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Turkish Healthcare Industry Promotional Practices and Digital Era

Turkish Healthcare Industry Promotional Practices and Digital Era

Bilgen Basal
Copyright: © 2015 |Pages: 19
ISBN13: 9781466681255|ISBN10: 146668125X|EISBN13: 9781466681262
DOI: 10.4018/978-1-4666-8125-5.ch015
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MLA

Basal, Bilgen. "Turkish Healthcare Industry Promotional Practices and Digital Era." Handbook of Research on Effective Advertising Strategies in the Social Media Age, edited by Nurdan Öncel Taşkıran and Recep Yılmaz, IGI Global, 2015, pp. 265-283. https://doi.org/10.4018/978-1-4666-8125-5.ch015

APA

Basal, B. (2015). Turkish Healthcare Industry Promotional Practices and Digital Era. In N. Taşkıran & R. Yılmaz (Eds.), Handbook of Research on Effective Advertising Strategies in the Social Media Age (pp. 265-283). IGI Global. https://doi.org/10.4018/978-1-4666-8125-5.ch015

Chicago

Basal, Bilgen. "Turkish Healthcare Industry Promotional Practices and Digital Era." In Handbook of Research on Effective Advertising Strategies in the Social Media Age, edited by Nurdan Öncel Taşkıran and Recep Yılmaz, 265-283. Hershey, PA: IGI Global, 2015. https://doi.org/10.4018/978-1-4666-8125-5.ch015

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Abstract

In this chapter, promotional activities of Turkish healthcare sector have been reviewed both on historical and contemporary basis. Anatolian medical folk culture regarding health and Islam give the traces of today's pharmaceuticals. Herbalists are examined as the first pharmacists and the first promotional practitioners. The importance of good product quality, ethical and socially responsible considerations, community wealth to form health sensitive and conscious stakeholders has been observed. Legendary, made-in-Turkey painkiller and febrifuge pharmaceutical, Gripin, and its successful promotional practices and pioneering promotional activities of Eczacibasi health group has been examined in this chapter as well. Early healthcare promotional efforts between 1950-1990 and afterwards have been studied to forecast the future. In the last parts of this chapter, the importance of crisis management and ingredients of a new reputation formula in pharmaceutical industry and digital communication in health has been studied.

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