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Günümüzde firmalar ürünlerinin müştiye ulaşmasında geleneksel medya araçlarından farklı olarak sosyal medya mecralarını kullanmaya başlamışlardır. İletişimin çift yönlü olduğu, tüketicinin öneminin arttığı, tüketici ve markaların iç içe ve hızlı bir iletişim içinde bulunduğu sosyal medya mecraları marka algısı yaratmada pazarlama dünyasının yöntem ve işleyişini yeniden yapılanmıştır. Bu araştırmada, geleneksel pazarlama araçlarını kullanma kısıtı bulunan ilaç firmalarının ürünlerinin marka algısında, müşterileriyle buluşabildiği en cazip platform olan sosyal medyanın rolü incelenmiştir. Araştırma kapsamında Türkiye’de faaliyet gösteren yerli ve yabancı ilaç firmalarından, satış geliri -Return on Sales (ROS)- en fazla olan 6 firmanın sosyal medya pazarlama uzmanları ile derinlemesine mülakatlar sonucunda elde edilen veriler analiz edilmiştir. Araştırma sonucunda kısıtlı reklam alanı olan ilaç firmalarının hedef kitleye ulaşmak için en önemli kanallarının sosyal medya olduğu sonucuna ulaşılmıştır.
Nowadays, companies have begun to use social media channels as different from the traditional media tools to reach their products. The method and operation of the marketing world has been restructured in creating a brand perception of social media channels in which communication is bidirectional, the importance of the consumer is increasing, the consumers and brands are in intertwined and fast communication. In this study, the role of social media, which is the most attractive platform where the products of the pharmaceutical companies that use the traditional marketing tools, can meet their customers, is examined. Research within the scope of domestic and foreign pharmaceutical companies operating in Turkey, sales revenue Return on Sales (ROS) most of which 6 companies in social media marketing experts have been analyzed in-depth interviews data obtained as a result. Findings showed that the limited advertising space that pharmaceutical companies target social media is the most important channels to reach the audience.
Nowadays, companies have begun to use social media channels as different from the traditional media tools to reach their products. The method and operation of the marketing world has been restructured in creating a brand perception of social media channels in which communication is bidirectional, the importance of the consumer is increasing, the consumers and brands are in intertwined and fast communication. In this study, the role of social media, which is the most attractive platform where the products of the pharmaceutical companies which use the traditional marketing tools, can meet their customers, is examined. Research within the scope of domestic and foreign pharmaceutical companies operating in Turkey, sales revenue Return on Sales (ROS) most of which 6 companies in social media marketing experts have been analyzed in-depth interviews data obtained as a result. Findings showed that the limited advertising space that pharmaceutical companies target social media is the most important channels to reach the audience.
Field : Sosyal, Beşeri ve İdari Bilimler
Journal Type : Ulusal
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