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Eventmarketing. Erstellung eines Events für die Pharmaindustrie by Nathalie, Corinne

Eventmarketing. Erstellung eines Events für die Pharmaindustrie

by Corinne Nathalie
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Book cover type: Paperback
  • ISBN13: 9783668792173
  • Binding: Paperback
  • Subject: N/A
  • Publisher: Grin Verlag
  • Publisher Imprint: Grin Verlag
  • Publication Date:
  • Pages: 40
  • Original Price: USD 25.5
  • Language: German
  • Edition: 1. Auflage
  • Item Weight: 64 grams
  • BISAC Subject(s): Communication Studies

Studienarbeit aus dem Jahr 2018 im Fachbereich Medien / Kommunikation - Public Relations, Werbung, Marketing, Social Media, Note: 1,7, SRH Hochschule Heidelberg (Medien- und Kommunikationsmanagement), Sprache: Deutsch, Abstract: Jedes Jahr erkranken in Deutschland rund 470.000 Menschen an Krebs und das Risiko einer Neuerkrankung steigt rapide. Krebsforschung- und Prävention ist eines jener Themen, an dem die Pharmaindustrie am intensivsten forscht. Immer wieder werden neue Erkenntnisse und Vorbeugemöglichkeiten veröffentlicht, allerdings bis dato ohne nachweislichen Erfolg. Die Pecar AG, ein Pharmaunternehmen mit Sitz in Riedlingen, hat nun nach Jahrzehnte langer Forschung ein Arzneimittel entwickelt, welches das Krebsrisiko um bis zu 70% reduzieren soll. Das Medikament soll ab Mitte 2018 in Deutschland rezeptfrei in Apotheken verfügbar sein. Aufgrund der Neuheit fehlen allerdings noch valide Langzeitstudien, weshalb die positive Wirkung nur mit "angeblich" definiert werden kann. Als Nebenwirkung wurde unter den Probanden ein erhöhtes Auftreten von Migräne festgellt. Die Herausforderung der Pecar AG ist somit, durch gezielte Kommunikation den Mehrwert und die Präventionsmöglichkeit des Medikaments hervorzuheben und die Öffentlichkeit davon zu überzeugen, dass das Produkte "Arco" das Krebsrisiko deutlich verringert und die Lebensqualität somit steigen lässt. Ziel der Fallstudie ist es, ein Kommunikationskonzept zu entwerfen, welches den Mehrwert von Arco in den Vordergrund stellt und die Zielgruppe überzeugt. Dies soll primär durch Eventmanagement geschehen, welches als Teil des Marketing-Mixes Aufmerksamkeit erzeugt und Aufklärungsarbeit leistet. Den Schwerpunkt der Arbeit bildet somit die Generierung einer effektiven Werbestrategie mit Fokus auf das Thema Event. Hierzu wird der Ablauf einer Eventplanung skizziert, welcher aus der Analyse des Ziels, der Zielgruppe, der Idee, des Zeitplans, des Budgets sowie der laufenden Erfolgskontrolle besteht.

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