Analysis of promotional activities - Oktal Pharma

Tema ovog stručnog završnog rada je analiza promocijskih aktivnosti u farmaceutskoj tvrtki Oktal Pharma d.o.o. Kroz završni rad prikazani su i analizirani procesi promocije koji utječu na pokretanje novog proizvoda, pozicioniranje proizvoda na tržištu, prodaju proizvoda te stvaranje brenda kroz sve pododjele odjela oftalmologije. Analizom prikupljenih podataka o stvarnim prodajnim aktivnostima unutar prethodne tri godine, testirana je i potvrđena hipoteza da marketinške aktivnosti pozitivno utječu na poslovne prihode odjela oftalmologije. Također, pored analize svih navedenih koraka marketinškog procesa, iznesen je kritički osvrt na postojeće marketinške aktivnosti te su predloženi načini kako unaprijediti spomenute aktivnosti. Kroz program Veeva te online trgovinu pokazani su načini optimizacije promocijskih aktivnosti te uvođenje digitalnog marketinga u poslovanje cijele kompanije.The topic of this final paper is the analysis of promotional activities in the pharmaceutical company Oktal Pharma d.o.o. This final paper presents and analyzes marketing processes that affect the launch of a new product, positioning of a product on the market, product sales and brand creation through all parts of the ophthalmology department. By analyzing the collected data on actual sales activities within the previous three years, the hypothesis stating that marketing activities have a affirmative impact on the overall business revenues of the ophthalmology department was tested and confirmed. Also, along with the analysis of all the aforementioned steps of the marketing process, a critical review of existing marketing activities was presented and ways to enhance these activities were proposed. Through the Veeva program and the online store, the ways of optimizing marketing activities and the introduction of digital marketing in the business of the entire company were shown