Uloga odnosa s javnošću u farmaceutskim kompanijama: komunikacijski instrumenti socijalnih programa

master's thesis

• Title (english): The Role of public relations in farmaceutical companies: communicatonal instrument of social programms
• Author: Mirna Nikoletić
• Mentor: Jelena Jurišić (mentor)
• Committee member: Ivan Burić (predsjednik povjerenstva)
• Committee member: Duje Bonacci (član povjerenstva)
• Committee member: Jelena Jurišić (član povjerenstva)
• Granter: University of Zagreb; Faculty of Croatian Studies; (Department of Communication Sciences); Zagreb
• Defense date and country: 2016-09-29, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Information and Communication Sciences; Communicology

Abstract

Ovaj diplomski rad bavi se ulogom odnosa s javnošću u farmaceutskim kompanijama i komunikacijskim instrumentima koji se koriste u promociji lijekova na farmaceutskom tržištu.
Radom se nastoji predočiti stanje suvremenog farmaceutskog tržišta, s fokusom na rusko tržište te perspektive njegovog razvoja u okviru programa Farma 2020. Određene su ciljane javnosti u procesima komunikacije te opisani problemi i načini pravne regulacije i etičke samoregulacije kod promocije lijekova. Daju se značajke društveno odgovornog poslovanja te kako ga kompanije implementiraju u svoj rad na primjeru socijalnih programa. Detaljno se analizira ruski socijalno onkološki program «Jednako pravo na život» i njegovi komunikacijski instrumenti.

Abstract (english)

This thesis deals with the role of public relations in pharmaceutical companies and communication instruments used in the promotion of medicines on the pharmaceutical market.

The paper aims to present the situation of the modern pharmaceutical market, with a focus on the Russian market and prospects of its development within the Farma 2020 program. Targeted audiences are defined in the processes of communication, problems and methods of legal regulation and ethical self-regulation in promoting medicines are described. Characteristics of corporate social responsibility (CSR) are given as well as ways of their implementation in a company's working process using examples of several social programs. The paper examines in depth the Russian social oncology program "Equal right to life" and its communication instruments.

• Keywords: odnosi s javnošću; farmaceutske kompanije; farmaceutsko tržište; komunikacijski instrumenti; ciljane javnosti; komunikacija; društveno odgovorno poslovanje; socijalni programi.
• Keywords (english): public relations; pharmaceutical companies; pharmaceutical market; communication instruments; targeted audiences; communications; corporate social responsibility; social programs
• Language: croatian
• URN:NBN: urn:nbn:hr:111:975144
• Study programme: Title: Department of Communication Studies; Study programme type: university; Study level: graduate; Academic / professional title: magistar/magistra komunikologije (magistar/magistra komunikologije)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Access restricted to students and staff of home institution
• Created on: 2016-11-04 10:22:21