Socijalni Marketing
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Transcript of Socijalni Marketing
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SOCIJALNI MARKETINGMarketing u zdravstvu, promocija zdravlja, promjena rizičnog ponašanja
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MARKETING
Djelovati na ciljnu grupuUvjeriti kupca u kvalitet proizvoda
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Definicija marketinga Kotler i Armstrong daju
najjednostavniju definiciju marketinga
„pružanje zadovoljstva potrošačima uzostvarenje profita".
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Definicija po AMA-i„Marketing je organizaciona
funkcija i nizprocesa kojima se kreira, komunicira i isporučuje vrijednost potrošačima i upravljaodnosima sa njima na način koji donosi korist kompaniji i svima koji su za nju zainteresovani".
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Pravilo „4 P“
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CILJ MARKETINGAKreirati produkt sa što manje
sredstava
Plasirati produkt na tržište
Za produkt ostvariti što bolju promociju
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Ko su potošači?
Narod
Zdravstvo
Politika
Kultura
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Šta prodati kupcima?
Hrana i piće
Odjeća
Sigurnost
Zdravlje
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Šta je cilj marketinga?
Marketing pretvara „želje“ u „potrebe“ na osnovu onoga što nardu treba i što narod želi i na osnovu socijalnih prilika
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Socijalni marketing - definicija
dizajniranje, primjena i kontrola programa koji rade na povećanju prihvaćenosti društvene ideje ili prakse u ciljnoj skupini korisnika/potrošača
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Gdje je potreban socijalni marketing?
Zdravstvo Obrazovanje Kultura Umjetnost Politika
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Cilj socijalnog marketinga Informisanje ciljnih skupinaPoticaj na akcijuPrevencija rizičnog ponašanjaPromjena rizičnog ponašanjaZaštita životne sredineDobrobit društva
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Sprovođenje ciljeva!
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SOCIJALNIMARKETING VS.
DRUŠTVENIMARKETING
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SOCIJALNIMARKETING VS.
DRUŠTVENIMARKETING
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Marketing u medicini
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„Farmaceutski paket“
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Lijekovi – nauka ili zarada?
»IMS Health« analite iz 2004. godine donose sljedeće podatke:
30 milijardi dolara za istraživanje i razvoj lijekova,
27,7 milijardi dolara za promociju lijekova Takve se informacije (zlo)rabe za stvaranje
javne percepcije o farmaciji kao industriji koja je u prvom redu utemeljena na znanju i razvoju, a ne na skupim kampanjama i reklamama.
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Šokantno! Troškovi promotivnih stručnih skupova,
prezentacija i plaćenih predavanja se ne računaju kao troškovi na marketing
Četvrta faza kliničkih ispitivanja novih lijekova na promociju odnosi čak 75% utrošenog novca
Končna brojka iz 2004. godine je
58 milijardi dolara na marketing, a 30 milijardi dolara na istraživanje i razvoj lijekova
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Liječenje ili zarada?
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Dobar marketing i placebo efekt
Jörg Blech, autor bestselera »Inovatori bolesti - Kako svi postajemo pacijenti«.
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Mi lijekove konzumiramo sve više, a farmaceutske
kompanije zadovoljno trljaju ruke!
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Promocija zdravlja Promocija zdravlja je pojam definisan
2005 godine od strane organizacije „Bangkok Charter for Health Promotion in a Globalized World“, a predstavlja proces koji omogućava osobama da povećaju kontrolu nad njihovim zdravstvenim odrednicama te time poboljšaju svoje zdravlje .
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Dobar odnos prema ciljnoj grupi
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EDUKACIJA!
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PROMOCIJA ZDRAVLJA!
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PROMOCIJA ZDRAVLJA!
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