PROMOCIJA FARMACEUTSKE INDUSTRIJE ZA BEZRECEPTNE LIJEKOVE

undergraduate thesis

• Title (english): PROMOTION OF THE PHARMACEUTICAL INDUSTRY FOR OTC DRUGS
• Author: Amela Savić
• Mentor: Irena Pandža Bajs (mentor)
• Granter: University of Zagreb; Faculty of Economics and Business; (Department of Marketing); Zagreb
• Defense date and country: 2015-09-30, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics

Abstract

Sve veća konkurencija na tržištu bezreceptnih lijekova stavlja farmaceutska poduzeća pred velike izazove. Stvaranje svijesti i lojalnih potrošača za svoj bezreceptni lijek zadaća je marketinških stručnjaka. Izazov koji je pred njima je veći nego u većini drugih poduzeća jer su pravila za promociju bezreceptnih lijekova vrlo stroga. Pravila su propisana od strane Ministarstva zdravlja, a pridržavaju li se farmaceutska poduzeća tog pravilnika prati Agencija za lijekove i medicinske proizvode. Cilj rada je istražiti na koji se način na hrvatskom tržištu odvija promocija bezreceptnih lijekova. U istraživanje su uključena domaća i strana farmaceutska poduzeća. Za analizu elemenata promocije bezreceptnih lijekova na hrvatskom tržištu korištene su informacije dobivene od ljekarnika te predstavnika poduzeća GlaxoSmithKline, Alca Zagreb i MediaCom CE Zagreb. Analizom je zaključeno da su najaktivnija poduzeća Belupo i Pliva jer nastoje koristiti sve oblike promocije.

Abstract (english)

Increasing competition in the market of over-the-counter (OTC) drugs puts pharmaceutical companies before great challenges. Creating awareness and loyal customers is task of marketing experts. Their challenge is higher than for most other companies because the rules for the promotion of OTC drugs are very strict. The rules are written by the Ministry of Health and compliance with rules is overviewd by the Agency for Medicinal Products and Medical Devices. The aim is to investigate ways of promotion of OTC drugs in Croatian market. The study included both domestic and foreign pharmaceutical companies. Information used for the analysis of the elements of promotion of OTC drugs in the Croatian market is provided by pharmacists and representatives of the company GlaxoSmithKline, Alca Zagreb and MediaCom CE Zagreb. Analysis conclusion is that the most active companys are Belupo and Pliva because they try to use all forms of promotion.

• Keywords: farmaceutsko poduzeće; bezreceptni lijek; promocija; farmakovigilancija
• Keywords (english): pharmaceutical company; over-the-counter drug; promotion; pharmacovigilance
• Language: croatian
• URN:NBN: urn:nbn:hr:148:337190
• Study programme: Title: Business Economics; Study programme type: university; Study level: undergraduate; Academic / professional title: sveučilišni/a prvostupnik/prvostupnica (baccalaureus/baccalaurea) ekonomije (sveučilišni/a prvostupnik/prvostupnica (baccalaureus/baccalaurea) ekonomije)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Access restricted to students and staff of home institution
• Created on: 2016-07-14 12:19:19