Public Relations ist eine zentrale Chance im Marketing-Mix für OTC-Arzneimittel. Zunehmend kritische Patienten können so von den Vorteilen rezeptfreier Arzneimittel nachhaltig überzeugt werden und Meinungsführerschaften in einer zunehmend online dominierten Medienbranche aufgebaut und gesteuert werden.
Diese Masterarbeit überprüft anhand von Leitfadeninterviewa mit Experten der Pharmabranche die Chancen von PR im Rahmen der Marketingkommunikation.
Table of Contents
1. Introduction
2. The OTC Market
2.1 OTC drug definition and legal regulations
2.2 Economic impact and status quo of the German OTC market
2.3 Comparison to other EU Markets
2.4 Increasing competition in the German OTC-market
3. The Method: Guideline-based qualitative Interviews
3.1 Consideration and discussion of the method
3.2 Central research questions and the development of the guidelines
3.3 The Interviews: Preparation, conduction and transcription
4. From Marketing to IMC to PR
4.1 Competition and the market system
4.2 Marketing: Needs and wants meet products and services
4.3 Integrated Marketing Communications: To bunch communication tools
4.4 Public Relations (PR): To manage autonomy, to create favourable images
4.5 PR and marketing: Bosom buddies instead of squabbling sisters
4.6 Discussion of PR's strengths and weaknesses
4.7 Product PR
5. OTC product PR
5.1 A discussion of the actual German OTC market
5.2 OTC product PR: Discussing reasons, tools and perspectives
5.2.1 Is product PR a strong means within IMC to promote OTC?
5.2.2 Why is product PR a strong means to promote OTC?
5.2.3 Who are the addressees and what are tools of an OTC product PR?
5.2.4 OTC product or OTC company brands?
5.3 Reflection of the expert interviews
6. Conclusion and Future Research
7. List of Strategic Guidance for an OTC PR
Research Objectives and Themes
This thesis examines the application and strategic importance of Public Relations (PR) within the Integrated Marketing Communications (IMC) mix for over-the-counter (OTC) pharmaceutical products in the German market. The primary research objective is to determine how PR can effectively reach and convince critical, health-conscious consumers in an increasingly competitive environment shaped by generics and market deregulation.
- The shifting dynamics of the German OTC pharmaceutical market.
- The role and potential of PR compared to traditional advertising tools.
- Strategic integration of product PR within broader IMC frameworks.
- Target group-specific communication strategies for patients, pharmacists, and physicians.
- Methodological insights from expert interviews with industry professionals.
Excerpt from the Work
4.1 Competition and the market system
Before this thesis touches upon the relevant ideas of PR, a brief mention should be made about the broad field of marketing. This side glance should allow us to locate and evaluate PR's role and importance which should pave the way for a discussion of IMC and the relationship between PR and marketing later that is also necessary to grasp the discussion of expert opinions and the concept of an OTC PR.
Central to the understanding of market systems and marketing is the term “competition” as every economy has to deal with scarce resources:
"Any economy, whatever its cultural and political traditions may be, must decide what products to supply and how much of each to produce, how scarce resources will be apportioned in producing each, and how the end products will be divided up or distributed among the various members of society." (Baker 2000: 18)
A product should be defined broadly as “a physical commodity or an idea, cause or other intangible that provides customer satisfaction” (Anderson and Vincze 2000: 219). There are three basic systems to deal with these problems of production, allocation and distribution (cf. Baker 2000: 18): To conform with tradition (e .g. caste system of occupational selection in India), central planning (former Soviet Union) or the market system. This thesis focuses on the OTC market system in Germany.
Summary of Chapters
1. Introduction: Presents the motivation for the study, focusing on the changing German OTC market and the necessity for professionalized PR strategies.
2. The OTC Market: Outlines the legal and economic status quo of the German OTC market, highlighting the impact of generics and regulatory shifts.
3. The Method: Guideline-based qualitative Interviews: Describes the methodological approach of using qualitative expert interviews to explore the niche of OTC product PR.
4. From Marketing to IMC to PR: Provides the theoretical background by linking general marketing concepts and IMC with the specific role of PR.
5. OTC product PR: Analyzes the practical application of PR in the OTC market based on the findings from expert interviews.
6. Conclusion and Future Research: Summarizes the key findings regarding the effectiveness of product PR and provides recommendations for future academic inquiry.
7. List of Strategic Guidance for an OTC PR: Offers a comprehensive set of practical, strategic guidelines derived from the study for practitioners in the field.
Keywords
OTC, Public Relations, Integrated Marketing Communications, IMC, German pharmaceutical market, Generics, Product PR, Marketing Strategy, Health communication, Brand building, Consumer behavior, Self-medication, Pharmacy, Expert interviews, Strategic communication.
Frequently Asked Questions
What is the core subject of this thesis?
The thesis investigates the strategic role of Public Relations (PR) in the marketing of over-the-counter (OTC) drugs, specifically within the German pharmaceutical industry.
What are the primary thematic fields?
Key themes include the competitive landscape of the OTC market, the integration of PR into the IMC mix, the differences between consumer goods and pharmaceuticals, and the evolving relationship with healthcare professionals and patients.
What is the central research question?
The study explores whether and how PR can serve as a strong, trustworthy communication tool for OTC products to support sales and brand positioning in a complex, high-pressure market.
Which methodology was employed?
The research uses a qualitative methodological approach, conducting guideline-based expert interviews with industry professionals, PR specialists, and academics in the healthcare and communications sectors.
What does the main body cover?
It covers the theoretical framework of marketing and PR, the specific challenges of the German OTC sector, and an in-depth evaluation of interview results regarding the application of PR tools.
How can this work be characterized by its keywords?
The work is characterized by the intersection of pharmaceutical marketing, public relations strategy, and consumer-centric health communication.
Why is product PR considered necessary in the German market?
Due to the critical nature of health products, consumers require information that is more trustworthy and detailed than what classical, paid advertising typically provides; PR serves as a third-party filter to build this essential trust.
How should companies adapt their communication to different target audiences?
The research suggests that while core messages should remain consistent, the style and specific media must be tailored individually to address the distinct needs of patients, pharmacists, and physicians.
- Arbeit zitieren
- Sebastian Schulz (Autor:in), 2009, Convincing the Critical. The Importance Of Over-the-counter Drug (OTC) Product PR To OTC Integrated Marketing Communications, München, GRIN Verlag, https://www.hausarbeiten.de/document/230009
