The Online Marketing Strategy of Pharmaceutical companies post Covid-19

Bujdosó Máté (2024) The Online Marketing Strategy of Pharmaceutical companies post Covid-19. Kereskedelmi, Vendéglátóipari és Idegenforgalmi Kar.

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Absztrakt (kivonat)

As with many global outbreaks before it, COVID-19 has catalysed profound change and innovation for all of humanity to adapt, work together, and overcome, especially the pharmaceutical industry, prompting companies to recalibrate their marketing strategies quickly and efficiently in response to the ever-changing modern digital landscape. Drawing from a comprehensive review of relevant literature and empirical research, this study investigates how pharmaceutical companies have used digital platforms to communicate vital health information, change consumer behaviour, and promote products in the post-COVID-19 era.The research uses a mixed-methods approach, incorporating both qualitative and quantitative analyses. These qualitative methods include interviews with key figures in the industry and various focus groups to notice emerging trends, challenges, and the best practices already set up in online marketing strategies. Quantitative analysis provides empirical evidence on the efficiency and overall impact of digital marketing campaigns and their impact on sales performance and brand perception.Key themes explored in this thesis involve analysing the strategic utilization of social media platforms for targeted messages and the use of data analytics to personalize marketing content to shift consumer behaviour. The study also examines ethical implications, health literacy and the role of trust and credibility in shaping online marketing strategies for pharmaceutical products. The goal of this scientific research is to furnish the reader with a comprehensive understanding of the evolving landscape of pharmaceutical marketing, offering actionable insight. By illuminating the inherent obstacles and opportunities associated with digital marketing, this thesis aims to foster innovation in pharmaceutical marketing to better serve the needs of patients and healthcare professionals worldwide.

Intézmény

Budapesti Gazdasági Egyetem

Kar

Kereskedelmi, Vendéglátóipari és Idegenforgalmi Kar

Tanszék

Kereskedelem Tanszék

Tudományterület/tudományág

NEM RÉSZLETEZETT

Szak

Kereskedelem és marketing

Mű típusa:	diplomadolgozat (NEM RÉSZLETEZETT)
Kulcsszavak:	Covid-19, health literacy, marketing strategy, online marketing, patient influencers
SWORD Depositor:	Archive User
Felhasználói azonosító szám (ID):	Archive User
Rekord készítés dátuma:	2024. Júl. 15. 10:04
Utolsó módosítás:	2024. Júl. 15. 10:04

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