Marketingové nástroje zvyšující doporučování značky dentálními hygienistkami

The aim of the thesis is to reveal the insights of dental hygienists about the elements of marketing communication, which further influence hygienists when recommending products to patients. In-depth interviews were used to obtain this knowledge and thematic analysis was used for the subsequent processing of the data. When recommending products, hygienists are most influenced by their own experience with the products. The most important marketing tools are personal selling and sales promotion. The research revealed important elements of personal selling that should not be neglected in meetings, but also those that are currently being used in an inappropriate way and it would be advisable to modify them. Particular emphasis should be placed on the announcement and regularity of meetings, which are conducted in an appropriate manner using not only verbal but also non-verbal communication, gestures and technical devices. At meetings, sufficient space should also be provided for hygienists' questions, and the representative should have sufficient experience and knowledge, and it should be in his interest to answer questions. From the area of sales support, the most important thing is the amount of donated samples and their variety. The output of the analysis of the obtained data is also suggestions for improving mutual communication in order to make it more efficient. The findings and recommendations can be a valuable asset in the future when planning visits by professional consultants to dental hygienists and which can also lead to an increase in awareness of the presented company and an increase in sales.