Using marketing strategies to clear prejudices and change attitudes towards health technology

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bachelor_Hurskainen_Riku_2016.pdf (1.08 MB)

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School of Business | Bachelor's thesis
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Date

2016

Department

Markkinoinnin laitos

Major/Subject

Mcode

Degree programme

Markkinointi

Language

en

Pages

33

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Abstract

This thesis is a study of the common prejudices the health tech market faces and how to fight them with different means of modern marketing communications. The goal of improving the marketing strategies of this industry, is not only to create more profits to the companies and organizations, but to change the market’s attitudes and prejudices. This study will focus on analyzing the different negative attitudes people have and from where they emerge and the means of changing the way people think and perceive new technological health care products and services through the means of health care marketing strategies. This will be done by analyzing the health care marketing itself and the common prejudices people have towards health technology. After this, the most effective solutions will be discussed. Finally, the conclusions with the known limitations and suggestions for further research are introduced.

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Thesis advisor

Del Rio Olivares, Maria

Keywords

health technology, prejudices, attitudes, marketing

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https://urn.fi/URN:NBN:fi:aalto-201708176593

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[kand] Kauppakorkeakoulu / BIZ (Open Access)