Specifika marketingové komunikace ve farmaceutickém průmyslu

The diploma thesis deals with marketing communication of pharmaceutical companies. It focuses primarily on the regulation of advertising in individual areas of pharmacy, as well as the communication mix with regard to the group of medicinal products, which are divided into over-the-counter and prescription drugs. Each of these groups has completely different communication tools in targeting consumers, who can be in this sector end customers (patients) and crucial members of the whole process, i.e. doctors. The aim of the work is to determine the perception of the current regulation of marketing communication in pharmacy and to propose more effective communication tools for individual areas of the pharmaceutical industry. In the first part, the environment of the pharmaceutical industry is characterized using the historical context, market data of pharmaceutical companies and the overall economic situation. As a next step, the marketing and communication mix with an emphasis on the specifics of pharmacy is described. This is followed by own research in the form of in-depth interviews with marketing experts in pharmacy. Finally, the findings from the research are formulated and compared with information from the literature review. Using the above-mentioned tools, conclusions and suggestions for further research are set.