Dong-A Pharmaceutical Completes Industry-Academia Collaboration with Pharmacy Students' Marketing Strategy Society

On the 20th, Dong-A Pharmaceutical announced on the 21st that it conducted an industry-academia collaboration project with the Pharmaceutical Marketing Strategy Society (PPL) of pharmacy students in the metropolitan area at its headquarters in Yongdu-dong, Dongdaemun-gu, Seoul. PPL is a society formed by pharmacy students in the metropolitan area who are interested in pharmaceutical marketing to experience study sessions and corporate activities.

On the 20th, at the Dong-A Pharmaceutical headquarters in Yongdu-dong, Dongdaemun-gu, Seoul, a commemorative photo was taken with members of the Dong-A Pharmaceutical OTC Business Division Marketing Department (back row) and pharmacy students during the 'Dong-A Pharmaceutical-Seoul Metropolitan Area Pharmacy Students Pharmaceutical Marketing Strategy Society Industry-Academic Cooperation Project.'
[Photo by Dong-A Pharmaceutical]

This industry-academia collaboration project was organized to provide pharmacy students interested in pharmaceutical marketing with practical marketing experience and education. Last month, Dong-A Pharmaceutical presented two project agendas to the pharmacy students: ‘New Product Ideas and Marketing Strategies’ and ‘Over-the-Counter (OTC) Positioning Strategies.’ The participating students were divided into four teams of three members each and prepared the project over about a month through market research and surveys.

At the final project presentation on the 20th, the students presented marketing strategies based on pharmacists and consumers. The students proposed innovative approaches such as pharmacy surveys, strategy derivation through interviews tailored to the characteristics of pharmacy students, consumer ideas suited to Generation Z traits, and AI-utilized package design. Dong-A Pharmaceutical comprehensively evaluated market understanding, validity of brand strategy derivation, communication strategies, and concept ideas, awarding prizes to outstanding teams.

During the project, three learning sessions were also provided for the students. First, Lee Kwang-taek, head of the OTC Marketing Department, gave a marketing education session explaining how actual pharmaceutical brand marketing is conducted. Kim Neung-hee, senior manager of the OTC Business Marketing Department, explained the ‘New Product Development Process’ including OTC products. Lastly, Park Min-soon, senior member of the Communication Office PR team, presented on ‘Understanding Pharmaceutical PR.’

Lee Dong-gyu (Catholic University, Department of Pharmacy), president of PPL, said, “The most memorable part was the process of continuously contemplating the connections between pharmaceutical companies, consumers, and pharmacies for a month to derive insights during the industry-academia collaboration project,” and added, “I am grateful to the Dong-A Pharmaceutical officials who generously provided various growth opportunities.”

Hong Min-ah, head of the OTC Business Marketing Department at Dong-A Pharmaceutical, also said, “We were able to glimpse various marketing approaches from the perspectives of pharmacies and pharmacists, such as display, academic points, and new product proposals that only pharmacy students could suggest, as well as new perspectives and ideas from Generation Z,” and added, “We will continue to create opportunities to communicate with the younger generation.”

This content was produced with the assistance of AI translation services.