Social Media and Non Prescription Products and Behaviors of Diabetic Patients: Evidence of Smart Health Marketing by Pharmaceutical Companies

Authors
Reza Shafei 1
Rojan Shafei 2
1 Associate Professor of Business Management Department, Faculty of Humanities and Social Sciences, University of Kurdistan, Iran
2 Faculty of Medicine, Islamic Azad University, Sanandaj, Branch, Sanandaj, Iran
Abstract
Social media has become deeply embedded in daily life, influencing individuals’ personal and welfare decisions. Empirical evidence indicates that users spend over 30% of their daily time engaging with online social platforms, where influencers and peer interactions shape behavioral choices. This influence extends to health-related domains, as patients increasingly encounter and respond to the marketing of non prescription medical products through social media. Evaluating the appropriateness of these products requires specialized medical knowledge that most users do not possess, potentially compromising public health and patient safety. This descriptive review investigates the role of social media in shaping patients’ behaviors throughout illness management. Related studies were systematically examined to identify patterns of influence. Findings reveal that a proportion of diabetic patients adjust aspects of their therapeutic practices based on information obtained via social networks. The results underscore the growing significance of health marketing in the expansion of complementary healthcare products. Pharmaceutical companies appear to adopt intelligent, data driven marketing approaches on social media platforms to increase engagement and product reach.
Keywords
Smart health marketing
social media
Diabetic patient therapeutic behavior
Complementary healthcare products
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Marketing Science and Technology Journal
Volume 4, Issue 1
Spring 2026
Pages 19-30