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Comparative Analysis of the Promotion of Companies from Medical Field in the Social Network

Student: Ekaterina Kiseleva

Supervisor: Alexander Porshnev

Faculty: Faculty of Management

Educational Programme: Marketing (Master)

Year of Graduation: 2018

With the development of the Internet, social networks become the huge part of the life of users. Many people have an account in at least one social network now. It gives great opportunities for business to reach its target audience. In this regard, social networks began to actively develop special features for businesses. There are business communities, SMM and targeted advertising. Targeting in social networks allows to find the closest to the target audience due to detailed targetings: demographic and interests. Promotion of medical products and services is significantly limited by the advertising law. I decided to study this field of activity in order to provide recommendations on effective advertising on the Internet. Despite the common opinion that advertising on the Internet costs less, companies spend large budgets on a monthly basis. In this master's thesis there is a comparative analysis of social networks in terms of efficiency for the promotion of medicines. As a result of this work, recommendations for optimizing the costs of promotion in social networks are presented.

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