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

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Journal ISSN
Volume Title
School of Business | Bachelor's thesis
Date
2016
Major/Subject
Mcode
Degree programme
Markkinointi
Language
en
Pages
33
Series
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.
Description
Thesis advisor
Del Rio Olivares, Maria
Keywords
health technology, prejudices, attitudes, marketing
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