Μάρκετινγκ φαρμακείου - παραφαρμακευτικών προϊόντων
Pharmacy marketing - parapharmacy products
The pharmaceutical and parapharmaceutical industries have undergone significant transformations in recent years, driven by evolving consumer preferences, advances in technology and changing regulations. This thesis explores the complex world of marketing in the pharmacy and parapharmacy sectors, with the aim of shedding light on the strategies, challenges and opportunities facing firms operating in these sectors. The study begins with an in-depth examination of the global pharmacy and parapharmacy market, highlighting key market drivers, emerging trends and consumer behaviour. It delves into the distinctions between pharmaceuticals and parapharmaceuticals, clarifying their roles in the healthcare ecosystem and their importance in marketing strategies. In addition, this thesis explores the unique challenges that pharmacy and parapharmacy businesses face in marketing their products, including stringent regulatory requirements, competition from online retailers, and changing consumer expectations. It analyses the strategies used by successful businesses to overcome these challenges, emphasising the importance of customer-centric approaches, digital marketing and sustainable practices. Valuable insights are provided for industry stakeholders, businesses and policy makers, highlighting the importance of adapting marketing strategies to meet evolving consumer needs while maintaining the highest standards of ethics and patient care.