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Advisor(s)
Abstract(s)
Boehringer Ingelheim is one of the world’s top 20 pharmaceutical companies. Its main headquarters
is in Germany. Its subsidiary in Portugal which will be focussed in this thesis, has been struggling for
the last years to keep up sales figures, not only due to economic crisis but also due to strong
regulations and changing preferences of physicians, their main target. Even though Boehringer
Ingelheim Portugal is already recovering and on the fast lane concerning their market growth, it is
still important to find new ways to continuously reach health care professionals (HCP).
This degree dissertation consequently aims at giving a broader overview of the industry’s general
background as well as of the pharmaceutical market in Portugal. Furthermore, the reader will get a
deeper insight of the company’s background and its position on the market as well as its marketing
and sales structure and its current strategies to address physicians. Current used marketing
approaches will be presented and discussed.
A market research study will provide insight on physicians changing preferences of communication
channels as well as on competitors’ actual marketing strategies. This will allow understanding
Boehringer Ingelheim Portugal’s position regarding a multichannel marketing approach in
comparison with other players on the market. Furthermore the study will give insight on trends in
the offline and online marketing area.
Overall, this thesis strives to give a better understanding on physicians’ areas of interest and their
communication preferences with pharmaceutical companies in order to find a new pharma sales
promotion model that increases the effectiveness of marketing and sales approaches towards HCP.
Description
Keywords
Pharma Sales force Sales representatives Multichannel marketing Digital marketing Social media Closed-loop Communication Customer-relationship-management Customer-centricity Crisis Portugal Drug company Offline Online