SeyyedAbdolHojjat MoghadasNian - Tarbiat Modares University
Avina Ghorbani - Università degli Studi di Milano

The rapid evolution of digital marketing landscapes necessitates a strategic reevaluation within the pharmaceutical beauty sector, emphasizing the critical role of Key Performance Indicators (KPIs) in enhancing marketing effectiveness and driving business success. This research investigates the impact of KPI-driven strategies on digital marketing outcomes, employing a mixed-methods approach that encompasses a literature review, case studies, and primary data collection from industry professionals. By identifying essential KPIs across online presence, engagement, consumer insights, and sales metrics, the study reveals how these indicators can be leveraged to refine marketing strategies, personalize customer experiences, and optimize resource allocation. The findings underscore the necessity of a data-driven approach that aligns with consumer behavior theories and strategic marketing principles, offering practical insights for marketers in the pharmaceutical beauty industry. Future research directions are proposed, focusing on emerging technologies, regulatory impacts, and the integration of digital and traditional marketing metrics. This study contributes to the digital marketing literature by providing a nuanced understanding of KPI utilization in the context of the pharmaceutical beauty sector's unique challenges and opportunities.

Digital Marketing, Pharmaceutical Beauty, Key Performance Indicators (KPIs), Consumer Engagement, Strategy Optimization.