Specifičnosti marketinških strategija na tržištu medicinskih tehnoloških proizvoda

master's thesis

• Title (english): Specifics of marketing strategies in the market of medical technological products
• Author: Antonio Stojić
• Mentor: Goran Vlašić (mentor)
• Committee member: Goran Vlašić (predsjednik povjerenstva)
• Committee member: Jurica Pavičić (član povjerenstva)
• Committee member: Zoran Krupka (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; (Department of Marketing); Zagreb
• Defense date and country: 2022-04-20, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Marketing

Abstract

U strateškom planiranju kompanije, marketinška strategija predstavlja ključni strateški plan komercijalizacije proizvoda. Kompanije ulažu znatne napore kako bi prepoznale potencijal i isplativost ulaganja na ciljanom tržištu. Različite vrste marketinških strategija marketinškim stručnjacima omogućavaju polazišnu točku u kreiranju prilagođenih marketinških planova sukladno ostvarenju postavljenog cilja, ponekad marketinške strategije moraju se prilagoditi sukladno tržištu ili krajnjim korisnicima kojim je namijenjen proizvod ili usluga. Ovaj diplomski rad obrađuje temu specifičnosti marketinških strategija na tržištu medicinskih tehnoloških proizvoda, gdje specifičnosti tržišta kao i industrije uvelike ovise o zakonskim ograničenjima te unaprijed definiranim procedurama, svaka pojedinost vezana uz sigurnost i informiranje pacijenta zahtjeva posebnu pozornost marketinških stručnjaka pri kreiranju marketinške strategije. Kompanije koje obavljaju poslovnu djelatnost na tržištu medicinskih tehnoloških proizvoda, su jedne od najinovativnijih kompanija u zdravstvu. Svoje poslovanje temelje na naprednim tehnologijama razvijajući i unapređujući medicinsku struku te pružaju terapeutske postupke koje dovode do ozdravljenja ili bolje kvalitete života pacijenta. S obzirom na direktni utjecaj na čovjeka i čovjekovo zdravlje, u marketingu važno je potvrditi svaku činjenicu provedenim kliničkim istraživanjem i anketama o percepciji pacijenata o mogućim novim načinima i mogućnostima koje pružaju nove tehnologije. Za izradu ovog rada korišteni su primarni i sekundarni izvori podataka, prikupljanje primarnih podataka obavljeno je putem dubinskog intervjua sa marketinškim stručnjakom. Svi podaci su objedinjeni i interpretirani u ovom radu. Istraživanje je obuhvatilo lokalnu podružnicu kompanije Medtronic, Medtronic Adriatic, koja posluje na području adria regije. Putem intervjua ispitan je marketinški menadžer divizije za dijabetes kao osobe zadužene za provođenje i definiranje lokalne marketinške kampanje. Zaključci izvedeni iz istraživanja potvrđuju kako se marketinška strategija definira paralelno uz razvijanje proizvoda, pri tome provodeći specifična pred tržišna istraživanja karakteristična za industriju medicinskih uređaja. Nadalje, način i taktike komercijalizacije i oglašavanja vrše se sukladno zakonskim odrednicama koje limitiraju metode oglašavanja uzimajući uspoređujući ih sa standardnim metodama. Komercijalne taktike specifične su na tržištu medicinskih uređaja te su definirane ovisno o kategoriji proizvoda. S druge strane istraživanje pokazuje kako bez obzira na tromost i zakonska ograničenja tržišta, kompanije nalaze načine izrade kreativnih kampanja i načina usmjerenja marketinških strategija. Ispitanik je potvrdio kako marketinška strategija uvelike ovisi o okruženju u kojem se ona provodi te potpori države, odnosno tržišta na kojem se nastupa te je istaknuo važnost održavanja dugoročnog kontakta sa pacijentima i doktorima. Ključno na tržištu medicinskih uređaja je uspostaviti dugoročni odnos sa pacijentima uzimajući u obzir kako upravo oni postaju ovisni o terapijskim učincima proizvoda.

Abstract (english)

In a company’s strategic planning, marketing strategy is a key strategic product commercialization plan. Companies are making significant efforts to recognize the potential and cost-effectiveness of investing in the target market. Different types of marketing strategies provide marketing experts with a starting point in creating customized marketing plans in accordance with the set goal, sometimes marketing strategies must be tailored to the market or end users of the product or service. This thesis deals with the specifics of marketing strategies in the market of medical technology products, where the specifics of the market and industry largely depend on legal restrictions and predefined procedures, every detail related to patient safety and information requires special attention of marketing experts in creating marketing strategies. Companies that operate in the market of medical technology products are one of the most innovative companies in healthcare. They base their business on advanced technologies by developing and advancing the medical profession and providing therapeutic procedures that lead to healing or a better quality of life for the patient. Given the direct impact on man and human health, in marketing it is important to confirm every fact conducted by clinical research and surveys on patients' perceptions of possible new ways and possibilities of new technologies. Primary and secondary data sources were used for the preparation of this paper, and the collection of primary data was done through an in-depth interview with a marketing expert. All data are summarized and interpreted in this paper. The research included a local branch of Medtronic, Medtronic Adriatic, which operates in the adria region. Through the interview, the marketing manager of the diabetes division was questioned as the person in charge of conducting and defining the local marketing campaign. The conclusions drawn from the research confirm that the marketing strategy is defined in parallel with product development, while conducting specific pre-market research characteristic of the medical device industry. Furthermore, the manner and tactics of commercialization and advertising are carried out in accordance with legal provisions that limit the methods of advertising by comparing them with standard methods. Commercial tactics are specific to the medical device market and are defined depending on the product category. On the other hand, research shows that despite the sluggishness and legal constraints of the market, companies are finding ways to design creative campaigns and ways to target marketing strategies. The respondent confirmed that the marketing strategy largely depends on the environment in which it is implemented and the support of the state, ie the market in which it operates, and stressed the importance of maintaining long-term contact with patients and doctors. The key in the medical device market is to establish a long-term relationship with patients, taking into account how they become dependent on the therapeutic effects of the product.

• Keywords: marketinška strategija; tržište medicinskih uređaja; komercijalizacija
• Keywords (english): marketing strategy; medical device market; commercialization
• Language: croatian
• URN:NBN: urn:nbn:hr:148:665565
• Study programme: Title: Business Economics; Study programme type: university; Study level: integrated undergraduate and graduate; Academic / professional title: magistar/magistra ekonomije (magistar/magistra ekonomije)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Open access
• Created on: 2022-05-05 14:54:04