Year of Graduation
Models of Consumer Behaviour while Searching Information about Medicine in Digital Environment
Ekaterina Valerievna Lobza
Marketing Communications and Advertising in Modern Business
This paper explores the features of digital-marketing tools and points of contact, applied in the pharmaceutical market. The legal restrictions of pharmaceutical marketing are analyzed as well as existing practices of the largest pharmaceutical companies on the Russian market of pharmaceutical products. Also consumer behavior while searching information on non-prescription drugs on the Internet was investigated, in the analysis important characteristics of customers were identified, as well as four models of user behavior were identified and described.