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Direct-to-Consumer-Marketing in der Pharmaindustrie

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  • Abdelmoumene, Ahmed

Abstract

Seit Beginn des 21. Jahrhunderts hat sich das Bewusstsein der Konsumenten und potentiellen Patienten hinsichtlich der Gesundheit in Deutschland dramatisch verändert. Der individuelle Lebensstil der Menschen in der heutigen Gesellschaft fordert - unterstützt durch den rasanten Fortschritt von neuen Kommunikationstechnologien - immer mehr Informationen. Patienten beschäftigen sich heute intensiver mit Ihrer Erkrankung, interessieren sich mehr für Gesundheitsthemen und haben ein stetig wachsendes Informationsbedürfnis. Sie nutzen die neuen Kommunikationsmedien um sich selbstständig über Arzneimittel zu informieren und hinterfragen kritisch die Behandlungs- und Therapieentscheidungen der Ärzte. Die neue Generation aktiver Patienten mit hohem Informationsbedarf versteht sich als Kunden ihrer Ärzte und die Ärzte als ihre Dienstleister.

Suggested Citation

  • Abdelmoumene, Ahmed, 2011. "Direct-to-Consumer-Marketing in der Pharmaindustrie," Reutlingen Working Papers on Marketing & Management 2007-04, Reutlingen University, ESB Business School.
  • Handle: RePEc:zbw:esbwmm:200704
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