Optimization and Control of the Communication Strategy of the Prescription Drug (in cooperation with sanofi-aventis)

The thesis addresses the analysis of the marketing mix in the pharmaceutical industry with a detailed focus on the promotion and communication channels of the prescription drug. The aim is to help a company with a control and optimization of the communication strategy so that it is adapted to the new trends. The differences between the prescription drug and the over-the-counter drug in the aspects of communication, promotion and the role of branding is drawn. Several methods such as analysis, description and marketing research are used. The thesis is divided into five main chapters