Marketing και τεχνικές προώθησης στο σύγχρονο φαρμακείο
Marketing and promotion techniques for modern community pharmacy
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Keywords
Μάρκετινγκ ; Τεχνικές προώθησης ; Οικονομική κρίση ; Παραφαρμακευτικά προϊόντα ; Αγορά φαρμάκουAbstract
This study examines whether the use of different types of marketing can have a positive effect on both the image and the operation of community pharmacies and the image of the pharmacist in modern society. Initially, the first chapter presents the Greek reality of medicine and pharmacy and how it changed during the crisis. It analyzes the change in the profit margin of pharmacies and how this change pushed pharmacists to find alternative ways to promote their business and profession. The use of social media, the development of a close relationship with consumers, the use of their senses and their impact on the consumer and on the sales, are analyzed as possible alternative solutions. In addition, two separate questionnaires were distributed online mainly through social media (facebook, instagram) and through websites or groups addressed exclusively to pharmacists. This survey was followed by presentation of the results in tables and analysis of the conclusions at the end of the study. The research findings show that there is a direct correlation between the different types of marketing and the increase of the pharmacy clientele and the increase of the promotion of pharmaceutical and parapharmaceutical products. Apart from that, it turned out that the strengthening of the relationship between pharmacists and their clients is a simple key-technique that is going to redefine the pharmacists’ role and benefit the greek pharmacies in the future. Finally, it seems that these new promotion techniques are accepted by both consumers and pharmacists.
Postgraduate Studies Programme
Οικονομικά και Διοίκηση της ΥγείαςDepartment
Σχολή Οικονομικών, Επιχειρηματικών και Διεθνών Σπουδών. Τμήμα Οικονομικής ΕπιστήμηςNumber of pages
161Language
GreekCollections
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Attribution-NoDerivatives 4.0 Διεθνές
Attribution-NoDerivatives 4.0 Διεθνές