The impact of industry changes on the marketing and sales of medicines: the Finnish perspective

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School of Business | Bachelor's thesis
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Date

2017

Department

Mikkelin kampus

Major/Subject

Mcode

Degree programme

(Mikkeli) Bachelor’s Program in International Business

Language

en

Pages

50

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Abstract

Objectives The main objectives of this study were to find out the changes that have taken place in the Finnish pharmaceutical market over the last 10-15 years, the main marketing techniques and channels used for medicines in the Finnish market and – ultimately – to explore if these changes have made the pharmaceutical companies to change their current marketing techniques or adopt new ones. Summary The pharmaceutical industry is going through radical changes in the 21st century. Among these changes are the decline in the amount of new drug development, the generic drugs entering the market, changing regulatory environment and the emerging new markets for drugs. In this thesis, qualitative interviews were conducted with pharmaceutical companies and a pharmacist to meet the objectives stated above. Conclusions The research showed that in the Finnish market the changes which have had the most impact on pharmaceutical companies are the increasing industry regulation, the generic entrance and the digitalization of the marketing channels. Due to these changes, companies increasingly put emphasis on maintaining relationships to practitioners and internet and social media in marketing.

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Thesis advisor

Grinsted, Susan

Keywords

pharmaceutical industry, pharmaceutical marketing, prescription medicines, self-care medicines

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https://urn.fi/URN:NBN:fi:aalto-201705114503

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[kand] Kauppakorkeakoulu / BIZ (Open Access)