Aufgrund der zunehmenden Emanzipation der Endverbraucher gewinnt die direkte Patientenansprache im Allgemeinen und somit im verschreibungspflichtigen Sektor das Direct-to-Consumer (DTC)-Marketing immer mehr an Bedeutung. Daher ist es sinnvoll, den Entwicklungsstand und die möglichen Ansätze von DTC zu beschreiben sowie die Chancen und Risiken der direkten Patientenansprache für die Marktteilnehmer aufzuzeigen. Für die deutschen Pharmaunternehmen stellt das
DTC-Marketing gegenüber der Vermarktung von rezeptfreien Arzneimitteln relatives Neuland dar. Ihnen sollen daher Empfehlungen bezüglich des DTC-Konzeptes gegeben werden.
Aufbauend auf verschiedenen Rahmenbedingungen werden die in Deutschland möglichen DTC-Instrumente beschrieben und die Ergebnisse der im
Rahmen dieser Arbeit durchgeführten Befragung von Vertretern der Pharmabranche sollen helfen, den Entwicklungsstand von DTC zu deuten. Ausführlicher "Gang der Untersuchung": siehe entsprechende Datei
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Upload your own papers! Earn money and win an iPhone X. -
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Upload your own papers! Earn money and win an iPhone X. -
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Upload your own papers! Earn money and win an iPhone X. -
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Upload your own papers! Earn money and win an iPhone X. -
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Upload your own papers! Earn money and win an iPhone X. -
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Upload your own papers! Earn money and win an iPhone X. -
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Upload your own papers! Earn money and win an iPhone X. -
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Upload your own papers! Earn money and win an iPhone X. -
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Upload your own papers! Earn money and win an iPhone X. -
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Upload your own papers! Earn money and win an iPhone X. -
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Upload your own papers! Earn money and win an iPhone X. -
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Upload your own papers! Earn money and win an iPhone X. -
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Upload your own papers! Earn money and win an iPhone X. -
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Upload your own papers! Earn money and win an iPhone X. -
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Upload your own papers! Earn money and win an iPhone X. -
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Upload your own papers! Earn money and win an iPhone X. -
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Upload your own papers! Earn money and win an iPhone X. -
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Upload your own papers! Earn money and win an iPhone X. -
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Upload your own papers! Earn money and win an iPhone X. -
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Upload your own papers! Earn money and win an iPhone X. -
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Upload your own papers! Earn money and win an iPhone X. -
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Upload your own papers! Earn money and win an iPhone X. -
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Upload your own papers! Earn money and win an iPhone X. -
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Upload your own papers! Earn money and win an iPhone X. -
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Upload your own papers! Earn money and win an iPhone X. -
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Upload your own papers! Earn money and win an iPhone X. -
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Upload your own papers! Earn money and win an iPhone X. -
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Upload your own papers! Earn money and win an iPhone X. -
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Upload your own papers! Earn money and win an iPhone X. -
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Upload your own papers! Earn money and win an iPhone X. -
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Upload your own papers! Earn money and win an iPhone X. -
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Upload your own papers! Earn money and win an iPhone X.