Razvoj konceptualnega modela trženja zdravil za redke bolezni
Development of a Conceptual Marketing Model for Medicinal Products for Rare Diseases

Author(s): Nataša Jalen, Tina Vukasović
Subject(s): Social Sciences, Economy
Published by: Udruženje ekonomista i menadžera Balkana
Keywords: Conceptual marketing model; Medicinal product; Health technologies assessment; Orphan drug; Constructivist grounded theory
Summary/Abstract: Health is a basic human value and we cannot and should not set a price on it, but we can try to understand its value through the prism of morality, ethics, science and human connections. Health cannot be evaluated through the prism of moral principles (is a person good or bad, is he worth helping, is his contribution to society big enough for society to take care of him...). . Some individuals struggle with incurable diseases from birth and spend their entire lives searching for that piece of help or solution that would alleviate their suffering and pain and enable them to live a dignified life. The purpose of the article is to present the design for the development of a conceptual model, which will be the basis for subsequent empirical testing and the development of a marketing model for the entry of an orphan drug into the market, developed with the implementation of established marketing approaches and insights gained in qualitative research with a constructivist approach, and a designed marketing strategy that will follow the legislative and ethical principles required for the marketing of medicinal products.

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