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.
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