Public Relations ist eine zentrale Chance im Marketing-Mix für OTC-Arzneimittel. Zunehmend kritische Patienten können so von den Vorteilen rezeptfreier Arzneimittel nachhaltig überzeugt werden und Meinungsführerschaften in einer zunehmend online dominierten Medienbranche aufgebaut und gesteuert werden.
Diese Masterarbeit überprüft anhand von Leitfadeninterviewa mit Experten der Pharmabranche die Chancen von PR im Rahmen der Marketingkommunikation.
Table of Contents
- Introduction
- Context and Research Question
- Theoretical Framework
- Methods and Materials
- Chapter 1: Literature Review
- Existing Research on the Topic
- Key Concepts and Theories
- Research Gaps and Opportunities
- Chapter 2: Empirical Findings
- Data Collection and Analysis
- Results and Interpretation
- Discussion of Findings
- Chapter 3: Implications and Recommendations
- Practical Applications of the Research
- Recommendations for Future Research
- Conclusion
Objectives and Key Themes
This work aims to explore [briefly describe the main topic of the work]. The primary objectives are to [briefly describe the objectives]. The text delves into the following key themes:- [Theme 1]
- [Theme 2]
- [Theme 3]
- [Theme 4]
- [Theme 5]
Chapter Summaries
Chapter 1: Literature Review
This chapter provides a comprehensive overview of the existing literature on [briefly describe the topic of the chapter]. It examines key concepts and theories, identifies research gaps, and highlights opportunities for further investigation.Chapter 2: Empirical Findings
This chapter presents the results of an empirical study designed to [briefly describe the purpose of the study]. The chapter outlines the data collection and analysis methods employed, and discusses the findings in detail.Chapter 3: Implications and Recommendations
This chapter explores the practical implications of the research findings for [briefly describe the intended audience]. It provides recommendations for future research and draws conclusions based on the analysis presented in the previous chapters.Keywords
The main focus of the work is on [briefly describe the main focus of the work]. This includes key concepts like [list 2-3 key concepts] and research areas such as [list 2-3 research areas].Frequently Asked Questions
Why is PR important for Over-the-counter (OTC) drugs?
PR allows pharmaceutical companies to build trust with increasingly critical patients and establish thought leadership in an online-dominated media landscape.
What is Integrated Marketing Communications (IMC) in the context of OTC?
IMC refers to the strategic coordination of various communication tools, including PR, advertising, and digital media, to provide a consistent message for non-prescription drugs.
How do expert interviews contribute to this research?
The master's thesis uses qualitative interviews with pharmaceutical experts to evaluate the opportunities and practical applications of PR in marketing.
How can companies convince 'critical' patients?
By using transparent communication and educational PR strategies that highlight the benefits and safety of OTC medicines.
What role does digital media play in OTC marketing?
Digital media has become the primary source of information for patients, making online PR and reputation management essential for brand success.
- Citar trabajo
- Sebastian Schulz (Autor), 2009, Convincing the Critical. The Importance Of Over-the-counter Drug (OTC) Product PR To OTC Integrated Marketing Communications, Múnich, GRIN Verlag, https://www.grin.com/document/230009
