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Chapter 2: the Concept of Marketing and General Elements of Pharmaceutical Marketing

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Chapter 2: the Concept of Marketing and General Elements of Pharmaceutical Marketing Hellenic Open University Master in Business Administration (MBA) Postgraduate Dissertation The effect of advertising on OTC painkillers consumption in the regional unit of Florina: a quantitative study Vasiliki Kipourou Supervisor: Persefoni Polychronidou Patras, Greece, July 2020 © Hellenic Open University, 2020 The content of this thesis/dissertation along with its results is owned by the Hellenic Open University and his/her author, where each of them has the sole and exclusive right to use, reproduce, and publish it (totally or partially) for educational or research purposes, with the obligation to make reference to the thesis’s title, the author’s name and to the Hellenic Open University where the thesis / dissertation was written. The effect of advertising on OTC painkillers consumption in the regional unit of Florina: a quantitative study Vasiliki Kipourou Supervising Committee Supervisor: Co-Supervisor: Persefoni Polychronidou Christina Diakaki Assistant Professor at International Hellenic Adjunct Professor at School of Social University Sciences Hellenic Open University Patras, Greece, July 2020 Vasiliki Kipourou, The effect of advertising on OTC painkillers consumption in the regional unit of Florina: a quantitative study I would like to thank my supervisor Persefoni Polychronidou for her immediate response for help and the inspiration she gave me. Special thanks to my family for their love and support that gave me the boost to complete this dissertation. I would like to dedicate this dissertation to my son, Evangelos, who fascinates me with his accomplishments every day and to my husband, Stefanos, who shares with me the same interests in our common life. Postgraduate Dissertation iv Vasiliki Kipourou, The effect of advertising on OTC painkillers consumption in the regional unit of Florina: a quantitative study Abstract Advertising is considered as an integral part of pharmaceutical marketing, especially today in the world of the huge development of OTC drug market. The rapid increase of OTC drug consumption is resulted from the promotion of self-care and the conversion of prescription drugs to over-the-counter drugs (OTC). Self-medication with OTCs has become a global trend aiming to enhance the quality of human life and decrease the cost of pharmaceutical expenditure. The present dissertation aims to study the impact of advertising on OTC painkillers consumption in the regional unit of Florina. Self-managing with pain is focused and factors that influence consumers to buy an OTC painkiller are examined. Also, the attitude of the consumers towards OTCA and their general opinion about OTC analgesics are presented. Initially, a literature review was made for past studies concerning the effect of OTCA on consumers’ buying behavior. A questionnaire was then structured and administered to 130 citizens of Florina. The collected data were finally analyzed with the help of SPSS. Analysis has shown that OTC painkillers advertising makes the consumers aware of the drug rather than convinces them to purchase it. Doctor’s and pharmacist’s recommendations and the trust on the OTC analgesic are the main reasons that influence their decision making process. Also, most consumers have moderate attitude about OTC painkillers advertisements and this is reinforced by their moderate level of involvement with these drugs. As a conclusion, advertising cannot be excluded from pharmaceutical marketing, but it should be used as a piece of the great strategic marketing plan. Keywords: OTC painkillers – OTCA - advertising effect – consumers’ preferences – pharmaceutical marketing Postgraduate Dissertation v Vasiliki Kipourou, The effect of advertising on OTC painkillers consumption in the regional unit of Florina: a quantitative study Περίληψη Η διαφήμιση αποτελεί αναπόσπαστο στοιχείο του φαρμακευτικού μάρκετινγκ, ειδικά σήμερα όπου υπάρχει μεγάλη ανάπτυξη της αγοράς των ΜΗ.ΣΥ.ΦΑ. Η ραγδαία αυτή αύξηση της κατανάλωσης ΜΗ.ΣΥ.ΦΑ. οφείλεται στην προώθηση της αυτό-φροντίδας και στην μετατροπή των συνταγογραφούμενων φαρμάκων σε μη-συνταγογραφούμενα φάρμακα (ΜΗ.ΣΥ.ΦΑ). Η αυτό-θεραπεία με ΜΗ.ΣΥ.ΦΑ έχει γίνει παγκόσμια τάση με στόχο να βελτιώσει την ποιότητα της ανθρώπινης ζωής και να μειώσει το κόστος της φαρμακευτικής δαπάνης. Η παρούσα διπλωματική εργασία έχει στόχο να μελετήσει την επίδραση της διαφήμισης στην κατανάλωση παυσίπονων ΜΗ.ΣΥ.ΦΑ. στο νομό της Φλώρινας. Εστιάζεται η αυτό- αντιμετώπιση του πόνου και εξετάζονται οι παράγοντες που επηρεάζουν τους καταναλωτές να αγοράσουν ένα παυσίπονο ΜΗ.ΣΥ.ΦΑ. Επίσης, παρουσιάζονται η στάση των καταναλωτών απέναντι στην διαφήμιση μη-συνταγογραφούμενων παυσίπονων, καθώς και η γενική γνώμη τους για τα παυσίπονα ΜΗ.ΣΥ.ΦΑ. Αρχικά, πραγματοποιήθηκε βιβλιογραφική ανασκόπηση πάνω σε εργασίες που αφορούσαν την επίδραση της διαφήμισης ΜΗ.ΣΥ.ΦΑ στην αγοραστική συμπεριφορά των καταναλωτών. Κατασκευάστηκε ερωτηματολόγιο και μοιράστηκε σε 130 κατοίκους του νομού Φλώρινας. Τα δεδομένα, που συγκεντρώθηκαν, αναλύθηκαν τελικά με την βοήθεια του SPSS. Η ανάλυση έδειξε ότι η διαφήμιση μη-συνταγογραφούμενων παυσίπονων πιο πολύ ενημερώνει τους καταναλωτές, παρά τους πείθει να αγοράσουν το φάρμακο. Οι συστάσεις του γιατρού και του φαρμακοποιού, καθώς και η εμπιστοσύνη στο φάρμακο είναι οι κύριοι παράγοντες που επηρεάζουν την διαδικασία λήψης απόφασης. Επίσης, οι περισσότεροι καταναλωτές είναι μετριοπαθείς απέναντι στην διαφήμιση μη- συνταγογραφούμενων παυσίπονων και αυτό ενισχύεται από το μέτριο επίπεδο χρησιμοποίησης αυτών των φαρμάκων. Συμπερασματικά, η διαφήμιση δεν μπορεί να εξαιρεθεί από το φαρμακευτικό μάρκετινγκ, αλλά θα πρέπει να χρησιμοποιείται ως ένα μικρό κομμάτι του μεγαλύτερου στρατηγικού σχεδίου μάρκετινγκ. Postgraduate Dissertation vi Vasiliki Kipourou, The effect of advertising on OTC painkillers consumption in the regional unit of Florina: a quantitative study Λέξεις – Κλειδιά Μη-συνταγογραφούμενα παυσίπονα – διαφήμιση ΜΗ.ΣΥ.ΦΑ – επίδραση διαφήμισης – επιλογές καταναλωτών – φαρμακευτικό μάρκετινγκ Postgraduate Dissertation vii Vasiliki Kipourou, The effect of advertising on OTC painkillers consumption in the regional unit of Florina: a quantitative study Table of Contents Abstract ............................................................................................................................ v Περίληψη ........................................................................................................................ vi Table of Contents ........................................................................................................... viii List of Figures .................................................................................................................. x List of Tables....................................................................................................................xi List of Abbreviations & Acronyms .................................................................................. xii Chapter 1: Introduction ..................................................................................................... 1 1.1 Background information ..................................................................................... 1 1.2 Research aim ...................................................................................................... 2 1.3 Research approach and methodology .................................................................. 3 1.4 Importance of the research .................................................................................. 3 1.5 Limitations of methodology ................................................................................ 4 1.6 Structure of dissertation ...................................................................................... 5 Chapter 2: The concept of Marketing and general elements of Pharmaceutical Marketing. 6 2.1 Marketing: Science or Art? ..................................................................................... 6 2.1.1 Marketing Mix ................................................................................................. 6 2.1.2 4 P’s of Marketing ............................................................................................ 7 2.1.3 Pharmaceutical Marketing ................................................................................ 8 2.2 Communication Process ........................................................................................ 10 2.2.1 Communication Mix in Pharmaceutical Marketing ......................................... 11 2.2.2 Steps in developing effective communication mix .......................................... 12 2.3 Content Marketing ................................................................................................ 15 2.4 Guerrilla Marketing .............................................................................................. 15 2.5 Success Factors in Pharmaceutical Marketing ....................................................... 16 Chapter 3: Literature Review .......................................................................................... 17 3.1 Over-The-Counter Drugs ...................................................................................... 17 3.2 OTC drug market .................................................................................................. 18 3.2.1 OTC drugs consumption................................................................................. 18 3.3 Over-The-Counter Drugs in Greece......................................................................
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