Main Purpose of the research is to identify the opportunities and challenges that are faced by the Pharmaceutical industry in the city of Mangalore for social media marketing. Design: In order to collect adequate information on social media marketing and its trends as well as opportunities and challenges, the Primary data collection method has been taken into consideration. A survey method has been employed and data has been collected from 50 research participants with the help of 15 survey questions. Findings: It has been found from the overall result of the survey that, some of the research participants believe that there can be several challenges faced by the pharmaceutical industry in order to implement social media marketing. Lack of stocks, less trained staff, and discounts all can be the major issues to implement digital marketing within the industry.

Keywords : Digital marketing, social media marketing, Challenges, Pharmaceutical industry.