Browsing by Author "Said, Mohamad Tarek"
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- The impact of sensory marketing in pharmaceutical industryPublication . Said, Mohamad Tarek; Fonte, Pedro Ricardo Martins Lopes daPeople can perceive their surroundings, including market or shopping environment through sight, hearing, touch, smell, and taste. Often, senses play a key role in the selection and preference of a specific product. Thus, sensory marketing is crucial, because it is defined as a process engaging customer sense to influence their behavior, memories, emotion, choice, perception, and therefore consumption. The pharmaceutical industry is huge, with a market value of 2.8 trillion dollars worldwide. The pharmaceutical marketing has increased in the last 20 years with spends of nearly 30 billion dollars. Sensory marketing strategies are assumed in the pharmaceutical field, by phar-maceutical industry to differentiate themselves from other competitors by applying distinguishing sensory features (color, smell, name, taste, texture) to the products. It can also be used by commu-nity pharmacists to create a pleasant buying environment. These strategies are not only used for marketing reasons since they may have a potential role in improving patients health and avoiding medical confusion and errors. The main aim of this dissertation is to focus on the fundamentals of consumers behavior, neuromarketing and sensory marketing, understanding how these advanced approaches leverage insight from neuroscientific studies to influence consumer behavior. Also, it focuses on the importance of stimulating the sensory system to evoke emotion and memories and understand how pharmaceutical companies can incorporate sensory elements into their product, packaging, and marketing campaigns to enhance customers trust and loyalty. Furthermore, it will be discussed how dosage forms can influence patients adherence to treatment and improve the therapeutic outcome.