The Influence of Multi-Channel Advertising by the Pharmacy on Customers and Identification of Advertising Perceptions by Customers
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Technická Univerzita v Liberci
Technical university of Liberec, Czech Republic
Technical university of Liberec, Czech Republic
Abstract
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.
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Industry analysis, advertising, pharmaceutical industry, dispensary pharmacy, medical devices, marketing
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ISBN
978-80-7494-627-1