E- marketing of pharmaceutical products

Promotivne aktivnosti danas su od velikog značaja u promoviranju proizvoda, odnosno stvaranju brenda organizacija. S obzirom na enorman porast društvenih medija, pa samim time tako i društvenih mreža, promoviranje proizvoda putem e-marketinga dobilo je sasvim novi značaj. Društvene mreže i internet tako stvaraju određen novi distribucijski kanal, kao i vrlo bogat izvor za marketinška istraživanja. Internet, kao i društvene mreže danas se tako koriste za promociju raznih proizvoda pa tako i farmaceutskih proizvoda. Navedene imaju određene prednosti kao što je bliska komunikacija te dvosmjerna interakcija s kupcima, mogućnost odgovaranja na probleme u kratkom roku te slično. Marketing farmaceutskih proizvoda je poseban iz razloga što se lijekovi koriste prema uputama liječnička ili farmaceuta. Razlika je između bezreceptnih lijekova koji se mogu slobodno reklamirati, i receptnih lijekova za koje postoji zabrana reklamiranja, a regulirana je zakonskim aktima. Aktivnosti marketinga odnose se na informiranje zdravstvenih radnika proizvodima na tržištu. Zato se koriste brošure, literatura, kongresi liječnika. Korisnici Interneta sve češće posjećuju stranice o zdravlju pa sve informacije koje nađu utječu na odluke o kupovini lijekova ili poduzetim aktivnostima o načinu liječenja. Bitan je način gdje se uvažava sam potrošač odnosno korisnik usluga. O uspješnom marketingu možemo govoriti kada je korisnik usluga zadovoljan dobivenim i uvijek se vraća. Temeljni cilj ovog rada je istražiti prisutnost kao i značaj e-marketinga s naglaskom na e-marketing putem društvenih mreža u segmentu farmaceutske industrije.Promotional activities are of great importance today in promoting products, that is, creating a brand of organizations. Given the enormous growth of social media, and therefore social media, promoting products through email marketing has taken on a whole new meaning. Social networks and the internet thus create a certain new distribution channel as well as a very rich source for marketing research. The Internet and social networks are now used to promote various products, including pharmaceuticals. These have certain advantages, such as close communication and two-way customer interaction, the ability to respond to problems in the short term, and the like. Marketing of pharmaceutical products is special because medicines are used as directed by a doctor pharmacist. The difference is between over the non prescription drugs and prescription drugs for which there is a prohibition on advertising, which is regulated by legal acts. Marketing activities relate to informing health care professionals about products on the market. That's why brochures, literature medical congresses are used. Internet users are increasingly visiting health sites, and any information they find influences drug buying decisions or treatment options undertaken. It is essential in which way the consumer or service user is respected. We can talk about successful marketing when the service user is satisfied with the service he receives and always returns. The basic aim of this paper is to explore the presence as well as the importance of e-marketing with an emphasis on e-marketing through social networks in the pharmaceutical industry segment