The master's thesis deals with the adaptation of the advertising of non-prescription drugs to digital tools and channels in Slovenia, in the cases of selected company products: Lek, Krka, Medis and MSD.
In the thesis we characterize marketing and digitization define as innovation. We focus on digital marketing with an emphasis on advertising. We analyze selected pharmaceutical industry, which marketing activities are regulated from the state (with local law) and with internal approval processes (Cornet Prat 2017). We are motivated by the question: How have the methods of advertising in pharma changed with the respect to the digitization of marketing? In the research section we define the methodological framework of the assignment, which describes the case study method and the arguments for the selection of products and their comparative characteristics. We asked the following questions as additional guidance: to what extent have the OTC products changed during the digital transformation? and can highly regulated OTC products use interactive digital channels, despite restrictions? We confirmed that the way of advertising for selected OTC products has changed, as shown in cases of McKinsey and A.T. Kearney, but its present is limited (Cases Lek, Krka, Medis). We assume that this is mainly related to legal and companies internal regulations. As addition selected campaigns for the educational purposes of prescription drugs suggests that despite even greater restrictions, adaptation and use of digital tools is possible, but requires a certain amount of knowledge and inventiveness.