The Influence of Multi-Channel Advertising by the Pharmacy on Customers and Identification of Advertising Perceptions by Customers

Simple item page
dc.contributor.authorWick, Alexander
dc.contributor.authorStrážovská, Ľubomíra
dc.contributor.authorKoczian, Bernhard
dc.contributor.otherEkonomická fakultacs
dc.date.accessioned2023-09-27T12:41:05Z
dc.date.available2023-09-27T12:41:05Z
dc.description.abstractEffective 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.en
dc.formattext
dc.identifier.doi10.15240/tul/009/lef-2023-51
dc.identifier.isbn978-80-7494-627-1
dc.identifier.urihttps://dspace.tul.cz/handle/15240/172867
dc.language.isoen
dc.publisherTechnická Univerzita v Libercics
dc.publisherTechnical university of Liberec, Czech Republicen
dc.publisher.abbreviationTUL
dc.relation.isbasedonBARBOSA, M et al. (2020). Sustainable strategic management (GES): sustainability in small businesses. Journal of Cleaner Production, 258, 120880. https://doi.org//10.1016/j.jclepro.2020.120880.
dc.relation.isbasedonBAUER, E. and KORFF, C. (2023). German Pharmacists Association Economic Forum 2023. Berlin: DAV/ABDA.
dc.relation.isbasedonBILL, A. (2020). Category Management. In: apothekenmarkt, February 2020 issue. Merzig: kohlpharma GmbH. S. 10 - 11.
dc.relation.isbasedonBRANDMEYER, K. et al. eds. (2015). Medicine meets brand. Branding techniques for the healthcare market. Wiesbaden: Springer. ISBN 978-3-658-06655-0.
dc.relation.isbasedonBRODTKORB, A. T. (2016). Digitalisation is changing brand strategies. The Brand Compass. Issue 01, 2016. Hamelin: Sedai-Druck. p. 14.
dc.relation.isbasedonBundesvereinigung Deutscher Apothekerverbände e. V. (ABDA) (2023 (a)) . DIE APOTHEKE - ZAHLEN, DATEN, FAKTEN 2023. Berlin: Köllen Druck+Verlag.
dc.relation.isbasedonBundesvereinigung Deutscher Apothekerverbände e. V. (ABDA) (2023 (b)).
dc.relation.isbasedonGROTE, A. (2019). Cinderella's chance. How free choice becomes a success. Pharmacy + Marketing. Issue 05, October 2019. wiesbaden: Springer Medicine. pp. 18-20.
dc.relation.isbasedonHARAMINOVA, Z. et al. (2017). Purchase of prescription and OTC medicines in Slovakia: factors influencing patients' expectations and satisfaction. Brazilian Journal of Pharmaceutical Sciences. Volume 53; No. 1. http://doi.org/10.1590/s2175-97902017000116035.
dc.relation.isbasedonHAUBROCK, A. and ÖHLSCHLEGEL-HAUBROCK, S. (2015). The Myth of the Customer King. How customer orientation actually succeeds. 4th ed. Wiesbaden: Springer. ISBN 978-3-658-07758-7.
dc.relation.isbasedonMACARTHUR, D. (2007). European Pharmaceutical Distribution: Key Players, Challenges and Future Strategies [online]. London: Scrip Reports. Available from: https://www.researchgate.net/publication/265232682_European-Pharmaceutical_Distribution_Key_Players_Challanges_and_Future_Strategies.
dc.relation.isbasedonMEFFERT, H. et al. (2019). Marketing. Fundamentals of market-oriented corporate management. Concepts - instruments - practical examples. 13th, revised and expanded edition. Wiesbaden: Springer. ISBN: 978-3-658-21195-0 [online]. https://doi.org/10.1007/978-3-658-21196-7.
dc.relation.isbasedonMNUSHKO, Z. M et al. eds. (2016). Management and Marketing in Pharmacy. Kharkiv: Dialog. ISBN 978-617-7357-01-07.
dc.relation.isbasedonMOREIRA, A. and SANTOS, M. F. (2020). Multichannel Interaction for Healthcare Intelligent Decision Support [online]. International Workshop on Hospital 4.0 (Hospital). April 6-9, 2020, Warsaw, Poland. Available from: http://creativecommons.org/licenses/by-nc-nd/4.0/.
dc.relation.isbasedonMUBARAK, M. F. / YUSOFF, W. F. N. (2019). The impact of strategic leadership on strategy implementation. British Journal of Management and Marketing Studies, 2(1), 32-43. https://doi.org/10.4236/jhrss.2019.73023.
dc.relation.isbasedonNOWEDA (2017). Marketing basics for pharmacies. [online]. Available at: https://www.noweda.de-apothekenberatung.de/.
dc.relation.isbasedonOTT, R. (2008). Marketing for pharmacists. Always one step ahead. 2nd, revised and expanded edition. Stuttgart: Deutscher Apotheker Verlag. ISBN: 978-3-7692-4352-9.
dc.relation.isbasedonPIRCK, P. (2015). Pharmacy: As a brand to new strength. In Medicine meets brand. Branding for the health care market. BRANDMEYER, K. et al. eds. Wiesbaden: Springer. pp. 145-156. https://doi.org/10.1007/978-3-658-06655-0_14.
dc.relation.isbasedonSCHRAGE, A. (2012). Pharma Multichannel Marketing: Are you ready? Yearbook Healthcare Marketing. Hamburg: New Business. pp. 61-65. ISBN 978-3-3936-18235-4.
dc.relation.isbasedonSAMOSHCHENKOVA, F. and GARANKINA, R. Y. (2017). Category management in the management of minimum assortment of the pharmaceutical organization. Pharmacy & Pharmacology. Volume 5; No.1. https://doi.org/10.19163/2307-9266-2017-5-1-49-63.
dc.relation.isbasedonUMBACH, G. (2018). Successful in pharmaceutical marketing. How to win doctors, pharmacists, patients, experts and managers as customers. 3rd, updated and expanded edition. Wiesbaden: Springer. ISBN 978-3-658-18482-7.
dc.relation.isbasedonWALTER, E. and LAZIC-PERIC, A. (2017). Distribution profile and efficiency of the European pharmaceutical full-line wholesaling sector. Vienna: Institute for Pharmaeconomic Research.
dc.relation.isbasedonWEIßENFELDT, F. (2018). Digitalisation in the pharmacy market is in full swing. Shape the change! [online]. Available at: htpps://www.iquiva.com/-/media/iqiva/pdfs/cese/Germany/publikationen/article/die-digitalisierung-im-apothekemarkt-ist-im-vollem-gange.html.
dc.relation.isbasedonZENTIVA (2016). Email Marketing [online]. Berlin: Zentiva. Available from: htpps://zentiva.de/fortbildungen-apotheker/schulungsreihe/Digitales_Marketing_Teil_II/.
dc.relation.ispartofLiberecké ekonomické fórum 2023cs
dc.relation.ispartofLiberec Economic Forum 2023en
dc.subjectIndustry analysisen
dc.subjectadvertisingen
dc.subjectpharmaceutical industryen
dc.subjectdispensary pharmacyen
dc.subjectmedical devicesen
dc.subjectmarketingen
dc.titleThe Influence of Multi-Channel Advertising by the Pharmacy on Customers and Identification of Advertising Perceptions by Customersen
dc.typeproceeding paperen
local.accessopen
local.citation.epage478
local.citation.spage471
local.facultyFaculty of Economics
local.fulltextyes
local.relation.abbreviationLEFcs
local.relation.abbreviationLEFen
Files
Original bundle
Now showing 1 - 1 of 1
Thumbnail Image
Name:
LEF_2023_51.pdf
Size:
374.93 KB
Format:
Adobe Portable Document Format
Description:
conference paper
Download
Collections
LEF 2023