Specifičnosti marketinga sadržaja i oglašavanja marki farmaceutskih proizvoda na društvenim medijima

master's thesis

• Title (english): Specificities of content marketing and advertising of pharmaceutical product brands on social media
• Author: Mario Vori
• Mentor: Tanja Komarac (mentor)
• Committee member: Sandra Horvat (član povjerenstva)
• Committee member: Vatroslav Škare (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; (Department of Marketing); Zagreb
• Defense date and country: 2023-09-22, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Marketing

Abstract

U svijetu koji je sve više povezan zahvaljujući modernim tehnologijama, društveni mediji su postali neizostavni dio svakodnevice potrošača i poduzeća. Društveni mediju utječu na način na koji potrošači i poduzeća komuniciraju, ali i na način na koji potrošači prihvaćaju određene informacije, stvaraju mišljenja i donose kupovne odluke. U diplomskom radu, fokus je na specifičnostima marketinga sadržaja i oglašavanja marki farmaceutskih proizvoda na društvenim medijima. Ovo područje posebno je zanimljivo s obzirom na stroge regulative kojima je farmaceutska industrija podložna te zbog važnosti preciznih i vjerodostojnih informacija koje se komuniciraju o proizvodima putem društvenih medija. U radu su predstavljeni rezultati analize sadržajnog marketinga na društvenim medijima odabranih farmaceutskih poduzeća, te rezultati dubinskih intervjua provedenih s voditeljicom digitalnog marketinga i voditeljicom regulatornog odjela poduzeća Salvus. Rad pruža detaljan uvid u prakse i izazove u vezi s problematikom s kojom se farmaceutska poduzeća susreću. Dodatno, pruža i pregled načina komunikacije farmaceutskih marki na društvenim medijima, tako što identificira njihove specifičnosti, ističe pravne izazove, ali i pruža uvide u najbolje prakse i strategije koje poduzeća koriste kako bi učinkovito komunicirala farmaceutske proizvode, unatoč strogim regulatornim okvirima u kojima djeluju.

Abstract (english)

In a world that's increasingly interconnected due to modern technologies, social media has become an integral part of the daily lives of both consumers and businesses. Social media influences the way consumers and companies communicate, as well as how consumers absorb information, form opinions and make purchasing decisions. In this master's thesis, the focus is on the specificities of content marketing and advertising of pharmaceutical brands on social media. This area is particularly intriguing given the stringent regulations to which the pharmaceutical industry is subjected and the importance of providing accurate and credible product information via social media. The thesis presents the results of an analysis of content marketing on social media by selected pharmaceutical companies and the findings from in-depth interviews conducted with the head of digital marketing and the head of the regulatory department of the Salvus company. This thesis offers a comprehensive insight into the practices and challenges related to the issues pharmaceutical companies face. Additionally, it provides an overview of how pharmaceutical brands communicate on social media by identifying their unique characteristics, highlighting legal challenges, and offering insights into best practices and strategies employed by companies to effectively promote pharmaceutical products, despite the strict regulatory frameworks within they operate.

• Keywords: društveni mediji; sadržajni marketing; oglašavanje na društvenim medijima; marketing farmaceutske industrije
• Keywords (english): social media; content marketing; social media advertising; pharmaceutical industry marketing
• Language: croatian
• URN:NBN: urn:nbn:hr:148:232895
• Study programme: Title: Digital marketing; Study programme type: professional; Study level: specialist graduate; Academic / professional title: stručni/a specijalist/specijalistica digitalnog marketinga (stručni/a specijalist/specijalistica digitalnog marketinga)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Access restricted to students and staff of home institution
• Created on: 2023-09-22 14:17:21