In this article, we will discuss the market size of soft/hard capsule consumed in Vietnam, the market size of each segment within the soft/hard capsule industry, the search trends based on keywords related to soft/hard capsule in Google search, and three companies that appear to be actively engaged in marketing soft/hard capsule online. We will also present the findings from our research on each company’s web communication strategy. The research was conducted in December 2024.
Vietnam’s Soft/Hard Capsule Market Overview
There is currently no specific data available on the soft/hard capsule market in Vietnam. However, the overall pharmaceuticals data for Vietnam is provided below.
Overview of the Pharmaceuticals Market in Vietnam
Vietnam’s pharmaceuticals industry is experiencing steady growth, with annual revenue projected to reach $2,524 million by 2026. The market peaked at $3,786 million in 2022 due to heightened demand during the pandemic and stabilized at $2,362 million in 2023. Between 2017 and 2021, the market grew significantly, from $1,352 million to $2,472 million, driven by increasing healthcare investments and consumer focus on wellness. The soft/hard capsule B2B market for medicines and supplements plays a vital role in supporting this growth, catering to the expanding needs of pharmaceutical manufacturing. Vietnam continues to solidify its position as a key player in Southeast Asia’s pharmaceutical landscape.
| Year | Annual market size by revenue (million USD) |
|---|---|
| 2026 (Forecast) | 2,524 |
| 2025 (Forecast) | 2,427 |
| 2024 | 2,401 |
| 2023 | 2,362 |
| 2022 | 3,786 |
| 2021 | 2,472 |
| 2020 | 1,600 |
| 2019 | 1,537 |
| 2018 | 1,443 |
| 2017 | 1,352 |
| 2016 | 1,220 |
| 2015 | Data not available |
Vietnam’s Pharmaceuticals Market Segments
Vietnam’s Pharmaceuticals segmentation by Drug Types
The pharmaceuticals industry in Vietnam is experiencing notable growth, with diverse segments contributing to the market. By 2026, oncology drugs are forecasted to generate $430 million, reflecting increasing demand for advanced cancer treatments. Anti-diabetes drugs and antiviral drugs are expected to contribute $252 million and $89 million, respectively, driven by rising health concerns. Vaccines, a critical segment, are projected at $267 million in 2026, indicating sustained investment in immunization. The “Others” category dominates, reaching $1,486 million by 2026, highlighting a broad range of treatments. The B2B soft/hard capsule market plays a vital role in supporting this growth across all segments.
Segmentation by Drug Types market data
Unit: million USD
| Year | Vaccines | Oncology drugs | Anti-diabetes drugs | Antiviral drugs | Others |
|---|---|---|---|---|---|
| 2026 (forecast) | 267 | 430 | 252 | 89 | 1,486 |
| 2025 (forecast) | 296 | 398 | 232 | 86 | 1,415 |
| 2024 | 404 | 366 | 211 | 84 | 1,336 |
| 2023 | 507 | 334 | 192 | 69 | 1,260 |
| 2022 | 2,006 | 307 | 174 | 103 | 1,196 |
| 2021 | 886 | 295 | 157 | 52 | 1,082 |
| 2020 | 63 | 273 | 139 | 51 | 1,074 |
| 2019 | 57 | 238 | 127 | 53 | 1,062 |
| 2018 | 51 | 210 | 112 | 54 | 1,016 |
| 2017 | 48 | 179 | 98 | 57 | 970 |
| 2016 | 40 | 143 | 86 | 64 | 887 |
| 2015 | Data not available | ||||
Vietnam’s Fish & Seafood segmentation by Purchase Context
The pharmaceuticals industry in Vietnam is segmented into prescription drugs and over-the-counter (OTC) drugs, serving distinct healthcare needs. Prescription drugs, requiring a doctor’s authorization, address chronic or severe conditions and dominate the market, with forecasted revenue of $1,529 million in 2026. In contrast, OTC drugs, available without a prescription for common ailments and preventative care, are projected to generate $995 million in 2026, reflecting steady growth. The data underscores the rising demand for accessible healthcare solutions, with both segments showing robust performance and the OTC segment gradually expanding to meet the needs of a health-conscious population.
Segmentation by Purchase Context market data
| Year | Prescription drugs(million USD) | Over-the-counter (OTC) drugs (million USD) |
|---|---|---|
| 2026 (forecast) | 1,529 | 995 |
| 2025 (forecast) | 1,495 | 932 |
| 2024 | 1,530 | 871 |
| 2023 | 1,545 | 817 |
| 2022 | 3,015 | 771 |
| 2021 | 1,756 | 716 |
| 2020 | 884 | 716 |
| 2019 | 854 | 683 |
| 2018 | 807 | 636 |
| 2017 | 753 | 599 |
| 2016 | 654 | 566 |
| 2015 | Data not available | |
Search Trends for Soft/Hard Capsule in Vietnam
In this section, we analyze the search trends for the following keywords
Keyword
Viên nang: capsule
Viên nang cứng: hard capsule
Viên nang mềm: soft capsule
Thuốc viên nang: capsule medicine
Keyword explanation
Viên nang: This keyword refers to capsules in general, which are a form of medication or supplement enclosed in a soluble shell, usually made of gelatin or plant-based materials.
Viên nang cứng: This keyword specifically denotes hard-shelled capsules, typically used for dry, powdered, or granular ingredients. They often come in two separate pieces that fit together.
Viên nang mềm: This keyword refers to soft-gel capsules, commonly used for liquid or oil-based contents. The shell is a single, flexible piece that is seamless and easily digestible.
Thuốc viên nang: This keyword is used for medicines that are encapsulated in either hard or soft capsules, designed for oral consumption. It highlights the pharmaceutical application of capsules for delivering active ingredients.
Top 50 monthly keywords searched
Based on the keywords above, this list also includes keywords that Google has determined to be related.
| Keyword | Monthly search volume |
|---|---|
| thực phẩm chức năng hỗ trợ giấc ngủ | 2,400 |
| viên nang | 1,600 |
| viên nang cứng | 880 |
| viên nang mềm | 590 |
| thực phẩm chức năng bổ não | 590 |
| viên nang đông trùng hạ thảo banikha | 480 |
| viên nang banikha | 480 |
| viên con nhộng | 480 |
| vinaga dha | 390 |
| banikha | 320 |
| viên năng lượng | 320 |
| thuốc viên nang | 260 |
| viên nhộng | 260 |
| thực phẩm chức năng blackmores | 210 |
| thực phẩm chức năng bổ gan | 210 |
| thực phẩm chức năng omega 3 | 210 |
| đông trùng hạ thảo banikha | 170 |
| viên nang đông trùng hạ thảo | 170 |
| thực phẩm chức năng bổ mắt | 170 |
| thực phẩm chức năng dhc | 170 |
| livergalon 140 | 170 |
| thuốc viên con nhộng | 170 |
| thực phẩm chức năng hỗ trợ xương khớp | 170 |
| thực phẩm chức năng jex | 140 |
| ovumcare forte | 140 |
| thực phẩm chức năng bổ não tăng cường trí nhớ | 140 |
| vien nang capsules | 140 |
| vien nang vitamin e | 140 |
| viên nang capsules | 140 |
| viên nang vitamin e | 140 |
| 9.342.050.002.469 | 110 |
| pharoitone | 110 |
| thuốc arginin forte | 110 |
| thuốc blackmore conceive well gold | 110 |
| viên nang mẫu đơn | 110 |
| lacto biomin gold viên | 90 |
| thuốc arginin gold | 90 |
| thuốc dạng viên nang | 90 |
| thực phẩm chức năng healthy care | 90 |
| thực phẩm chức năng maca | 90 |
| thực phẩm chức năng mọc tóc | 90 |
| thực phẩm chức năng natto | 90 |
| vinaga dầu gấc | 90 |
| vitamin c viên nang | 90 |
| viên chống nắng mivolis | 90 |
| viên nang mềm tinh dầu thông đỏ | 90 |
| viên nang sâm nhung ht | 90 |
| banikha thiên phúc | 70 |
| đông trùng hạ thảo viên nang | 70 |
| viên chống nắng dhc | 70 |
Overall keyword trends, including related keywords
The keywords being searched are categorized as follows:
- Functional Foods and Supplements: Keywords that refer to the needs for supplements, such as “thực phẩm chức năng hỗ trợ giấc ngủ” (sleep-support supplements) and “thực phẩm chức năng bổ não” (brain health supplements).
- Capsule Types: Keywords that characterize specific capsule types, such as “viên nang cứng” (hard capsule) and “viên nang mềm” (soft capsule).
- Brand Names: Keywords that include specific capsule brand names, such as “banikha”, “vinaga”, and “blackmores”.
- Health Conditions and Treatments: Keywords that describe specific health conditions, such as “thực phẩm chức năng bổ gan” (liver health supplements) and “thực phẩm chức năng hỗ trợ xương khớp” (joint and bone support supplements).
Each keyword category’s number of keywords, total monthly search, top 3 most searched keywords in each category and their monthly search volume are as follows:
| Keyword category | Number of keywords | Number of keywords | Total monthly searches |
|---|---|---|---|
| Functional Foods and Supplements | 197 | thực phẩm chức năng hỗ trợ giấc ngủ (2,400); viên nang (1,600); thực phẩm chức năng bổ não (590) | 16,950 |
| Capsule Types | 102 | viên nang (1,600); viên nang cứng (880); viên nang mềm (590) | 12,720 |
| Brand Names | 61 | thực phẩm chức năng blackmores (210); banikha (320); vinaga dha (390) | 8,050 |
| Health Conditions and Treatments | 47 | thực phẩm chức năng hỗ trợ giấc ngủ (2,400); thực phẩm chức năng bổ não (590); thực phẩm chức năng bổ gan (210) | 8,230 |
Key points:
- With 197 keywords and a total of 16,950 monthly searches, this category outperforms others in both the volume of keywords and search interest. The keyword “thực phẩm chức năng hỗ trợ giấc ngủ” leads this category, reflecting strong demand for products addressing sleep support.
- The capsule-related category, with 102 keywords and 12,720 monthly searches, highlights the popularity of capsule-based products. The keyword “viên nang” alone garners 1,600 searches, showing significant consumer focus on this dosage form.
- The Brand Names category has fewer keywords (61) compared to others but still achieves 8,050 monthly searches. This indicates targeted interest in trusted brands like Blackmores, Banikha, and Vinaga DHA, signaling brand loyalty within this market segment.
Brands with high brand awareness through search keywords
Below are the searched brand names, the number of related keywords, and the total monthly search volume:
| Brand name | Total monthly searches | Number of related keywords |
|---|---|---|
| Banikha | 1,860 | 25 |
| Blackmores | 1,030 | 39 |
| Vinaga | 850 | 20 |
| DHC | 380 | 10 |
| Jex | 250 | 8 |
| Livergalon | 170 | 1 |
| Mivolis | 170 | 4 |
| Ovumcare | 170 | 3 |
| Pharoitone | 110 | 1 |
| Eganin | 100 | 2 |
| Healthy Care | 90 | 1 |
| Maca | 90 | 1 |
| Milk Thistle | 90 | 3 |
| Orihiro | 70 | 1 |
| Naturenz | 60 | 2 |
| Eucaphor | 50 | 1 |
| Fish Oil | 50 | 4 |
| Hector | 40 | 3 |
| Puritan | 30 | 3 |
| Elevit | 30 | 1 |
| Optibac | 30 | 1 |
| Nature’s Bounty | 20 | 1 |
| Saw Palmetto | 20 | 1 |
| Nattoenzym | 20 | 1 |
| Placenta | 20 | 2 |
| Royal Jelly | 20 | 2 |
| Cebraton | 20 | 1 |
| Swanson | 10 | 1 |
| Prenatal DHA | 10 | 1 |
| Goodhealth | 10 | 1 |
| Angela Gold | 10 | 1 |
| Sesamin EX | 10 | 1 |
| Charmlux | 10 | 1 |
| Green Living | 10 | 1 |
| Krill Oil | 10 | 1 |
| Turmeric Curcumin | 10 | 1 |
| Oyster Plus | 10 | 1 |
| Innerb | 10 | 1 |
| Neocell Collagen | 10 | 1 |
| Murad | 10 | 1 |
| Ubb | 10 | 1 |
| Qik Hair | 10 | 1 |
| Queenup | 10 | 1 |
| Arkopharma | 10 | 1 |
| BioCo | 10 | 1 |
| Astaxanthin | 10 | 1 |
| Formula | 10 | 1 |
| Takichi | 10 | 1 |
| Mediusa | 10 | 1 |
| Nuskin | 10 | 1 |
About Banikha
Banikha is a renowned Vietnamese brand specializing in natural health products, particularly featuring cordyceps (Đông trùng hạ thảo) as its key ingredient. The brand is dedicated to combining traditional herbal medicine with modern technology to produce high-quality supplements that promote overall health and vitality. Banikha’s product line includes capsule-based cordyceps extracts known for boosting energy, enhancing the immune system, and supporting liver health. With a strong commitment to safety and efficacy, Banikha has become a trusted name for those seeking natural and holistic wellness solutions.
About Blackmores
Blackmores is a globally recognized health and wellness brand originating from Australia, renowned for its commitment to natural and scientifically-backed supplements. Founded in 1932, Blackmores offers a wide range of vitamins, minerals, and herbal formulations tailored to support various health needs, including immune health, joint care, brain function, and prenatal support. Known for its strict quality control and sustainable practices, the brand has earned a reputation for reliability and innovation. Blackmores products, such as their Omega-3 fish oils and prenatal vitamins, are trusted by millions worldwide for improving overall well-being.
About Vinaga
Vinaga is a prominent Vietnamese brand celebrated for its Gấc oil-based health supplements. Known for its flagship product, Vinaga DHA, the brand utilizes nutrient-rich Gấc fruit oil, which is high in beta-carotene, lycopene, and essential fatty acids. Vinaga’s products are valued for their benefits in improving eye health, boosting brain function, and promoting radiant skin. By leveraging high-quality, locally-sourced ingredients, Vinaga combines traditional Vietnamese herbal remedies with modern production techniques. The brand’s dedication to health and wellness has made it a household name in Vietnam’s natural supplement market.
Digital communication strategies of major web players
In the capsule process market, we will analyze the digital communication strategy of the 3 most prominent brands on the market.
Definition and target of major web players
The major web players are those who use advertising and drive traffic to their website effectively on Google.
The 3 brands including: Trang Ly Pharma, Beatexpharm và NanoFrance.
Trang Ly Pharma’s digital communication strategy
What is Trang Ly Pharma?
Trang Ly Pharma is a leading pharmaceutical company in Vietnam, specializing in the manufacturing of soft and hard capsules with over 20 years of experience. Operating a GMP-certified production facility, the company ensures high-quality and safe products. Trang Ly Pharma offers a comprehensive range of contract manufacturing services, including formula development tailored to clients’ needs, advanced production technologies to create high-quality capsules, packaging design that combines aesthetics with legal compliance, and support for product registration in accordance with the Ministry of Health’s regulations. Committed to delivering safe, effective, and high-quality capsules, Trang Ly Pharma meets the diverse needs of the market.
Pages where Trang Ly Pharma uses advertising
First view
Key message: The page focused on professionalism and expertise in hard capsule production, emphasizing the brand’s capabilities in providing high-quality, tailored solutions to meet diverse client needs. It highlights their advanced technology, reliability, and commitment to delivering premium hard capsule products, making them a trusted partner in the industry.
Key visual: The key visual of the website adopts a minimalistic approach, utilizing basic color tones and simple illustrations of capsules. Video of production processing also added for illustration. This straightforward design reflects a focus on functionality rather than aesthetic appeal.
Global menu
Trang Ly Pharma does not use a navigation bar at the top of the page. Instead, businesses can find suitable options at the bottom of the page. Support information is clearly divided into sections such as “About Us,” “Customer Support,” and “Services.” These options are displayed directly on the page, allowing partners to easily access what they need without excessive searching or hovering over menus.
Product introduction
The article offers a clear overview of the service, detailing the production process, quality standards, and customization options, providing potential clients with a comprehensive understanding of the offering. Its professional and reliable tone, tailored for a B2B audience, builds trust and credibility. Additionally, the inclusion of prompts encouraging businesses to contact the company fosters engagement and supports lead generation. Overall, the content is well-structured and effectively conveys the service’s value.
Web user’s goal
All CTAs on the page are designed to encourage partners to contact Trang Ly Pharma directly. These include options such as phone calls, Zalo, and Messenger—common communication channels in Vietnam. This direct approach aligns well with the needs of B2B businesses, providing convenience for both the brand and its partners to facilitate consultations and negotiate deals effectively.
Simplified UX diagram from the relevant page on the Trang Ly Pharma site
The UX diagram for Trang Ly Pharma’s contact methods—featuring the Contact button leading to phone, Zalo, and Messenger—offers a straightforward and efficient way for customers, particularly in the B2B market, to reach out for support. This quick access to communication channels is important for B2B customers who may need immediate support or information.
Beatexpharm’s digital communication strategy
What is Beatexpharm?
Beatexpharm is a Vietnamese pharmaceutical company that specializes in the production of high-quality health supplements and pharmaceutical products. Founded in 2021, the company focuses on providing professional contract manufacturing services, including the development of product formulas, packaging design, and regulatory filings. Beatexpharm operates a GMP-certified facility, ensuring the production of safe and effective products. The company’s mission is to become a leading provider of health products with a commitment to quality and customer service.
The landing page used by Beatexpharm for advertising
First view
Key message: The page introduces Beatex Pharma’s capsule production services, showcasing advanced technology, high-quality standards, and customization options. It emphasizes the benefits of capsule production and the brand’s expertise in delivering reliable, premium solutions for B2B partners in the pharmaceutical and supplement industries.
Key visual: These colors contribute to a sense of trust, reliability, and professionalism, reflecting the brand’s focus on quality and precision. Beatex Pharma also utilizes a variety of visual elements, including images showcasing production processes, machinery, and facilities, as well as introduction videos. This helps partners gain a clear understanding of the production process and instills greater confidence in the brand’s manufacturing quality and standards.
Global menu
The navigation bar is clearly structured, with distinct sections for company information, services, details about production lines, quality systems, and more. This clear organization makes it easier for partners to explore Beatex Pharma’s offerings, enhancing trust and increasing the likelihood of collaboration.
Product introduction
The detailed content, including technology, quality standards, and production processes, builds trust by highlighting Beatex Pharma’s expertise and reliability. Well-structured information, along with visuals like production images, helps partners understand quality standards. Easy access to contact methods ensures smooth communication and fosters trust, making it easier for partners to assess and collaborate confidently.
Web user’s goal
Throughout the blog page, a contact button remains always on-screen, encouraging partners to reach out via phone. Additionally, at the top of the page, a “Register for Consultation” button allows customers to leave messages or schedule convenient appointments for discussions with the business.
Simplified UX diagram from the relevant page of the Beatexpharm site
The UX diagram with options for contacting via a phone number or scheduling an appointment offers clear, accessible paths for business partners to engage with the brand. Both options ensure convenience, with the phone number providing immediate support and the appointment form catering to those seeking a more detailed or personal interaction. This flexibility suits B2B users by accommodating various preferences and needs.
NanoFrance’s digital communication strategy
What is NanoFrance?
NanoFrance is a company specializing in the production of high-tech pharmaceuticals, cosmetics, dietary supplements, and medical devices. They focus on integrating modern technology with traditional medicine to create high-quality products. The company operates a 15,000m² factory with GMP-certified production lines, and it collaborates with numerous research institutes and companies in the pharmaceutical, cosmetic, and nutritional fields. NanoFrance emphasizes safety, quality, and innovation in their products, which include a wide range of items such as supplements, cosmetics, dairy products, and medical devices.
The landing page used by NanoFrance for advertising
First view
Key message: The key message of the page emphasizes NanoFrance as a top choice for hard capsule manufacturing, highlighting its advanced technology, strict quality control, and commitment to meeting client needs. It positions NanoFrance as a reliable partner for businesses seeking high-quality and customized pharmaceutical and supplement solutions.
Key visual: The page’s green color scheme reflects NanoFrance’s brand identity, symbolizing health, reliability, and professionalism. Credibility is further enhanced by images showcasing production lines and operations, emphasizing the company’s expertise and commitment to quality. The inclusion of a video overview detailing the company’s facilities, production lines, and manufacturing processes provides a dynamic, fostering greater trust and confidence among potential B2B partners.
Global menu
The navigation bar of the NanoFrance page is clear and well-structured, with distinct categories. This organization ensures that visitors can easily navigate through different sections of the website. The dropdown menu under “Service” provides detailed subcategories, allowing users to explore specific offerings without hassle. The straightforward design and minimalistic layout make it user-friendly and professional, which aligns well with a B2B-focused platform.
Product introduction
NanoFrance’s comprehensive presentation of production equipment and processes demonstrates professionalism and transparency, which builds trust with potential B2B partners. The inclusion of service details, product quality assurance, and delivery timelines addresses key concerns for businesses seeking reliable manufacturing. Furthermore, the clear layout and easy-to-find contact information streamline communication, enhancing the likelihood of collaboration. These elements collectively position NanoFrance as a credible and efficient partner in the market.
Web user’s goal
NanoFrance incorporates a dynamic, always-visible “Contact via Phone” button with animation to capture the reader’s attention effectively. Additionally, the company encourages partners to connect through popular chat platforms like Zalo and Messenger. These features cater to B2B businesses by ensuring professional and convenient communication channels, facilitating seamless interaction and strengthening trust with potential partners.
Simplified UX diagram from the relevant page of the NanoFrance site
The UX diagram, also offering two contact options (appointment form or various communication methods such as phone, Zalo, and Messenger), is practical and flexible for B2B users. It provides immediate communication through phone or messaging apps, while also catering to those who prefer scheduling a formal appointment. This flexibility is helpful in accommodating different preferences for communication.
Summary of digital communication strategies of major web players
Similarities and differences between 3 brands
Trang Ly Pharma, Beatexpharm, and NanoFrance all emphasize professionalism, quality, and trust in their digital communication strategies. They clearly communicate their manufacturing capabilities and prioritize direct, accessible contact methods such as phone, Zalo, and Messenger, making it easy for business partners to reach out. This common approach streamlines communication and highlights their commitment to customer engagement and service.
Trang Ly Pharma, Beatexpharm, and NanoFrance employ distinct digital marketing strategies to effectively engage with their B2B customers.
- Trang Ly Pharma: Focuses on minimalistic, professional design with straightforward communication methods (phone, Zalo, Messenger). This reflects their emphasis on reliability and quality, making the website a functional tool for B2B leads.
- Beatexpharm: Features a more dynamic, engaging website, with clear CTAs and interactive elements to schedule consultations. This shows their commitment to transparency and professionalism, highlighting a focus on convenience for partners.
- NanoFrance: Uses a modern, visually engaging layout with dynamic videos and strong calls-to-action. Their focus on innovation and quality is communicated through professional imagery and detailed service descriptions, helping them build trust with potential business partners.
These differences in digital strategies reflect their respective brand identities and market positioning. While Trang Ly Pharma sticks to straightforward professionalism, Beatexpharm embraces a more engaging, action-driven experience, and NanoFrance emphasizes cutting-edge technology and innovation. All three prioritize easy, accessible communication, catering to B2B needs.
The positioning of digital marketing as seen through the differences among 3 brands
In the B2B soft capsule manufacturing sector, digital marketing plays a significant role in building brand visibility and fostering trust among potential partners. Companies like Trang Ly Pharma, Beatexpharm, and NanoFrance employ websites designed with professional, clean visuals and clear navigation. The emphasis on showcasing advanced technology and high-quality production capabilities appeals to businesses seeking reliable and competent partners for contract manufacturing services. The websites provide detailed product and service information, which is key for potential partners who need to assess the capabilities and offerings of these manufacturers.
The clear layout and structured presentation of product details on these companies’ websites help convey professionalism and transparency. For instance, Trang Ly Pharma’s site provides a comprehensive look at their capsule production process, quality control measures, and customization options. This transparency is crucial for B2B companies, as they are more likely to engage with manufacturers that are open about their processes, certifications, and standards. Similarly, Beatexpharm emphasizes its production capabilities and customer service, aligning with the needs of businesses that value reliable partnerships.
Moreover, communication is central to digital marketing strategies in this sector. All three companies offer a variety of easy-to-access contact methods, including phone numbers, Zalo, and Messenger. This accessibility ensures that potential business clients can quickly reach out for inquiries or further discussions. The presence of these communication tools directly on the website without requiring multiple steps is a crucial feature, streamlining the process and accommodating the fast-paced nature of B2B interactions.
Finally, the use of digital marketing in these companies’ strategies includes features that drive lead generation. For instance, Beatexpharm’s “Register for Consultation” button allows potential clients to schedule appointments, which can lead to further discussions and conversions. Similarly, Trang Ly Pharma includes CTAs that prompt visitors to reach out directly via common platforms. These actions emphasize the ease and efficiency of engaging with the companies, ensuring that the digital marketing efforts not only attract attention but also facilitate meaningful business interactions.