Ο ρόλος του μάρκετινγκ στον φαρμακευτικό κλάδο και οι καμπάνιες / εκστρατείες ευαισθητοποίησης ασθενειών ως μέσο προώθησης των φαρμακευτικών εταιρειών : ανάλυση μελέτης περίπτωσης

Μακρή, Σταματία

The role of marketing in the pharmaceutical industry and disease awareness campaigns as a means of promotion used by pharmaceutical companies

Master Thesis

Author

Μακρή, Σταματία

Date

2024

Abstract

This thesis deals with the role of marketing, examining the most important issues surrounding this area, which is fully linked to the smooth functioning of the pharmaceutical industry. The main topic, on which the thesis focuses, concerns disease awareness campaigns. Pharmaceutical companies have various strategies to promote their portfolio products, one of them being disease awareness campaigns. Through the literature review and the study of many scientific articles, books, reports and articles written by pharmaceutical industry executives, this paper examines the most important issues of marketing, the category of pharmaceutical marketing and also presents the current picture of the pharmaceutical industry. Then, special emphasis is placed on the methods of promoting pharmaceutical products. Through a thorough analysis, the context of disease awareness campaigns is presented, explaining how they are planned and implemented. It is important to emphasize that pharmaceutical companies aim at indirect and direct advertising and promotion of their brand in order to strengthen their presence and market share, as well as to increase the sales of their products. At the same time, however, there are the consumers, who are potential patients and also the target of these campaigns. Therefore, it is necessary to study this specific way of promotion in a comprehensive manner and to analyze both the advantages and the disadvantages that characterize it. To further strengthen the analysis, a case study is also chosen, to illustrate the use of these campaigns and their performance in a real-life context. Disease awareness campaigns contribute to informing the public about diseases and available treatments, while being a useful tool for enhancing the image and sales of pharmaceutical companies. The two-way relationship of benefit between companies and society is a well-established fact, and thus by implementing some of the suggestions that this paper concludes, this marketing and promotion strategy can evolve and contribute even more.

Postgraduate Studies Programme

Οικονομικά και Διοίκηση της Υγείας

Department

Σχολή Οικονομικών, Επιχειρηματικών και Διεθνών Σπουδών. Τμήμα Οικονομικής Επιστήμης

Number of pages

200

Language

Greek

URI

https://dione.lib.unipi.gr/xmlui/handle/unipi/16960
http://dx.doi.org/10.26267/unipi_dione/4382

Collections

Τμήμα Οικονομικής Επιστήμης

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Except where otherwise noted, this item's license is described as
Αναφορά Δημιουργού-Μη Εμπορική Χρήση-Όχι Παράγωγα Έργα 3.0 Ελλάδα