The theoretical part of this diploma thesis defines basic terms related to the marketing and gives a general overview of marketing strategies. It also evaluates the importance of marketing in public health services and describes possibilities of internet health technologies that patients use for the contact with health professionals and getting information about health. The practical part analyzes patients' opinion on pharmacy marketing practice and importance of internet communication. Data were collected via the questionnaire survey among the users of internet and Facebook and customers in one independent community pharmacy in Beroun. Practical part also refers about the experimental marketing campaign that was performed in the pharmacy in Beroun and that focused on the creating promotion materials and technologies of internet communication. According to results, many patients appreciate marketing activities of community pharmacies. There is also noticeable a positive trend of using the web sites and social media to connect with the community pharmacy. Key words: marketing, healthcare, community pharmacy, internet, social media, the Czech Republic

Charles University, Faculty of Pharmacy in Hradec Králové Department of pharmacology and toxicology Candidate: Bc. Petra Vicherková Supervisor: prof. PharmDr. Petr Pávek, Ph.D. Title of master thesis: Pharmacogenetics in rheumatology - role of miRNA Rheumatoid arthritis (RA) is a systemic inflammatory autoimmune disease that causes progressive joint damage and can result in to life-long depreciation of life. The influence on the onset and course of the disease is not only genetic, but due to the heterogeneous character of the disease, it is also strongly influenced by lifestyle. This disease, based on the malfunction of our immune system in RA, is still incurable. The treatment of RA uses conventional synthetic drugs as well as biological treatment. To diagnose the effect of anti-rheumatic therapy, monitoring and evaluating the response to treatment is necessary. Important indicators of RA activity, functional status, quality of life, and structural progression of the disease are important. In clinical practice, we use DAS 28 composite system according to recommendation of ČRS. Recent discoveries in the area of diagnostics raise the question of whether some miRNAs could be appropriate biomarkers of RA progression. In my diploma thesis, I summarize available knowledge in this field, obtained from...

The aim of this study is to analyse the portfolio of the pharmaceutical company Meda Pharma s.r.o. and then, according to the results, suggest a marketing stratégy to be effective up to 2020. The work has two parts, theoretical and practical. The theoretical part explains the basic concepts related to the market, marketing, marketing mix, marketing strategy and its instruments. This part is also dedicated to concepts relating to the pharmaceutical industry. The practical part is focused on analysis of portfolio of the company. I will use the marketing mix, the Boston matrix, evaluate the largest competitors in each product and focus also on the profitability of products of the company. In conclusion, I will propose a marketing strategy to be put in place by 2020.

This thesis deals with the theme of business analysis of real company -- pharmacy, running a business in market environment of the city of Nymburk. Main focus is on research of actual position of the pharmacy in the local market in context of a new competitor entering the market. The whole thesis is divided into two consistent parts: The first part is a short theoretical introduction to the methods used and general background of the market in the city of Nymburk. The following practical part analyzes business of the company and development of sales of over-the-counter medicine in context of a new competitor entering the market in the period examined for the purpose of this thesis. Methods applied to achieve the the main goals of the thesis are following: the SWOT analysis method, which is used to discover the strengths and weaknesses of the company itself and to define threats and opportunities, based on the market environment. The subsequent method used within research is Balanced Scorecard method which is used to design the Key Performance Indicators for measuring and observing the company's performance and development. Finally data mining methods of shopping basket, segmentation and forecasting were used to analyse trends in over-the-counter medicine sales. All these methods are keystones for formulation of a basic concept for future strategical and tactical decisions.

This diploma thesis is engaged in problems of micropollutants removal by water treatment process. The first part aims to define single micropollutants, possibilities of their removal in laboratory and micropollutants removal on water treatment plant. In the second part, there is data evaluation of water analyses on factual water treatment plant. Also there is description and evaluation of experiment, which aims to pesticide removal from river by using filtration across granulated active carbon.

Charles University Faculty of Pharmacy in Hradec Kralove Department of Pharmacology & Toxicology Student: Gabriela Burianova Supervisor: RNDr. Jakub Hofman, Ph.D. Title of diploma thesis: Flow-cytometric analysis of inhibitory effect of novel targeted drugs on the activity of ABC drug efflux transporters Cancer is the second leading cause of death. Cancer treatment often combines conventional chemotherapy, radiation therapy and surgery. More recent approach to treatment is the use of targeted cancer therapy with a greater specificity towards cancer cells. Development of resistance is a major obstacle in the success of chemotherapy. Multidrug resistance (MDR) can be acquired through various mechanisms e.g. overexpression of efflux transporters. ATP binding cassette (ABC) transporters represents a large family of transmembrane proteins that use ATP to pump molecules across the membrane. The three main ABC proteins related to MDR are: P-glycoprotein (ABCB1), multidrug resistance-associated protein 1 (ABCC1) and breast cancer resistance protein (ABCG2). Use of ABC transporter inhibitors increases the amount of chemotherapeutical substrates accumulated within the cells. In this study we evaluated interactions of six synthetic small molecule inhibitors (alisertib, ensartinib, entrectinib, talazoparib,...

Occurrence, accumulation and subsequent fate of pharmaceuticals in environment currently represent a very actual topic. Worldwide, thousands of tons of pharmaceutical substances are consumed every year. A large portion of pharmaceuticals is, in unchanged or metabolized forms, disposed via sewage systems and wastewater treatment plants. Considering the fact that wastewater treatment processes are not able to completely eliminate all active substances or their metabolites, pharmaceuticals are systematically washing out into the water system and increasingly contaminate the ground and surface waters. The problematics of continuous control and progressive elimination of pharmaceutical residues from environment are still not completely solved. Thus, the development and availability of accurate and fast commercial analyses are highly desired. The aim of this diploma thesis was the optimization and validation of multi-residue UHPLC- MS/MS analytical method designated for the determination of 52 pharmaceuticals in drinking and waste waters. The work was carried out in laboratories of ALS Czech Republic. An analytical method was subsequently used for monitoring of pharmaceuticals in both drinking and waste waters, as well as for the determination of efficiency of removing these compounds within the...

Abtract The thesis deals with integration of the topic Medicine and Pharmacy into secondary education curriculum. The work is divided into four parts. First part pursues the content of medicine in the curriculum documents. Second part is devoted to comparison of educational systems in the Czech Republic and Slovenia and analysis of Czech and Slovenian textbooks for secondary schools. Third part contains special texts for teachers of secondary schools. It also includes basic information about pharmacy as well as other materials, which can be used in education. Thesis also contains ten laboratory works.

My diploma thesis mainly deals with monitoring Ayurveda and description of this phenomena in specific situations and contexts. Ayurveda is understood as an entity based on the actor network theory and the symmetrical anthropology which has been constructed in a process of mutual relationships of actors alleging of various natures (material, social, discursive). The main focus is on the ways of setting and redefining of boundaries of Ayurveda as such which have been realized through identification of significant parts related to this process. It was decided to define the key actors as the Teacher, the Doctrine, the Ayurveda Institution, approaches to human body by alimentation, yoga and breath exercise and Ayurvedic medicines. Each chapter is dedicated to both elements and practices influencing these key actors and different ways of their realization. Ayurveda in its entirety is intervened by members of the community, canonical Ayurvedic texts, biomedicine, national and EUs legislative, climate, politics of Institution, individual daily routines and collective scope of interpretation. 1

Institution/department: Charles University, Faculty of Pharmacy in Hradec Kralove, Department of Social and Clinical Pharmacy Title of diploma thesis: Evaluation of the rationality of prescribing of selected potentially inappropriate medications in ambulatory geriatric patients Supervisor: Assoc. Prof. Daniela Fialova, PharmDr. Ph.D. Author: Roman Lestina Introduction: Rational therapy in the geriatric population is an essential area due to the ever-increasing percentage of geriatric patients in the population. Due to the frequent polypharmacotherapy in these patients, including possible polypragmatism, it is important to constantly monitor potential drug problems and address potential drug risks in a timely manner. As an auxiliary tool in rational geriatric pharmacotherapy, expert groups have defined many potentially inappropriate medications (PIMs), which often contribute to drug reactions in the elderly, and which should be given more attention in clinical practice. This diploma thesis focused on 10 selected, most frequently used PIMs in the geriatric outpatient clinic of the University Hospital in Hradec Králové, and its aim was to monitor how often these drugs are prescribed in high-risk situations in geriatric patients (i.e., in the presence of symptoms, laboratory results and diseases, which...