Patient-Centred Marketing Strategies in the Turkish Pharmaceutical Sector: Product Managers' Perspectives on Decision-Making Factors in the 21st Century

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Authors
Ondar Bayram, Ceren
Issue Date
2024
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This study investigated factors that influence product managers' decision-making processes when implementing patient-focused marketing strategies in the Turkish pharmaceutical industry. Qualitative interviews were used. The data was examined using theme analysis. Regulations in Turkey do not allow direct marketing to patients, which makes it difficult to implement patient-centred solutions. There's a direct link between economic factors and medicine availability, especially drug pricing policies. The Turkish marketing strategy is also very much influenced by culture. The study also found that healthcare professionals are predominantly resisting digitalisation even as digital technologies become more prevalent. In addition, the study highlighted the importance of adapting global trends to Turkish markets. Research shows that OTC and Rx pharmaceutical marketing strategies differ a lot. The study also examined in what way the different approaches of Turkish and global pharmaceutical companies affect patient-centred marketing. Lastly, the Turkish pharmaceutical company faces special difficulties while creating patient-centred marketing strategies. Product managers have to take into account a lot of elements in order to create their plan, including regulations, financial situation, cultural issues, and technological developments. Examining local market trends and adjusting to global ones helps Turkish pharmaceutical companies create patient-centred strategies in the most effective way feasible.

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