview partners out of the company.
As little inspiration into case study construction, see:
Kristal, S., Baumgarth, C., & Henseler, J. (2020). Performative corporate brand identity in industrial markets: The case of German prosthetics manufacturer Ottobock. Journal of Business Research, 114, 240-253.
Best of luck!
Samuel
To improve the brand image using AR in B2B pharma industry, the following steps may be considered:
1. Allow consumers to try before they buy
2. Increase tour and assistance options
3. Add to the branding materials
4. Make a buzz about the business.
5. Use virtual reality in B2B situations.
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