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Stopnja prilagoditve oglaševanja OTC izdelkov na digitalna orodja
Gorjup, Martina (Author), Kline, Mihael (Mentor) More about this mentor... This link opens in a new window, Pušnik, Maruša (Co-mentor)

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Abstract
Magistrsko delo obravnava prilagoditev oglaševanja zdravil brez recepta na digitalna orodja in kanale v Sloveniji na primeru izbranih izdelkov podjetij Lek, Krka, Medis in MSD (podjetje Merck Sharp & Dohme). V teoretičnem delu opredelimo trženje in ovrednotimo digitalizacijo kot inovacijo. Osredotočimo se na digitalni marketing s poudarkom na oglaševanju. Analiziramo izbrano farmacevtsko industrijo, ki je pri svojih trženjskih aktivnostih vezana na državne predpise (Pravilnik o oglaševanju) in interne procese potrjevanja oglasov (Cornet Prat, 2017). Odgovarjamo na raziskovalno vprašanje, kako so se spremenili načini oglaševanja v farmacij glede na digitalizacijo trženja. V raziskovalnem delu opredelimo metodološki okvir naloge, kjer opišemo metodo študije primera ter podamo argumente za izbor izdelkov in njihove primerjalne karakteristike. Pri tem si pomagamo s podvprašanjema: v kolikšni meri so se spremenili načini oglaševanja OTC izdelkov v času digitalne transformacije ter ali lahko visoko regulirano oglaševanje OTC izdelkov kljub omejitvam uporablja interaktivne digitalne kanale? Potrdimo, da se je način oglaševanja za izbrane OTC izdelke spremenil, kot kažeta primera modela pacientove poti na spletu McKinsey in A. T. Kearney, vendar je to v Sloveniji prisotno v omejenih okvirih (primeri Lek, Krka, Medis). Predvidevamo, da je to povezano predvsem z zakonskimi in internimi omejitvami podjetij. Dodatno izbrana primera kampanj za izobraževalne namene zdravil na recept pa kažeta, da sta prilagoditev in uporaba digitalnih orodij mogoči kljub strožjim omejitvam, vendar zahtevata določeno znanje in iznajdljivost.

Language:Slovenian
Keywords:oglaševanje, farmacija, digitalno oglaševanje, zdravila brez recepta.
Work type:Master's thesis/paper (mb22)
Organization:FDV - Faculty of Social Sciences
Year:2018
COBISS.SI-ID:35828061 Link is opened in a new window
Views:413
Downloads:277
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Secondary language

Language:English
Title:Level of adaptation of advertising OTC products on digital tools
Abstract:
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.

Keywords:advertising, pharma, digital advertising, over the counter drugs.

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