Browsing by Author "Koczian, Bernhard"

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    Generation Z as Employees in Public Pharmacies in Germany – Difficulties for the Health Care System in the Area of Pharmaceutical Supply due to the Absence of Skilled Workers
    (Technická Univerzita v Liberci, ) Koczian, Bernhard; Gubíniová, Katarína; Wick, Alexander; Ekonomická fakulta
    Generation Z is the workforce generation for the next 20 years and poses a problem for some industries. One of these is the pharmaceutical sector of pharmacies, which performs the important task of providing medicines and related advice. The shortage of skilled workers in pharmacies is not a new problem and was already recognised in the 1990s, but due to the generative characteristics of the members of Generation Z, it poses a new challenge. Pharmacies need the next generation and must also adapt to demands of Generation Z, which, however, does not seem ready for this in many areas due to the structure and processes of pharmacy services. Pharmacies have undergone some changes in their areas of service delivery and some have already gone relatively far digital and are planning with part-time models. Nevertheless, there is still a shortage, which shows that pharmacy is not a preferred career field of the generation. For the personnel management of pharmacies, it is necessary to find the parameters that appeal to the representatives of the generation and adapt them to the personnel search. In this paper, the Big Five personality traits and the behavioural economics of Generation Z will be compared with the requirements of the pharmacy profession in order to determine some parameters.
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    The Influence of Multi-Channel Advertising by the Pharmacy on Customers and Identification of Advertising Perceptions by Customers
    (Technická Univerzita v Liberci, ) Wick, Alexander; Strážovská, Ľubomíra; Koczian, Bernhard; Ekonomická fakulta
    Effective use of media channels in marketing requires a thorough understanding of the target audience and the channels they are most likely to use. Successful implementation of media channel strategies can increase brand awareness, customer loyalty and sales. Pharmacies are highly location-based and need to tailor their marketing efforts to specific regions to ensure maximum effectiveness. They need to tailor their marketing strategies to the specific preferences and behaviours of the target audience in each region. A company targeting a region (e.g. village regions) where many families live, for example, may need to tailor its marketing messages to required values. This includes highlighting families in advertising or emphasising how their products or services can add value to them. There needs to be a coordinated marketing strategy. In this paper, the objective is to find out whether customers are generally interested in advertising medical products and, if so, which media channels they prefer. From this it can be deduced whether a multi-channel strategy would be worthwhile for retail pharmacies. Based on the results of a customer survey, it can be said that medical product advertising is perceived on various channels, but that the proportion is low, with only about half as a target group.