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Günümüzde; Dünya Sağlık Örgütü tarafından 11 Mart 2020’de pandemi olarak ilan edilen ve küresel olarak tüm dünyayı etkileyen Covid-19’un ekonomik, kültürel, sosyal, fiziksel ve psikolojik olarak gelişen olumsuz etkileri azalmakla birlikte halen devam etmektedir. Pandeminin sağlık alanında oluşturduğu olumsuz etkilerin yanı sıra dijital ortama geçiş sürecinin hızlanması ile birlikte tüm tanıtım ve pazarlama sektörleri de olumsuz etkilenmiştir. Firmalar pazarlama alanında dijital platformu yoğun biçimde kullanarak gerek tıbbi ekipmanlar gerek kozmetik ürünler gibi birçok maddenin tanıtım stratejilerini pandemi sürecine uyarlayarak piyasadaki hakimiyetlerini sürdürmüşlerdir. Bu süreçte özellikle toplumların korkulu rüyası haline gelen ve yoğun can kaybına neden olan bu hastalıktan korunmada büyük öneme sahip olan aşıların geliştirilmesi ve tıbbi tanıtımı halkın bilinçlenmesine katkı sağlamıştır. Özellikle pandeminin başlangıcında halkın tıbbi malzemeleri tanıma, bu malzemeler hakkında bilgi sahibi olma hatta hastalığın başlangıcında bu malzemeleri depolama isteği ortaya çıkmıştır. Toplumun yaşam biçimi değiştikçe firmaların tıbbi tanıtım ve pazarlama stratejileri, geliştirdikleri ürünler de bu duruma uygun olarak değişiklik göstermiştir. Görünen o ki salgın hastalıklar sona erdiğinde bile toplum ve alışkanlıkları üzerindeki etkileri devam edecektir.
Today, the negative economic, cultural, social, physical and psychological effects of Covid-19, which was declared a pandemic by the World Health Organization on 11 March 2020 and affects the entire world, continue to be reduced. In addition to the negative effects of the pandemic on health, as well as the acceleration of the transition to the digital environment, all the advertising and marketing sectors have been negatively affected. Companies have continued their dominance in the market by adapting the marketing strategies of many substances, such as medical equipment and cosmetics, to the pandemic process. In this process, the development of vaccines and medical promotion, which are of great importance in protecting against this disease, which has become the fearful dream of communities and which has caused intense deaths, has contributed to the awareness of the public. Especially at the beginning of the pandemic, the public’s desire to recognize medical materials, to know about these materials, even at the beginning of the disease, to store these materials appeared. As society’s lifestyle changes, the company’s medical promotion and marketing strategies, the products they develop, have also changed according to this situation. It seems that even when the epidemic diseases end, their effects on society and their habits will continue.
Today although the negative economic, cultural, social, physical and psychological impacts of Covid-19 which was declared as a pandemic by the World Health Organization on 11 March 2020 and has globally affected the whole world are decreasing, they still continue. Besides the negative impacts of the pandemic in the field of health, rapid transition to the digital environment has affected all promotion and marketing sectors negatively. Firms have continued to dominate in the market by using the digital platform intensely in the area of marketing and adapting the promotion strategies of most materials such as medical equipment and cosmetic products into the pandemic. During this period, the development and medical promotion of vaccines which play a key role in protecting from this disease that has become a nightmare especially for communities and caused enormous losses of life have contributed to raising awareness in people. People began to have a desire to know medical equipment, have knowledge of this equipment and even store it especially at the beginning of the pandemic. As the lifestyle of community changes, the medical promotion and marketing strategies of firms and the products they produce change. Pandemics will apparently continue to influence society and their habits even if they end.
Field : Sosyal, Beşeri ve İdari Bilimler
Journal Type : Uluslararası
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