ISTRAŽIVANJE ULOGE I VAŽNOSTI PRODAJNIH EDUKACIJA U HRVATSKOJ LJEKARNIČKOJ PRAKSI

master's thesis

• Title (english): RESEARCHING THE ROLE AND IMPORTANCE OF SALES EDUCATION IN CROATIAN PHARMACY PRACTICE
• Author: Ivana Petrović
• Mentor: Marija Tomašević-Lišanin (mentor)
• Committee member: Mirko Palić (predsjednik povjerenstva)
• Committee member: Miroslav Mandić (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; Zagreb
• Defense date and country: 2019, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Marketing

Abstract

U suvremenom svijetu svaka država, odnosno gospodarstvo, ulaže velike napore u razvitak i poboljšanje cjelokupnog zdravstvenog sustava. Zbog toga se stavlja i sve veći naglasak na ulogu ljekarni u ukupnoj zdravstvenoj zaštiti, jer je često baš ljekarnik, odnosno farmaceut, prva osoba kojoj se pacijenti obraćaju s upitima povezanim s vlastitim zdravstvenim poteškoćama. U ovom diplomskom radu je prikazan cijeli zdravstveni vrijednosni lanac Republike Hrvatske, a uže područje interesa i istraživanja rada usmjereno je na ljekarnički sektor. Naglasci sekundarnog istraživanja stavljeni su općenito na poslovanje u branši ljekarničke maloprodaje, te pojašnjenje novih trendova u ljekarništvu, a primarno istraživanje je bilo više usmjereno na analizu prodajno-savjetničke uloge ljekarnika u njegovom odnosu s pacijentima kao i na znanja i vještine koje pri tome upotrebljava. Glavni dio ovog djela posvećen je ulozi i važnosti prodajnih edukacija za potrebe ljekarnika. Primarno istraživanje je provedeno putem anketnih upitnika, a koje su ispunjavali zaposlenici u ljekarnama, odnosno magistre i magistri farmacije te farmaceutski tehničari i tehničarke. Uzorkovanje je bilo namjerno i prigodno te je u istraživanju sudjelovalo 34 ispitanika. Anketa je bila distribuirana na dva načina, osobnim uručenjem u ljekarnama i koristeći se objavom na društvenim mrežama. Iako je analizom odgovora na anketna pitanja vidljivo i utvrđeno da pojedini ljekarnici imaju otpor prema prodajnim edukacijama, većina njih je svjesna važnosti prodajno-savjetničkih vještina, te ima dovoljno zainteresiranih za sudjelovanje u takvim edukacijama. To znači da u ovom segmentu nisu još dostatno iskorištene sve mogućnosti, te da postoji značajan prostor za unapređenje. Osim što ovakve vrste edukacije ljekarnicima osiguravaju vlasnici ljekarni i ljekarničkih lanaca, u ulozi poslodavca, postoji dobra prilika i prostor da se ponudom različitih vrsta edukacije od strane proizvođača farmaceutskih proizvoda i/ili veledrogerija, doda nova vrijednost ukupnom odnosu između ljekarnika i njihovih dobavljača, te se kroz povećanje produktivnosti i učinkovitosti ljekarnika ostvari uzajamna poslovna korist.

Abstract (english)

In the modern world, every country is investing great effort to develop and improve its health system. Because of that there is a growing emphasis on pharmacies in the health system, furthermore pharmacist is oftentimes the first person whom patients talk to regarding their health issues. In this master’s thesis it’s presented the entire health value chain of the Republic of Croatia with a greater focus on the Croatian pharmacy sector. The secondary research stress out pharmacy retail business in general, but also appearance of new pharmacy trends, the primary research is more focused on analyzing pharmacist sales-advisory role in their relationship with patients but also their knowledge and skills during the process. The main part of this master’s thesis is dedicated to the role and importance of sales education for pharmacists in Croatian pharmacy practice. The primary research was conducted through questionnaires which were filled in by pharmacy employees, i.e. masters of pharmacy and pharmacy technicians. The sampling was intentional and appropriate and 34 respondents participated in the survey. The survey was distributed in two ways, by personal delivery to pharmacies and by posts on the social networks. Even though the analysis of the answers to the survey questions shows that some pharmacists have resistance to the sales education, most of them are aware of the importance of sales-advisory skills, meaning there is enough interested pharmacists to get involved in that kind of education. Furthermore, that means that there is a significant scope for improvement, i.e. not all educational options are fully utilized in the Croatian pharmacy segment. Besides pharmacy owners, as employers, which provides sales-advisory education to pharmacists there is a great opportunity and a chance for the manufacturers of pharmaceutical products and/or wholesalers to provide various types of educations to pharmacists, that kind of approach can provide added value towards overall relationship between pharmacists and their suppliers, therefore the productivity and efficiency of the pharmacists will increase and that will consequently bring mutual business benefits.

• Keywords: hrvatski zdravstveni sustav; ljekarnička praksa; ljekarnik; prodajne edukacije
• Keywords (english): Croatian health system; pharmacy practice; pharmacist; sales education
• Language: croatian
• URN:NBN: urn:nbn:hr:148:486187
• Study programme: Title: Business Economics; Study programme type: university; Study level: graduate; Academic / professional title: magistar/magistra ekonomije (magistar/magistra ekonomije)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Access restricted to students and staff of home institution
• Created on: 2019-09-27 09:27:05