Πρακτικές και στρατηγικές πολυκαναλικής παρουσίας στον φαρμακευτικό κλάδο
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Keywords
Ψηφιακός μετασχηματισμός ; Μάρκετινγκ ; Omni-channel ; Multi-channel ; Φαρμακευτική εταιρία ; Ιατρικός επισκέπτης ; Επαγγελματίας υγείαςAbstract
Digital business in today's era is an imperative for businesses. New tools are part of the everyday life of companies and evolve the way they do business. In the pharmaceutical industry, these tools, many of which are a result of the Covid and post-Covid era, are a key pillar in the context of their digital transformation, evolving their activity at a rapid pace on multiple levels, while at the same time a large part of the companies' budget is invested in new technology. This work aims to investigate and analyze the role of digital transformation in the basis of the communication policy of pharmaceutical companies and also in the way that the employees within them perceive, evaluate and act for the best possible achievement of this. To evaluate this information, a questionnaire was designed where employees from various levels within a pharmaceutical organization (market access, marketing, medical, human resource, etc.) were asked to answer anonymously a series of questions. The aim of the thesis is to present the levels of development and adoption of new digital technologies by pharmaceutical companies based in Greece, how they shape the environment and conditions in marketing communication and ultimately how this affects customer and commercial dynamics.
Postgraduate Studies Programme
Πρόγραμμα Μεταπτυχιακών Σπουδών στη Διοίκηση Επιχειρήσεων για Στελέχη (Executive MBA)Department
Σχολή Οικονομικών, Επιχειρηματικών και Διεθνών Σπουδών. Τμήμα Οργάνωσης και Διοίκησης ΕπιχειρήσεωνNumber of pages
88Language
GreekCollections
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Αναφορά Δημιουργού-Μη Εμπορική Χρήση-Όχι Παράγωγα Έργα 3.0 Ελλάδα
Αναφορά Δημιουργού-Μη Εμπορική Χρήση-Όχι Παράγωγα Έργα 3.0 Ελλάδα