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Çeşitli pazarlama kanallarının etkileşimi, satış stratejisinin başarısının merkezinde yer almaktadır. Tıbbi tanıtım ve pazarlamada saha satışları ve dijital kanallar, her zaman hedef kitlenin ihtiyaçlarına odaklanacak şekilde birbiriyle bağlantılı olmalıdır. Amaç, pazarlama faaliyetlerinin sağlık profesyonellerinin karar verme sürecinde en iyi şekilde desteklendiğini hissedecek şekilde birbirine bağlanmasıdır. Bu çalışmada, tıbbi tanıtım ve pazarlamada pazarlama kanalları nelerdir? Çok kanallı tıbbi tanıtım ve pazarlama stratejileri nelerdir? Multi-channel ve omni-channel pazarlama yaklaşımlarının arasındaki fark nedir? Omni-channel pazarlama yaklaşımı sağlık sektörü için ne gibi faydalar sağlamaktadır? Veriye dayalı omni-channel pazarlamasının işlevi ve avantajları nelerdir? Omni-channel yaklaşımını başarılı şekilde uygulayabilmek için hangi hususlara dikkat edilmelidir? gibi sorulara cevaplar verilmeye çalışılmıştır. Ayrıca omni-channel ile ilgili uygulamadaki zorluklara işaret ederek bazı önerilerde bulunulmuştur.
The interaction of the various marketing channels is at the heart of the success of the sales strategy. Field sales and digital channels in medical promotion and marketing should always be connected to each other in a way that focuses on the needs of the target audience. The goal is to connect marketing activities in such a way that health professionals feel best supported in the decision-making process. In this study, what are the marketing channels in medical promotion and marketing? What are multi-channel medical promotion and marketing strategies? What is the difference between multi-channel and omni-channel marketing approaches? What benefits does Omni-channel marketing approach provide for the health sector? What are the functions and advantages of data-based omni-channel marketing? What aspects should be taken into account in order to be able to successfully implement the Omni-channel approach? They tried to answer questions like. There are also some recommendations to point out the difficulties in the application related to omni-channel.
The interaction of the various marketing channels is central to the success of the sales strategy. In medical promotion and marketing, field sales and digital channels must be interconnected, always focusing on the needs of the target audience. The aim is to link marketing activities in such a way that healthcare professionals feel most supported in their decision making. In this study, an attempt has been made to answer questions such as: What are the marketing channels in medical promotion and marketing? What are multi-channel medical promotion and marketing strategies? What is the difference between multi-channel and omni-channel marketing approaches? What benefits does the omni-channel marketing approach provide for the healthcare industry? What are the functions and advantages of data-driven omni-channel marketing? What should be considered in order to successfully implement the omni-channel approach? In addition, some suggestions were made by pointing out the difficulties in the implementation of omni-channel.
Field : Sosyal, Beşeri ve İdari Bilimler
Journal Type : Uluslararası
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