Φαρμακευτικό μάρκετινγκ στη σύγχρονη αγορά. Τεχνικές προώθησης στο σύγχρονο φαρμακείο. Προβλήματα που αντιμετωπίζουν τα φαρμακεία και τεχνικές αντιμετώπισης
Pharmaceutical marketing in modern market. Potential techniques, challenges in community pharmacies and strategic responses
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Keywords
Pharmaceutical market ; Marketing ; Community pharmaciesAbstract
This dissertation aims to examine the role and applications of pharmaceutical marketing in the contemporary consumer’s market with particular emphasis on the strategies and techniques implemented in Greek community pharmacies. Its objective is to analyze how pharmacists, are constantly operating in a dynamic and constantly changing healthcare environment. This essay can utilize modern tools and how to face their competitors. Also aims to strengthen their competitive profile and enhance the quality of the healthcare services that they provide.
The study highlights the main potential techniques currently applied, such as personalizes customer services, effective product placement-merchandising, promotional activities that must be placed in-store, rational use of other techniques such as market segmentation, of course the use of digital communication channels and finally the development of value-added services. At the same time, it records the key challenges faced by pharmacy owners, including commercial pressures, frequent pricing changes, regulatory shifts, as well as the increasing competitions among the simple community pharmacies with the online pharmacies.
In response, the dissertation advances a range of adaptive strategies, including the differentiation through specialized healthcare services, the cultivation trust-based pharmacist and patient’s relationship, strategic use of the social media and other technological techniques and the pursuit of continuous professional training. This essay furthermore concludes that marketing constitutes an essential tool for the survival and growth of modern pharmacies, enabling them to succeed at a highly competitive environment characterized by rapid transformation and intense competition. It’s very important for all of us to understand that pharmacist’s role is to primary provide for the good of society’s healthcare.
Postgraduate Studies Programme
Οικονομικά και Διοίκηση της ΥγείαςDepartment
Σχολή Οικονομικών, Επιχειρηματικών και Διεθνών Σπουδών. Τμήμα Οικονομικής ΕπιστήμηςNumber of pages
83Language
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