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Specifics of Pharmaceutical Marketing
Čapková, Martina ; Koudelka, Jan (advisor) ; Štěpánková, Věra (referee)
The thesis deals with the topic of pharmaceutical marketing. Pharmaceutical marketing uses many usual marketing techniques, but it has also its typical characteristics. The thesis focuses on those specifics. It deals with the various tools of marketing and communication mix and their specific characteristics in relation to the pharmaceutical marketing. The thesis summarizes the theoretical literature, which relates to the topic, and explains the Czech legislation that regulates significantly all marketing activities in pharmaceutical industry. The analytical part of the thesis solves two real existing marketing problems on the example of the Belupo company. It analyses why the Simbela product has failed on the Czech market and proposes a go-to-market strategy for the new Belohair product.
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Open Information Sources and Competitive Intelligence. Databases for Medical and Pharmaceutical Purposes
Papík, R. ; Papíková, Vendula
Competitive intelligence processes are often used in medical and pharmaceutical institutions and companies in the world. The pharmaceutical industry is a typical sector and meeting point of two main directions of corporative potential, i.e. research and development activities and business activities. Many open sources, e.g. databases from vendors and centers, are relevant both for R&D usage and for business utilization. This paper indicates overview of the relevant sources with their brief description and content characterization.
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Marketing Communication in Pharmaceutical Industry
Jirků, Jitka ; Lešetický, Ondřej (advisor) ; Hodek, Jiří (referee)
The object of this thesis is to give a self-contained theoretical basis for understanding of the specifics of the communication in marketing of pharmaceutical companies. To formulate a marked differences in this field and to summarize the main acquired information towards the plan of optimal marketing communication for pharmaceutical companies.
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Implementation Business intelligence solution in enterprise
Černý, Lukáš ; Slánský, David (advisor) ; Pour, Jan (referee)
Since 1989, there rose many branches. One of them the company grounds with their work scope as ICT services, ICT trainings and system development. The households had started to use in huge the PCs and round 1992 joined WEB. The companies did start to ask for applications which would have been able to be in connection with the other branch offices and had been looking for such solutions that would have brought the new added value. There had been rising new bank systems, telecommunication, insurance, energy, industrial systems and the like. Today, we are dating 2011 and it is more than 20 year; and the systems are still in use. Therefore it is unavoidable to store all the data to be used further and based on the data to create competitive environment. Every company has got its own department assuring data storage, data analysis and reporting the results to the top management. In past the data was used to process decision streamline, and thus remedy the key branches. Hence a new line of business came up focused on data processing, the new technology standards conception, new storage data types etc. The new fundamental term was formed -- Business Intelligence. The subject of the diploma paper is Business Intelligence Solution in enterprise scoped to the process design, development, data purity and project management in pharmacy. There are mentioned the base components of Business Intelligence Solution, technology and meritorious aspect of design. Integral part of this work is description of pharmacy problematic and project management.
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Optimization and Control of the Communication Strategy of the Prescription Drug (in cooperation with sanofi-aventis)
Norková, Silvie ; Král, Petr (advisor) ; Eretová, Iva (referee)
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.
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Strategická analýza podmínek založení a fungování lékárny v ČR
Janečková, Ivana Bc. ; Lešetický, Ondřej (advisor) ; Havlínová, Zora (referee)
Diplomová práce seznamuje čtenáře s prostředím farmaceutického trhu, s legislativními nařízeními pro činnost lékárny, její podoby, prostor, personálního obsazení a vybavení. V dalších částech je provedena strateická analýza konkrétní lékárny v Ivančicích, na základě těchto konkrétních poznatků je možné sestavit i podnikatelský plán, který je součástí poslední části práce, a to projektu na založení nového podnikatelského subjektu.
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