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
| Identifer | oai:union.ndltd.org:nusl.cz/oai:invenio.nusl.cz:356303 |
| Date | January 2017 |
| Creators | Mikulcová, Jitka |
| Contributors | Kostřiba, Jan, Pokladníková, Jitka |
| Source Sets | Czech ETDs |
| Language | Czech |
| Detected Language | English |
| Type | info:eu-repo/semantics/masterThesis |
| Rights | info:eu-repo/semantics/restrictedAccess |
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