طراحی مدل بهینه ارزشی بازاریابی به منظور ترویج و بهبود فروش داروهای گیاهی: یک تحقیق کیفی

این مقاله با هدف طراحی مدل بازاریابی به منظور ترویج و بهبود فروش داروهای گیاهی به رشته تحریر درآمده است. نمونه ها با شیوه هدفمند انتخاب شدند و محقق با 12 نفر از خبرگان و شرکت های توزیع کننده داروهای گیاهی، پزشکان و داروسازان مصاحبه کرده و به دلیل جدید بودن موضوع تحقیق و با توجه به جمع آوری داده ها در فرایند اکتشافی، از ابزار مصاحبه نیمه ساختار یافته استفاده شد و مقوله ها که اجزای مختلف مدل را تشکیل می دادند در 6 طبقه دسته بندی شدند. نتایج کدگذاری باز نشان می دهد که در مجموع 206 کد باز استخراج شد و در بخش کدگذاری محوری،121 کد اولیه در قالب 26 مقوله جاگذاری شد و بدین ترتیب مدل مفهومی تحقیق شکل گرفت. نخستین اجزا مدل ارائه شده، شامل ارتقاء سلامت جامعه، پتانسیل بالقوه تولید و عرضه گیاهان داروئی، سبک زندگی و نگرش، اهمیت و جایگاه داروی گیاهی می باشد که عوامل علی را تشکیل می دهند. شرایط علی زمینه ساز ظهور جز بعدی یعنی بازاریابی دارویی و ارتباطات یکپارچه هستند که مقوله های اصلی مدل می باشند.

designing a marketing model to promote and improve the sale of herbal medicines: a qualitative research

this article has been written with the aim of designing a marketing model to promote and improve the sale of herbal medicines. the samples were selected in a purposeful manner and the researcher interviewed 12 experts and companies distributing herbal medicines, physicians and pharmacists. structured was used and the categories that formed the various components of the model were classified into 6 categories. the results of open coding show that a total of 206 open codes were extracted and in the axial coding section, 121 primary codes were placed in the form of 26 categories and thus the conceptual model of the research was formed. the first components of the proposed model include promoting community health, potential production and supply of medicinal plants, lifestyle and attitude, importance and status of herbal medicine that are the causal factors. causal conditions underlie the emergence of the next component, pharmaceutical marketing and integrated communications, which are the main categories of the model. the next components of the model include promotion strategies in herbal medicine marketing, the existence of herbal medicine consumption culture and drug pricing system, which have been considered as the underlying factors of the research. intervening conditions also include: lack of knowledge and expertise in the sale of medicine, lack of research and scientific centers in the field of herbal medicine, lack of government laws and regulations in support of herbal medicine, lack of certification by doctors and pharmacists in the field of herbal medicine, lack of package creative classification is the lack of proper profitability of herbal medicines, which benefit by influencing strategies (improving advertising methods in introducing herbal medicines, using traditional advertising channels, promoting and improving the quality of herbal medicines, creating an effective relationship between industry and universities). getting up-to-date technology and information by receiving information through the internet and published articles, activating specialized working groups, factories' access to up-to-date technology and machinery) provided the basis for achieving the main phenomenon of this model.