Το ψηφιακό ταξίδι του ασθενούς στο διαδίκτυο. Ο ρόλος της φαρμακοβιομηχανίας και προτάσεις μάρκετινγκ
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Keywords
Ψηφιακό ταξίδι ; Φαρμακευτικό μάρκετινγκ ; ΑσθενήςAbstract
This thesis showcases the key points of the digital patient journey in Greece, the role of the pharmaceutical industry in its optimization as well as marketing proposals through the Participant Observation method. The 1st part of the thesis is theoretical. Most specifically, the first chapters analyze the relationship between patients and the Internet, the role of digital tools, the risks and benefits that emerge from this relationship, as well as the position of the pharmaceutical industry. The 2nd part captures real marketing propositions and the analysis of two real case studies through the method of participatory observation.