İLAÇ SEKTÖRÜNDEKİ HEKİMLERE YÖNELİK YAPILAN DİJİTAL PAZARLAMA FAALİYETLERİNİN MARKA FARKINDALIĞI ÜZERİNE ETKİSİ
Date
2021-11-02
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Abstract
Dünya genelindeki ekonominin küreselleşmesiyle birlikte, markalar pazardaki
rekabet ortamındaki yerlerini koruyabilmek için, diğer rakiplerinden farklı olma
yoluna gitmeleri gerekmektedir. Bunu yaparken de şirketler, kendilerine özgü güçlü
ve özgün markalar oluşturabilmek için, çeşitli stratejiler geliştirerek rakiplerinden
farklılaşmaktadırlar. Şirketlerin farklılaşması günümüzde markalar aracılığı ile
olmaktadır. Tüketiciler içinde büyük değerlere sahip olan markalar, her geçen gün
önemini arttırmaktadır. Geçmişten günümüze kadar bu farklılaşma çeşitli boyutlarda
gerçekleşmiştir. Markalar müşterilerini ve diğer müşteri kitlelerini etkileyebilmek için,
dijital pazarlama kanallarını kullanmaktadırlar. Dijital pazarlama kanalları ile
markalar hem kendi markalarını hem de markalarının konumunu
sağlamlaştırmaktadırlar. Böylelikle markalarına yönelik marka farkındalığı
yaratmaktadırlar. Yapılan bu çalışmanın amacı; İlaç Sektöründeki Hekimlere Yönelik
Yapılan Dijital Pazarlama Faaliyetlerinin Marka Farkındalığı Üzerine Etkisi’nin
belirlenmesidir. Çalışma 300 hekim ile online platform üzerinden anket uygulanarak
gerçekleştirilmiştir. Yapılan araştırma kapsamında, araştırmaya katılanların cinsiyet,
yaş, çalıştıkları kurum tipi, unvanları, çalıştıkları bölüm, en çok kullandıkları sosyal
medya platformu, hastalarla temas kurma yöntemi vb. özellikler ait betimleyici
istatiksel hesaplamalar yapılmıştır. Araştırma sonucuna göre, ilaç sektöründeki dijital
pazarlama faaliyetlerinin marka farkındalığı üzerine pozitif etkisi olduğu saptanmıştır.
Description
The Effect of Digital Marketing Activities for Physicians in
the Pharmaceutical Sector on Brand Awareness
ABSTRACT: The globalization of the world economy, brands need to be different from other competitors in order to maintain their competitive environment in the market. In doing so, companies differentiate themselves from their competitors by developing various strategies in order to create strong and unique brands. Differentiation of companies occurs through brands today. Brands, which are of great importance for consumers, increase their importance day by day. This differentiation has taken place in various dimensions from the past to the present. Brands use digital marketing channels to influence their customers and other customer masses. With digital marketing channels, brands strengthen both their own brands and the position of their brands. Thus, they create brand awareness for their brands. The purpose of this study is; To investigate the Effects of Digital Marketing Activities for Physicians in the Pharmaceutical Sector on Brand Awareness. This research was conducted by applying a questionnaire to 300 physicians from the online platform. Within the scope of the research, the participants' gender, age, type of institution they work in, titles, department they work in, social media platform they use most, method of contacting patients, etc. descriptive statistical calculations of the features have been made and these results are given in detail in the findings section. According to the result obtained from the participants of the research, Digital marketing activities in the pharmaceutical sector have an effect on brand awareness. The result has been reached.
ABSTRACT: The globalization of the world economy, brands need to be different from other competitors in order to maintain their competitive environment in the market. In doing so, companies differentiate themselves from their competitors by developing various strategies in order to create strong and unique brands. Differentiation of companies occurs through brands today. Brands, which are of great importance for consumers, increase their importance day by day. This differentiation has taken place in various dimensions from the past to the present. Brands use digital marketing channels to influence their customers and other customer masses. With digital marketing channels, brands strengthen both their own brands and the position of their brands. Thus, they create brand awareness for their brands. The purpose of this study is; To investigate the Effects of Digital Marketing Activities for Physicians in the Pharmaceutical Sector on Brand Awareness. This research was conducted by applying a questionnaire to 300 physicians from the online platform. Within the scope of the research, the participants' gender, age, type of institution they work in, titles, department they work in, social media platform they use most, method of contacting patients, etc. descriptive statistical calculations of the features have been made and these results are given in detail in the findings section. According to the result obtained from the participants of the research, Digital marketing activities in the pharmaceutical sector have an effect on brand awareness. The result has been reached.
Keywords
business