20.500.12556/RUL-143334 Koronavirus kot priložnost za trženje medicinskih pripomočkov in zdravil brez recepta diplomsko delo Coronavirus as an opportunity to market over the counter medical devices and medications Sredi pandemije koronavirusa so se na trgih po vsem svetu pojavile spremembe. Zdravstveni sektor, vključno s farmacevtskimi podjetji, prišel j e v središče pozornosti, njihovi izdelki in storitve pa so postali najpomembnejši. Namen diplomskega dela je raziskati in ugotoviti, kako se je tržni splet medicinskih izdelkov in medicinske opreme spremenil v času svetovne pandemije koronavirusa. Analiza razpoložljivih podatkov je pokazala naslednje, tržni splet farmacevtskih izdelkov se je spreminjal in prilagajal spremembam trga in vedenja potrošnikov. Ugotovitve potrjujejo, da so porast spletnih storitev in digitalizacija procesov ter sprememba poslovnih modelov spodbudili novo dobo farmacevtskih podjetij. Farmacevtski sektor že leta raste ter povečuje dobičkonosnost in medtem ko so drugi sektorji zaradi pandemije imeli precejšnje težave, je farmacevtski sektor v večini primerov prebrodil težave in pokazal nadaljnjo rast v času pandemije. Spremembe v vedenju potrošnikov, ki so se zgodile med pandemijo, so povzročile, da so se farmacevtska podjetja osredotočila na izdelke, po katerih je bilo med pandemijo povečano povpraševanje, razvila boljšo spletno komunikacijo s potrošniki, zagotovila dostopnost izdelkov, poiskala nove načine transporta in distribucije izdelkov ter v skladu z večjim povpraševanjem zvišala cene določenih izdelkov. Amidst coronavirus pandemic changes appeared in markets all over the world. Healthcare sector, including pharmaceutical companies came into spotlight and their products and services became the most important ones. The purpose of this thesis is to research and conclude how marketing mix of medical products and medical equipment changed in the time of global coronavirus pandemic. Analysis of the available data have shown that marketing mix of the pharmaceutical products changed and adjusted to the change of market and consumer behaviour. The findings confirm that increase of online services and digitalization of process as well as change of business models incited a new era of pharmaceutical companies. Pharmaceutical sector has been growing and increasing profitability for years, and while other sectors have experienced substantial difficulties because of the pandemic, pharmaceutical sector in most parts overcame difficulties and showed further growth during pandemic. Changes in consumer behaviour that occurred during the pandemic, caused pharmaceutical companies to focus on products that were experiencing increased demand during pandemic, develop better online communication with consumers, ensure the availability of products, find new ways of product transportation and distribution, and increased demand enabled them to increase price of certain products. farmacevtski izdelki zdravila brez recepta pandemija koronavirusa marketinški splet pharmaceutical products over the counter medications (OTC) coronavirus pandemic marketing mix true true false [I. Lakić] Angleški jezik Slovenski jezik Diplomsko delo/naloga 2022-12-15 08:30:01 2022-12-15 08:30:09 2022-12-20 13:17:35 0000-00-00 00:00:00 2022 0 Ljubljana 0 Ljubljana 59 str. 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 339.138:615.4(043.2) 147739 134758915 10583.pdf 10583.pdf 1 4F4340390E75AE8C6D8DD76CB16ECEF7 db61b9f463e5418848c3a7f2e74743067eaddffc075294c48b424ac5923ddb77 2755e93a-7c4a-11ed-9c94-00155dcfd717 https://repozitorij.uni-lj.si/Dokument.php?lang=slv&id=164972 Fakulteta za družbene vede 0 0 0