Zarządzanie wartością zdrowia w marketingu na przykładzie wybranych reklam koncernów farmaceutycznych
Managing the value of health in marketing on the example of selected advertisements of pharmaceutical corporations

Summary/Abstract: The paper addresses the issue of managing the value of health in marketing. The author undertakes to analyze this issue with respect to selected advertisements of pharmaceutical corporations and applies the needs theory, among other things. She observes that the persuasive content of audiovisual messages concerning pharmaceuticals has a greater impact on a particular sector of the target of these messages, namely those consumers whose ability to analyze this content is corrupted due to their illness. The author concludes by saying that the efficiency of advertising campaigns demands new and efficient instruments of influencing. Skillful management calls for continual analyzing of the environment and changing consumer preferences. Recently, we have seen that different values have been instrumentally used. Combined with the recommended commodities they make them more attractive.

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